"You’ll be able to download network (Showtime, HBO, NFL, etc.) branded apps which will display enhanced content as you’re watching your favorite show or team."
we'll see more of this i'm sure, but this has already been happening at a pretty large scale over the past year. there are already a small handful of SAAS businesses dedicated to providing this type of content to developers. NFL is not a network, but still an interesting point in that networks may not be the only ones entering the arena.