Deadline is reporting that Microsoft CEO Steve Ballmer - with entertainment studios president Nancy Tellem in tow - is taking meetings with big Hollywood studios and television companies to drum up support for Xbox One as an entertainment hub for the living room.
Deadline claims that the duo recently had meetings with CBS boss Les Moonves, Sony TV executive Steve Mosko, and WME CEOs Ari Emanuel and Patrick Whitesell. According to an anonymous source familiar with the situation the point of these visits was "to reiterate Microsoft's commitment to transitioning its business to devices and services and to explaining that Hollywood entertainment is a big part of that. Microsoft in the past has just dipped a toe but now has a real commitment."
Ballmer is also attributed with saying that he "doesn't want to be a cable channel," and has shown off various entertainment features of the new Xbox One to the execs ahead of E3 next week, pointing out how it could be utilized for sports, music, reality TV and scripted programming.