Microsoft has opened a new interactive content firm called Xbox Entertainment Studios in Los Angeles.
As well as creating original content for Xbox and other platforms, the studio will also oversee live interactive events.
The studio has been created as part of Microsoft’s plans to transform the Xbox into an entertainment hub, rather than holding a specific focus on games, with non-gaming content expected to play a big part of the next Xbox.
Throughout 2013, the computing giant said it planned to launch more than 40 new voice-controlled customised TV and entertainment apps for Xbox.
The new studio will be headed by Microsoft president of entertainment and digital media Nancy Tellem, who will also oversee live event programming for Xbox Live.
As well as recently live-streaming the Grammy’s from the red carpet, Microsoft has also previously delivered events on Xbox Live such as the Elections 2012 hub, which aired presidential debates that included interactive polling. More than three million answers were submitted by viewers to on-screen questions during the debates.
“When I worked in traditional TV, we would find ourselves saying things like ‘Wouldn’t it be cool if we could add an interactive aspect directly into the show and engage directly with the viewers?’” said Tellem.
“With Xbox, that is possible today.”
She added: “In addition to Xbox Entertainment Studios creating content that will highlight what’s possible and demonstrate the capability of the Xbox platform, Microsoft will continue to partner with content creators, networks, aggregators and advertisers to pioneer the future of TV."