Microsoft wants your TV to become interactive and more engaging, and that includes its NUads.
Microsoft is going into the content creation business, and has put together its own LA outfit, Xbox Entertainment Studios, headed by Nancy Tellem, Microsoft's president of entertainment and digital media. Tellem believes we're at "the start of the next wave of truly interactive entertainment," and wants to be one of its pioneers.
"When I worked in traditional TV," says Tellem, a former president of CBS Television Studios, "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?' With Xbox, that is possible today."
But it isn't just interactive entertainment Xbox is offering; it also wants what it calls NUads, or interactive advertising, the creation of which will be part of the new studio's remit. "NUads enable natural interactivity using the simplicity of a spoken word or the wave of a hand," claims Microsoft, and the first wave of NUad testing has seen "a record level of consumer engagement," with 37% of viewers responding.
"We want to partner with the industry to bring entertainment into a new era," Tellem concludes. "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."