Microsoft is pushing for original content on their Xbox 360, where they're hired a former CBS Network Television Entertainment Group president, Nancy Tellem. Tellem will be responsible for a new production studio in Los Angeles that will be creating interactive and linear content for the 360.
Tellem's role at Microsoft will be as President of Entertainment & Digital Media, meaning that she will also be in charge of pushing the Xbox more toward a consumer destination, rather than just a gaming console. Tellem has said:
The Xbox is already a consumer favorite, and we now have a tremendous opportunity to transform it into the center of all things entertainment - from games, music and fitness to news, sports, live events, television series and movies - so consumers have one destination for all their entertainment needs. I look forward to building a studio team that embraces the challenges of creating true interactive content that the Xbox platform supports and to work with talent to create content that will change the way entertainment content is experienced and delivered.