With all the consoles (finally) starting to stream digital media, either from Netflix, or from online stores, it seems that the only natural progression would be to start showing live TV shows/sporting events.
ESPN were in talks with Microsoft in a very "private" meeting, about the possibility to stream sporting events live on the XBox 360. Of course fee's would be involved but now your average gamer, on any given sunday, could sit at home and switch back and forth from Madden '10 to whatever football game was on.
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