14 DAY TRIAL // The Microsoft press conference at the E3 Media and Business Show focused heavily on the Xbox 360, the Redmond based company's gaming console, and on the way it is being transformed by its creators to better suit the gaming and the social needs of the people who use it.
Microsoft says that the Xbox 360 is going to "re-invent home entertainment", with a host of new capabilities and with loads of new content that will be available later in the year.
The mainstay of the new approach from Microsoft is a partnership with Netflix that will translate into more than 10,000 movie titles which will be available to all Xbox Live subscribers at the touch of a button. The movies can be downloaded via the Internet and then played on the console.
Xbox Live Primetime is also focused on television content. Microsoft has signed agreements with the likes of NBC Universal, Universal Studios Home Entertainment, SCI FI Channel and the USA Network to bring television shows to the Xbox 360 users as soon as possible after they air on TV. The most important shows that are targeted are The Office, Battlestar Galactica, Heroes and 30 Rock.
Don Mattrick, who is a senior vice president for the Interactive Entertainment Business at Microsoft, stated that "We're entering a new age in entertainment, and Xbox 360 is uniquely positioned to become the heart of the living room. The new Xbox experience offers more content than you can find from any device that connects to the television. That convergence of entertainment and gaming will bring new people and more families to the category, driving a record year for the games industry".
The social aspect of the console has not been neglected. The Dashboard will get a new design that will replace the "blades" with "channels". One of these will offer all users the possibility to pick and avatar designed exclusively for the Xbox 360 by Rare. Then, using this avatar, players will be able to create "Live Parties", where 8 people get together and are able to share content as well as play games. One of those games will surely be the new "1 vs 100" which will be translated into digital format following a partnership with Endemol, which might also bring "Deal or No Deal" and other TV game shows to the console.