(Image source: CNET ) BY NICHOLE CARTMELL ANCHOR MIKAH SARGENT Microsoft announced Tuesday its Xbox 360 will soon move away from a video game console to a full-on entertainment device. The goal... to make the device the center of everyone’s living room. The company wants to bring all forms of entertainment to the Xbox. This would mean access to new original and premium content and new ways to interact with existing programming... somewhat like what its already done with Kinect Sesame Street TV. Microsoft’s Corporate Vice President says ... “When I worked in traditional TV, we would find ourselves saying things like ‘Wouldn’t it be cool if we could add an interactive aspect directly into the show and engage directly with the viewers?’ With Xbox, that is possible today.” And to do so, Microsoft is looking to bring something new to the table. Specifically, its executives want to put a spin on live events, reality shows, and scripted programming-- something that moves beyond linear viewing. For example, live events that would allow friends to remotely experience and interact with ontent together. Microsoft says the XBox exploded during what it calls the “living room transformation,” selling big, with users consuming more than 18 billion hours of entertainment in 2012. During a media conference Microsoft's Interactive Entertainment, Yusuf Mehdi, even slammed its competition. …saying Sony’s PlayStation 3 “isn’t as good of an entertainment console.” And a writer for Engadget says Microsoft is definitely stepping up its game --   “...don't expect Microsoft to kick out a $50 Roku-style content box. Mehdi wants to ensure that the future of Xbox enables voice control, interactivity, and "other stuff that's big and beautiful." A writer for BetaNews says its clear where the 360 is headed, moving far from its videogame roots, but questions how far the company could actually take the Xbox. “Much depends on the efforts of execs like Mehdi and Tellem to make the content deals, or to extend the broader entertainment platform separate from and alongside Xbox 360's successor, which is expected for holiday 2013.” All Things D reports Microsoft-created content will likely be part of the company’s existing paid Xbox Live subscription service, and the corporate vice president says users could see this content as soon as this year.