Microsoft reportedly plans to offer online pay television service from Comcast and Verizon through Xbox Live, in an effort to offer more enertainment features beyond gaming. Citing people with knowledge of the situation, Bloomberg today reported that Microsoft is in talks with almost providers of music, sports, movies and TV shows in the U.S. and Europe, and may announce an expanded Xbox Live streaming service as soon as next week.

Chief Executive Officer Steve Ballmer said on Sept. 14 that by Christmas, Microsoft will add the Bing search engine to the Xbox and use its Kinect controller?s voice recognition to sift through shows on the Web.

Microsoft also expects to sign deals with HBO cable channel, Sony Pictures Entertainment's Crackle streaming service, NBC Universal's Bravo and Syfy channels and Lovefilm UK, a subsidiary of Amazon.com Inc., the report added.

Currently, Xbox 360 owners can play DVDs and video games, and they can play online games by paying $60 a year for the Xbox Live premium service. Subscriptions to Netflix's and Hulu's online film and television services, as well as pay-TV through AT&T's U-verse can be also purchased as add-ons.