Talking up the during Microsoft's E3 Media Briefing, executive Don Matrick has assured us that the "Xbox 360 will outsell the in this generation".

He said over one-billion dollars has now been spent on Live downloads, of which there have now been over 500 million.

10,000 and TV shows are now available; a download taking place every five seconds. Matrick even believes Live's is the world's largest HiDef content provider.

New studios are also on-board NBC and Universal in the US, MGM and Constantin in Europe.

Matrick assured that the Xbox 360 is winning in the USA, and will win-out over in this generation. More soon.

By Luke Guttridge