You can add Cardamom and Cilantro to it for a herby/citrusy flavor to it. Rice vinegar gives it a bit of an Asian flavor when 5spice and other such flavors don't work for you. In place of chicken broth, you can use beef broth. Around here, we tend to use brown rice instead of oatmeal for breakfast and we treat it exactly as we would treat oatmeal in that case.
Rice can be flavored with almost anything you like. My personal favorite for use with Mexican food is to cook it plain, and after cooking add a little lime juice and cilantro with a small dash of something spicy.