Microsoft today begins rolling out a massive upgrade of Xbox Live, with a new  gesture- and voice-controlled interface via Kinect and a host of new entertainment apps and services. Microsoft will also shortly add support for Verizon’s FiOS IPTV service to the box, followed early next year by Comcast on-demand. While Microsoft is often viewed as an also-ran in the digital living room, behind Apple and Google, Xbox Live already has 35 million users worldwide giving its platform a potential scale orders of magnitude larger than Apple TV or anything Google is likely to have in the near term. The race for the next generation TV interface also now has three leading entrants: Apple’s Siri-ous voice control, Google TV’s search-driven interface, and Microsoft’s hand-waving gesture control system.