• by Mark Walsh , March 15, 2011

Extending its TV Everywhere concept, Time Warner Cable has launched a new app for the Apple tablet that lets subscribers watch TV directly on the device. With the TWCable TV app, users can tune in live cable TV on the iPad from any room in the house through a Wi-Fi connection.

At launch, only 30 channels are available for live streaming, but Time Warner is planning to add more channels and expand the app's features. Subsequent versions of the iPad app will allow subscribers to watch shows outside the home via Wi-Fi, set up a DVR to record shows, and use the iPad as a remote control device. A company spokesperson would not say when those capabilities would be added.

For now, Time Warner is providing access to various channels, including Bravo, Comedy Central, Food Network, History and National Geographic. Users can scroll through a channel guide to see what's on and what shows are coming up next and tap to select the program they want. Based on just 112 ratings as of Tuesday afternoon, the free-to-download app had earned three-and-a-half out of five stars on its App Store page.

"Helping our customers see the content they're paying for on multiple devices makes their Time Warner Cable subscription even more valuable, and they can expect much more from us in this space very soon," stated Time Warner Cable President Rob Marcus. That suggests the company may roll out the app to other tablet computers in the future.

The iPad app reflects Time Warner's broader strategy of expanding cable TV viewing beyond the television to other devices, but limiting access to existing subscribers. Comcast launched its competing Xfinity TV iPad app last November for on-demand viewing by its cable customers, and is expected to make live programming available later this year.

The cable giant has also released a version of the Xfinity app for Android devices that lets subscribers search for shows and remotely program DVRs. On-demand programming for the Android app launched earlier this month will be added. Among other TV service providers, satellite TV company Dish Network in December began allowing subscribers to watch live TV and DVR recordings on an iPad by using Sling Media's Sling Adapter.

Among other new apps announced Tuesday, Meredith Corp. rolled out iPad editions of three of its leading titles -- Better Homes and Gardens, Parent and Fitness. Better Homes sells for $3.99 per issue, while issues of the other two go for $2.99 apiece. Meredith said it also plans to offer the three titles as subscriptions on Android tablets via Next Issue Media.