Gamers, get ready to fork over those controllers. Going head to head with archrivals Apple and Sony, Microsoft has big multimedia plans for its Xbox Live online video game service. On November 22, Microsoft will become the first to offer TV shows and movies for download to a game console. Consider it a full-blown attack on the living room.

Microsoft said it had secured deals with a host of big media players, including CBS, MTV, Paramount, and Warner Bros., so that Xbox Live members will be able to purchase and download TV programs like CSI, Star Trek, and South Park. Movies such as The Matrix and Superman Returns will be available for rent via download. Pricing information was not released. “This is just as much aimed at Apple as it is Sony,” says Mike Wolf, a broadband and multimedia analyst at ABI Research. “I think it has huge potential.”

Xbox Live boasts some 4 million members. In the past 12 months, gamers have downloaded more than 70 million pieces of content, including game demos, music, and videos. Hoping to ship its 10 millionth Xbox 360 game console before the end of 2006, Microsoft is aggressively pushing to make the most of a head start over rivals and take the lead in an increasingly competitive race to dominate the digital living room.

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