Ballmer states that Xbox TV will outperform other attempts at such as a system such as Google TV and Apple TV will be Kinect and Bing.
“The vision is kind of simple,” Ballmer insisted. “You should have any entertainment you want with all the people you care about, really simply and on any screen.”
Some are speculating that Microsoft will use a “TV Everywhere” model which will allow existing cable and satellite subscribers to access their content on 360. According to David Wertheimer, executive director of the Entertainment Technology Center at the University of Southern California, “…the opportunity here for Microsoft — can they work with the content owners to innovate on top of the content itself and provide a higher-value experience to consumers? If they can (license content from providers like Comcast, Disney and CBS), this could be big and meaningful.”
If Xbox TV is successful, it might replace the cable box, removing the need to switch cables.