Microsoft is adding interactivity to traditional Hollywood entertainment this year as it expands into original programming and exclusive coverage of red carpet events.
Tellem is spearheading a new L.A.-based studio called Xbox Entertainment Studios, where the mission is to create true interactive content for Xbox and other devices that will change the way entertainment content is experienced and delivered. Tellem also now oversees live event programming for Xbox LIVE. Xbox has had success with live events such as the Elections 2012 Hub on Xbox LIVE, which aired the presidential debates with an added interactive polling capability. Viewers submitted 3 million answers to on-screen questions during the live telecast of one of the debates. More recently, Xbox aired an interactive red carpet experience for this year’s Grammy Awards and will be doing the same for the 85th Academy Awards.
“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.”
Xbox already offers content such Kinect Sesame Street TV, which blurs the lines between traditional linear TV show and interactive experience, where a kid can jump into their beloved Sesame Street and throw coconuts at Grover.
But it’s not just about new types of entertainment; it’s also about new business models and new engagement opportunities for advertisers. Mehdi called the launch of NUads – a new ad format that harnesses Kinect and natural user interface – an important moment for TV advertising. NUads deliver what is most scarce to advertisers today: consumer engagement. NUads enable natural interactivity using the simplicity of a spoken word or the wave of a hand. The first wave of NUads, which launched last fall with interactive polling, saw a record level of consumer engagement with 37 percent of people responding. With this model, passive TV advertising is transformed into engaging and actionable experiences.
Pioneering the Future of TV
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,” says Tellem.
During 2013, Microsoft is planning to launch more than 40 new voice-controlled, customized TV and entertainment apps on Xbox.
“We want to partner with the industry to bring entertainment into a new era,” she said. “It’s an era when interactive entertainment becomes the greatest form of all entertainment – and we couldn’t be more excited to play a part in it.”
