Via Paidcontent comes the announcement of another another step towards the convergence of entertainment devices in the living room:

A year after launch, Xbox 360 comes closer to fulfilling expectations of a living room media center with the addition of movie rentals and TV downloads through Xbox Live Marketplace. The Xbox Live Video Marketplace opens for business Nov. 22—the anniversary of the Xbox 360 launch— with content from a variety of companies including Turner Broadcasting, Viacom, Paramount Studios, CBS, Warner Brothers

Apple has already made clear its intentions of getting iTunes content on TVs via its upcoming iTV box. On the gaming consoles front, now that XBox has made this announcement I am sure Sony won’t be too far behind with the Playstation 3, scheduled for launch this month in US and Japan.

Gamers and iTunes users might be early adopters, but the mass-market for online video will be in traditional TV viewers. One has to wonder why the cable operators and TiVo are just falling behind in having online video content converge on the TV screen.