Well I was examining the new 3.10 update and found it loads a new file when you log in, this file contains links to alot of pics of fututre stuff here i will post them...
*NOTE all images except for icons removed (except where they seem important), if you want them just ask for them*
BBC iPlayer

Qook TV

ABC iView

NOS

Antena 3
i

AniMax

AXN

LaSexta

All these are going to be video/music/photo playing apps on the XMB...just like VidZone.