Even without a FrontRow API, how does it find your iTunes Videos? Rather than DVDs, what if you've got assorted QuickTime files? Can it inhale those on its menus? That would be a fine start.

Cute / insidious hack idea: even if FrontRow doesn't have its own API, it almost certainly calls out to QuickTime to handle all its various media types, and QuickTime *does* have its own API. Thus, you've got a route to inject your own favorite content types into FrontRow.