Google has expanded its offering of movies, TV and magazine purchases on Google Play. Better yet, the additional content is available today.

Movie partners include the likes of Disney, Bravo, NBCUniversal and more. As for magazines, Esquire, Wired and Family Circle are launch partners, and issues can be bought individually or users can buy a subscription.

Previously, Google Play only offered Movie and TV show rentals, and now with complete purchases and magazines, the company is clearly taking on iTunes.

The announcement was one of many on the first day of Google’s I/O conference, and we’re expecting more interesting things to be shared later this week. Over 5,500 people have filled up the Moscone center in San Francisco, and the company is ready to have the light shown on them.