E-commerce giant Alibaba Group launched a new generation of the company's set-top box, Tmall Magic Box, on Wednesday, marking the commencement of an integrated household digital entertainment system.

The new box plays movies, TV series, games, educational videos and music, and is designed to combine all household entertainment activities by cooperating with top operators in each section.

Using the system, viewers can access online TV content provider Wasu Media & Network's more than 6,000 movies and 15,000 hours of TV series.

The company also works with audio providers Dolby Laboratories and Digital Theater System in the audio section.

Zhao Xin, general manager of Dolby Laboratories' greater China district, said the company is working with Alibaba to provide the best audio experience for families in China.

The new box also provides game services from Electronic Arts, Gameloft and Glu Mobile.

Lu Zhaoxi, CEO of the company, said the system will redefine the notion of family.

"With the development of smart devices, Chinese families spend less time sharing family time with other members. With this integrated system, we hope to provide more opportunities for a warm and lively household," he said.

Lu said the launch of the new box is the starting point for the company to establish an open eco-system of digital entertainment.

"In the future, with more partners, we will develop more terminal devices to provide families with access to this eco-system," he said.