Microsoft is just days away from unveiling its Xbox LIVE Diamond TV subscription at this year’s E3 expo, demonstrating a service that will combine the Redmond-based company’s IPTV services and its Xbox LIVE gaming services, Winrumors reports.

Revealing the new service on Monday, the same day as Apple’s WWDC keynote, Microsoft is likely to demonstrate enhanced Kinect interactivity, which can be used to control and interact with its new music and video services.

The Microsoft-centric blog reports that Microsoft is currently trying to sign the necessary agreements with different labels and rights companies, putting it in a similar position with Apple and its iCloud service, with additional details and demos held back if they aren’t signed in time.

Xbox users are spending millions of hours playing video games but Microsoft’s Frank Shaw has said that 40% of all Xbox activity is now non-game, highlighting the need for Microsoft to expand its offerings to deliver television, film and music services.

Microsoft is expected to launched the service sometime in November and has of course refused to comment on reports of its new TV service.