"The CW app [for Xbox Live] launched Tuesday [April 23, 2013] with full-length episodes of all CW programming that are available just 24 hours after their primetime berth–a first on Xbox without requiring subscribers provide proof of being pay-TV subscribers via password authentication" writes our good friend Andy Wallenstein on the website of Variety.
Andy’s story continues, "In addition, Microsoft’s second-screen software SmartGlass will integrate with the app to provide synchronized companion content to Thursday’s episode of ‘Vampire Diaries,’ which will be a backdoor pilot for a spinoff titled ‘The Originals.’ Only viewers watching the episode via CW’s Xbox app will be able to access extras that explore the series’ world from character biographies to a map of its New Orleans setting."
The article adds, "The pact continues net’s aggressive bid to connect with younger viewers who may be more inclined to watch its programming on digital platforms than over the air, where the CW has struggled in the Nielsen ratings.
"The CW app is already active on other platforms including iOs, Android and Windows 8. But with Xbox, the app will make its debut in the living room, where the console is the most highly penetrated offering among the many non-cable set-top boxes vying to be the go-to IP-delivered device."