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Elon Musk's firm, X, is venturing into television through the launch of a dedicated TV app. The aim is to compete with industry giants such as YouTube. The move marks X's significant expansion into entertainment and video material.

Although the exact date of the TV app's release is not yet known, X has assured users that it will be "coming soon" on most smart TVs. The app allows users to play videos on smartphones and larger TVs, similar to recent efforts by tech giants like Google and Amazon.

As part of its video-centric strategy, X has secured several prominent partnerships to increase its material offering. However, a major agreement with former CNN anchor Don Lemon for an exclusive show was reportedly canceled following Lemon's conversation with Musk.

In terms of monetization, X is open to exploring different partnership models, including advertising. This aligns with Musk's dream of changing X, which was previously called Twitter, into a full "everything app" to diversify income streams and distinguish itself from the crowded social media world. Musk previously mentioned YouTube and Microsoft Corp.'s LinkedIn as key targets for X's expansion plans.

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