As services look to create online TV experiences, a simple feature hints at potential advantages from an established brand.

PSFK recently wrote about usage behavior on the Xbox gaming console that adds up to 40% of the time being used for media consumption beyond playing games.

ESPN has introduced new features that include the ability to stream and watch live college bowl games through the console for Xbox Live Gold members.

While a variety of content such as movies and music has been available on the system through services like Netflix and Last.fm. The ESPN broadcasts also tie in a feature called College Bowl Showdown that allows users to select and predict which team they think will win. With predictions, there are elements of competition with friends and score keeping.

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