Microsoft chief Steve Ballmer has reportedly paid a personal visit to Los Angeles to host a private showing of the Xbox One console for Hollywood executives.
According to Deadline, Ballmer accompanied Microsoft's entertainment and digital media president Nancy Tellem in order to help "lobby her closest Hollywood pals." These include CBS head Les Moonves (Tellem's old boss), Sony TV boss Steve Mosko, and Ari Emanuel and Patrick Whitesell of WME.
Microsoft wants to attract as much exclusive TV content as it can as it continues the process of "transitioning its business to devices and services." Hollywood support is a big part of that.
It's claimed that Ballmer spoke to the assembled Hollywood power players about what the Xbox One could do for "sports, music, reality and scripted programming," and also assured them that Microsoft had no interest in becoming its own cable channel.
The report calls the private event an "intimate preview" of the Xbox One's capabilities ahead of next week's E3 event, when more specific details are expected to be released to the public.
When Microsoft launched the Xbox One on May 21, it notably pitched the device as an all-in-one entertainment hub rather than a games console in the mould of the Xbox 360.
By openly courting Hollywood ahead of the videogame-focused E3 event, it could be seen to confirm that the company's priority for the Xbox One is non-interactive entertainment rather than gaming.
Next, read about some of the Xbox One Problems - Issues that could sink the ship.