Microsoft talking to networks about Xbox TV

So much for those reports that perennial TV flop Microsoft (Nasdaq: MSFT) was taking a different tack this time around and "not building a consumer brand" but rather "helping partners so they can build their brand," as  Mark Prendergrast, the senior product manager for the Windows Embedded marketing group told TechRadar.

The latest reports are that the Redmond, Wash. company is talking with networks about licensing TV content for the Xbox 360 and making it part of a new TV play. Perhaps because of past failures, some Microsoft execs are reportedly nervous about the idea because it wouldn't really boost gaming device sales.

On the other hand, as the San Francisco Chronicle reported, "if Microsoft used the Xbox to enter the TV market it would immediately become a huge player: there are more than 30 million Xbox 36o users and they already spend 40 percent of the time watching video from Netflix (Nasdaq: NFLX) and other sources."

For more:
- Business Insider has this story

Related articles:
Microsoft's knocking on TV's door again
Microsoft TV? Another bad idea that's D.O.A.
Microsoft TV seen as a retreaded Windows 7 play

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