Is Microsoft’s Xbox One Even More Misguided?

Microsoft (NASDAQ:MSFT) has proved even more that it is putting a great amount of interest in the non-gaming media that could run into the Xbox One. Chief Executive Officer Steve Ballmer took a tour around Hollywood at the end of may to get the interest of folks in the entertainment industry.

When Microsoft unveiled the Xbox One during a special event it hosted for just that purpose, most of the company’s focus seemed to be on what the machine could do apart from gaming and on how much TV and video content the platform could leverage. Ballmer’s trip to Hollywood is just one more step in that direction.

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According to Deadline, Ballmer traveled around Hollywood with Nancy Tellem, president of Microsoft’s entertainment studios. Together they visited CBS (NYSE:CBS) Chief Executive Officer Les Moonves, who used to be Tellem’s boss; Steve Mosko, president of Sony Pictures TV (NYSE:SNE); and William Morris Endeavor’s co-chief executive officers, Ari Emanuel and Patrick Whitesell.

Apparently, the trip to Hollywood was in an effort to talk these execs into bringing exclusive content to the Xbox One. At the unveiling event, Microsoft showed off a number of features that could enhance a viewer’s viewing experience, such as a system that keeps track of fantasy sport team data on the side of the screen while an actual game is playing in the center of the screen.

As social media has taken off, viewer engagement has been gaining the attention of broadcasters. The Xbox One would offer a new way to keep viewers engaged with shows and movies, so it could prove a worthwhile channel for media folks to consider.

Microsoft already has some major names on board, as Hollywood legend Steven Spielberg will be creating a live-action Halo TV series for the Xbox One. However, there are still some major concerns surrounding the Xbox One, and Ballmer’s trip to Hollywood did nothing to lessen those concerns.