Microsoft has announced details of a new entertainment channel available on the Xbox 360, Windows Vista and Windows XP Media Center. Coolroom is, according to the corporation "aimed at film fans who want to enjoy digital entertainment on TV from the comforts of their own sofa". It's a premium content channel, where you can download programmes to purchase outright or simply to watch once.
The Coolroom channel works in conjunction with the Coolroom online portal which will give you a unique PIN to sign-in via Media Center, rather like Sky's premium content.
Downloaded content is available directly via the Media Center interface while the Coolroom channel is available via the Online Spotlight menu in Media Center.
The website also hosts the '3D Coolroom', a virtual 3D loft apartment where users can watch cinema featurettes and interview clips. According to Microsoft, users can customise and own their 3D Coolroom by uploading and displaying personal media such as pictures and videos.