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Microsoft Corp.

Microsoft Unveils Next-Generation Xbox on MTV, Challenge to Traditional Industry Events

Strategic Insights

— 2 min read

Microsoft's Xbox division, under the leadership of Peter Moore, is taking a bold approach by unveiling the next generation of its Xbox video game console on music and entertainment cable channel MTV, instead of the traditional and exclusive industry events like the E3 trade show. This move signifies a change in strategy, emphasizing a broader entertainment message beyond just gaming. The special, hosted by Elijah Wood, will include footage of next-generation Xbox games and online play, and will be broadcast on May 12 in the US, May 13 in Japan, and the evening of May 13 across Europe.

Key Takeaways:

  • Microsoft is unveiling its next-generation Xbox on MTV, a music and entertainment cable channel, marking a break from traditional industry events like E3.
  • The special will include footage of next-generation Xbox games and online play, and will be hosted by Elijah Wood.
  • Peter Moore, corporate vice president in the Xbox division, said the company has been planning the MTV launch since last year and only found out about the Sony schedule change a few weeks ago.
  • The show will be "live to tape," meaning it will be filmed as though it were a live event, and edited later to add celebrity interviews and the like.
  • The release date for the Xbox successor has not been announced, but is expected to be later this year.
  • Market leader Sony Corporation has not announced a release date for its next-generation PlayStation console, but is expected to offer details at E3 next month.
  • Sony advised that it would hold its E3 press conference a few hours before Microsoft's, a break with tradition that some saw as a sign Sony wanted to steal Microsoft's anticipated thunder.

Statistics:

  • The next-generation Xbox will be unveiled on May 12 in the US, May 13 in Japan, and the evening of May 13 across Europe.
  • The show will be broadcast on music and entertainment cable channel MTV.
  • The special will include footage of next-generation Xbox games and online play.
  • Elijah Wood will host the show, with local hosts for each country.
  • The release date for the Xbox successor has not been announced, but is expected to be later this year.

Sources:

  • Microsoft said the special would also air in Japan the morning of May 13 and across Europe that evening.
  • "While it's gaming at its core, there's a much bigger and broader entertainment message that we need to get out there." - Peter Moore, corporate vice president in the Xbox division
  • Actor Elijah Wood - who played Frodo in the Lord of the Rings films - will host the show, with local hosts for each country.
  • Microsoft said the show will be "live to tape," meaning it will be filmed as though it were a live event, and edited later to add celebrity interviews and the like
  • Two weeks ago Sony advised it would hold its E3 press conference a few hours before Microsoft's, a break with tradition that some saw as a sign Sony wanted to steal Microsoft's anticipated thunder.

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