traditionally reserves for more broad appeal devices like the cable TV box or the DVD player, Xbox LIVE has to, in one analysis's word, "break out of the basement," to show it can be entertainment first experience for those who don't play video games. Reports suggest that Steve Ballmer, Microsoft's chief executive officer, is currently working to convince cable TV distribution like Comcast and Verizon, that are already Xbox partners, to allow customers the choice of an Xbox over a cable set top box