Robbie Bach of Microsoft confirmed of debuting Xbox Live Primetime in the spring 2009 at CES. Bach, previewed the interactive entertainment genre on stage at CES 2009 via the show 1 versus 100. Bach described 1 versus 100 as a “live game show, where Xbox Live members can play online against others.”

Via the Xbox LIVE Primetime channel, Microsoft is attempting to offer members of the Xbox LIVE community a single channel blending together TV and gaming. In this regard, the company's focus is to kick up a notch the level of interactive entertainment available to Xbox 360 owners via Xbox LIVE.