Microsoft's Plan –  Live TV

From Day 1, Microsoft made clear that its upcoming Xbox One would be more than just a gaming console. Non-game features were highlighted in May when the device was unveiled, and a new ad cements the importance of the box as an entertainment hub. As Xbox One’s Nov 22 launch day nears, it appears that the software giant is looking to potentially expand its TV programming beyond the "Halo" TV series, based on its best-selling Halo video game.

The company is "excited by the high level of interest we’ve seen from potential partners," a spokeswoman told us. No specifics, but we’re promised more details soon. "We want Xbox users to have one central place for the entertainment they care about, including games, TV, movies, music and sports," said the rep. Sports content could be an important part of the mix, if the 1st Xbox One ad provides any hint. Rather than focusing on gaming, the ad, published online and on TV earlier this month, centers on the ability to integrate with NFL live games. Timed for football season, the video spot also shows how users can voice-control the console to call up their favorite team. Features showcased include built-in fantasy football tracking with personalized highlights and the ability to Skype with friends while the game plays in picture-in-picture mode.

Aiming to make Xbox One a sports-viewing companion, Microsoft also expanded on features currently available on the Xbox 360 ESPN app, providing WatchESPN, ESPN.com, and ESPN 3 video content, both live and on-demand. Like the NFL app, the ESPN app also allows for personalized scores and stats. The company realizes the desire to experience sports "in a more immersive, connected and even multi-screen way," said the spokesperson. As more companies plan all-in-one media consoles, the line between different entertainment services is disappearing.