E3 is the time to talk games, but somehow, the discussion keeps broadening into other forms of media - including music.

Of course, the Guitar Hero and Rock Band motif is music, and that spells action for any band, label, or publisher involved.  In-game downloads are part of the fun, though Guitar Hero maker Activision Blizzard is now contemplating an iTunes-like rival.

But gaming giants are stretching their wings and revealing broader media visions, ones that are redefining current consoles into media hubs.  That includes Sony Corp., maker of the PS3, a console designed to evolve within a ten-year lifespan.  The company is now offering a video downloading component to its users, one that allows gamers to rent or buy television shows and movies from major studios like Paramount Pictures, Warner Bros. and Sony Pictures.

But Microsoft is also making moves.  This week, the company announced a deal that directs Netflix streaming movies through the Xbox 360.  That is just one part of a programming expansion that includes content from NBC Universal, Universal Studios Home Entertainment, Sci Fi Channel and USA Network.

Microsoft also revealed plans to connect its gamers into network-connected, virtual game shows.  "The new Xbox experience offers more content than you can find from any device that connects to the television," explained Don Mattrick, senior vice president for Interactive Entertainment Business at Microsoft.  "That convergence of entertainment and gaming will bring new people and more families to the category, driving a record year for the games industry."

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"And Activision Plans iTunes-Like Download Store," July 14, 2008
http://www.digitalmusicnews.com/stories/071408activision