We just learned that Aaron just got his 360 back from Microsoft repair this week. We also know that his dash version isn't any different than the one that is already out (2.0.5787.0) leading us to believe that his 360 doesn't have the Fall update. But the new options are definitely related to the IPTV service as more options were discovered in his 360's settings.
We investigated and noticed that this new TV icon option wasn't normal and replaced the "Video Marketplace" option that we see on our dash. The second thing we noticed was that, when hovered over, the description for the mysterious TV icon option reads:
* Use television services. Live & recorded TV
* On-demand movies
* Chat while watching TV
Sounds like IPTV options to us. Once clicked, an error message pops up stating that it was "unable to start" and to contact support at www.microsoft.com/tv. That URL will take you to Microsoft's Mediaroom website ... also interesting.