It wasn't during Sony's, SE had their own segment. It wasn't even the first XIV info, that was first released in '09 during Vanafest I believe, or was it TGS? I can't remember. They did mention some information during their pre-E3 conference but if my memory serves me, the real information came during interviews and CG displays after the doors opened. In fact I remember more information coming each day for the game over the length of the opened-doors time thanks to interviews.
I still maintain E3 doesn't begin until the doors open for the Expo. Today is pre-E3 conferences to get gamers pumped for the real deal.