ESPN News updates are a joke. In general, if I'm playing a game, I don't wnat updates and info on the real world. I want a ticker that shows info about my season on the game. Also, those updates weren't even live.
ESPN's Primetime show went away because NBC (not NFL) got the Sunday night game. As part of that package, they got the rights to the first highlight show after the games were over. ESPN lost the rights to do Primetime at that time slot. You will notice it is on at different times now.
I have no doubt that the NFL would like the NFL network to have a large presense in Madden. If using Marshall Faulk to tell me that the score of every game I play is going to be close and probably 20-23 is your idea of integration, then I feel very sorry for you.