For Microsoft and Xbox, Focus Shifts From Game to Video - NYTimes.com - 0 views
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Executives at Microsoft are fond of saying that its subscription gaming service, Xbox Live, should be thought of as a cable channel.
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The company is even producing shows for users: it is in the middle of the second season of “1 vs. 100,” an interactive version of a game show that was on NBC.The content ambitions do not end there. Microsoft has held in-depth talks with the Walt Disney Company about a programming deal with ESPN, according to people close to the talks, who requested anonymity because the talks were intended to be private.
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For a per-subscriber fee, ESPN could provide live streams of sporting events, similar to the ones available through ESPN 360,
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Similarly, users of the Sony PlayStation can tune into BBC shows and see Weather Channel updates, as well as stream Netflix. Last week, Netflix extended its streaming service to the Nintendo Wii.
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console makers have a significant head start. Nearly 60 percent of American homes now have at least one console, according to the consulting firm Deloitte, up from 44 percent three years ago.
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In November, Nielsen started to track “1 vs. 100” play and ad views. The pilot program “is the tip of the iceberg,” said Gerardo Guzman, a director for Nielsen Games; eventually, he hopes to generate TV-style ratings.Mr. Kroese said Xbox advertisers were “very interested in being able to compare the media buy on Xbox to other media buys they do.”