It IS possible but it will take creativity to create something different enough from the established brands to catch people's imagination but close enough 3rd party developers could port over their titles. Very few corporations have that much innovation.
If they follow Nintendo's model of selling at a profit instead of Sony & MS failed model of razor's & blades then they only need a modest amount of success to be profitable.
The biggest problem is needing an internal development studio. No upstart can rely solely on 3rd parties to provide content. They'll need strong internal development to create content that really 'brands' the console like the 'Wii' series brands the Wii as an accessible, fun console for all and Halo branded Xbox as a FPS, serious cutting edge gaming machine (a brand MS has since outgrown but served them well to break in).
Some developers could be bought - but - most are carrying large debtloads that would need to be absorbed too. Those that aren't will be expensive to purchase - however Take Two would be a prime acquistion. Imagine 2k sports and GTA exclusivity! And ah, Carnival games too. Creating studios from scratch is possible (lots of laid off industry people...) but risky and would lack any known IPs.
Therefore the only company I could envision would be Apple. They have a stake in being in your living room to deliver content (i-tunes), it would just be a modified Apple PC dedicated to games, tv, itunes, internet, etc. They'd still need to get internal development for games but they have the cash to do that and right now anything Apple touches is sexy cool and 'must have'.
Aside from Apple any small little upstart could do it with an original enough concept (and open source would do wonders) but it'd be very slow to grow and likely get shallowed (and then executed) by MS should it prove to be a potential threat.
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