Microsoft Pursuing More Deals for Xbox with Cable and Pay TV Providers
Blair Westlake, Corporate Vice President for Microsoft’s Media & Entertainment Group, recently interviewed
with FierceCable regarding Microsoft’s global campaign for live programming. The company is working with major providers such as Comcast, Verizon FiOS and AT&T U-verse among others to bring live programing apps to the Xbox. Rather than pursue its own path as a virtual Multiple System Operator, Microsoft is opting for a distributor role, providing programming in collaboration with cable companies and utilizing the technology of the Xbox Kinect.
Microsoft’s Xbox is already one of the most widely used Internet devices in the world. By adding live programming, the system is capitalizing on interactive motion and voice features through Xbox Kinect and changing the approach to television. Kids will be able to engage with television shows such as Sesame Street, broadening their experience with a new range of educational opportunities.
Advertisements will also play a new role in Xbox’s live programming through NUad technology. Users can click on live ads and learn more information about products or make purchases. Microsoft also hopes that advertisements will be geared towards what the user wants to see based on interests and optional surveys.
Microsoft is working with cable providers rather than compete against them. The Xbox is not meant to be a replacement device used instead of going through a programming provider but a new and more engaging way for using their content. For content and shows that may not make it to mainstream cable and satellite providers, Xbox gives a new chance for programmers to reach an audience. With the wide stream availability of the Xbox and the incorporation of Kinect technology, Microsoft is making big changes to the market.