UPDATE 1-Time Warner, Comcast test ways to protect TV shows

* Time Warner, Comcast roll out Web TV plans

* Approach to be tested in 5,000 households

* Time Warner says other cable operators likely to join

By Paul Thomasch

NEW YORK, June 24 (Reuters) - Time Warner Inc (TWX.N: Quote, Profile, Research) and Comcast Corp (CMCSA.O: Quote, Profile, Research) have banded together to test ways to make it tougher for audiences to watch premium TV shows over the Web without paying for a cable or satellite service.

The partnership by two major media companies underscores the pressure the TV industry is under to protect its revenue and keep up with consumers who want to watch their favorite drama or comedy at a time and place of their choosing.

Time Warner and Comcast are banking on an approach that would essentially allow viewers to see any show at any time over any sort of device they wanted -- whether that is a TV set, computer or cell phone.

One catch: they must first prove they are a cable or satellite customer, meaning they already pay a monthly subscription fee for TV.

In announcing the partnership on Wednesday, Time Warner Chief Executive Jeff Bewkes stressed that he viewed the plan as a "free gift" for consumers that simply "expands" their entertainment choices.