Microsoft's announced live TV, YouTube and Bing for Xbox Live, as it promises it will increase the amount of content on the service "by a factor of ten" this year.
"You say it, Xbox finds it," the platform holder said at the Xbox E3 press conference, revealing that its 360 search engine will find content on Netflix, Hulu Plus, Xbox Live Marketplace and "other content providers" via voice command.
Live television will come via partnerships in the United States "and around the world", it said, with content such as news, sports and local stations promised. UFC president Dana White also took the stage to show off UFC streaming through the Xbox 360.
Also this year, Microsoft is teaming up with Ultimate Fighting Championship to bring live matches, classic fights and interviews to Xbox Live, it said.
"This is an incredible time of growth and innovation for our business leveraging technologies that see us, hear us and connect us all together," said Don Mattrick, president of the Interactive Entertainment Business at Microsoft. "This year by bringing together the power of Kinect for Xbox 360 and the intelligence of Bing, we are transforming how people enjoy entertainment."
YouTube, Bing and Live TV will come via a Dashboard update this autumn.