Xbox 360 to be unveiled in MTV special on May 12

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Titanio

Legend
Err...yes...you read right:

The revolution will be televised. Xbox 2 -- aka Codename Xenon, the next-generation gaming console from Microsoft -- will make its first appearance on a yet-untitled half-hour special that will be broadcast globally across all MTV stations.

The move bucks industry protocol to make major debuts at E3 in Los Angeles-the largest trade show in the gaming industry. "It doesn't make sense to unveil the product behind a closed door, at a trade-only event. We wanted to talk directly to the consumer first," said Peter Moore, corporate vp-worldwide marketing and publishing for Microsoft Xbox.

The MTV special, hosted by actor Elijah Wood on May 12, will feature a performance by rock band the Killers. Athletes and celebs will show off the console's new features. MTV will air teaser spots prior to the event and screening parties will be held in countries in which MTV airs.
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http://www.brandweek.com/brandweek/headlines/article_display.jsp?vnu_content_id=1000874671

Well this is original and pretty neat. I just wonder how much they'll show at this event - it's not very long for starters. I also kinda wonder how they're going to be pitching this. If it's overawning braindead "lets get superexcited" type stuff, I'm not sure how I'll like it. I kinda enjoy the "drier", more technical, more industry-orientated events that we're used to for new console debuts like this (but this seems to be something MS deliberately want to move away from, to a more massmarket "populist" approach).

Anyway, apparently the ourcolony countdown ends at 8.30pm EST on May 12, which will be 1.30am GMT - a little late unfortunately. I wonder if MTV will be airing it in Europe.
 
Probably a good idea, except I hate MTV and it's entire culture! One feels that's who MS are aiming for, and that's not me.
 
unveil live xenon is great idea! everyone to enjoy! wow! no more blury streaming vid captures!

first ever no? ms shaping new form in the industry.
ms creative department need a pat! smartest one them. take abow
 
I think it is a brilliant move. This way, waaaay more mainstream can see Xbox2 instead of "hearing" about it from their "hardcore"-friends..

Besides.. you have to remember that this is aimed to everybody, so I don´t think it will get too technical, the tech-stuff will be for the E3 show. The MTV spot will probably show the design, some games.. and some very nicely cut images with different catch-frases etc etc.. just to "tease" and let people know that Xbox2 is coming and you´d better be prepared for it..

kudos to MS.. 30 min Globally on MTV sounds expensive.. but since when did MS have money-troubles? ;)
 
I think it's great way to get the general public hyped about it's release. There's a lot of potential console buyers out there that don't have internet access.
 
rabidrabbit said:
How many times do you think Eliah Wood will say "AWESOME!!" during the show? My guess 25 times.
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Yeah, this is exactly the kind of thing that's got me worried :LOL: I guess it's to be expected, but hopefully we'll get some good info on and a good look at the system admidst the celebrity-related embarassment..
 
smart move. educate the sheeple first. more developers will notice this also. I can see sony hosting adult swim or something now.
 
The Xbox PR department fellas know their job. Nintendo tried to court some celebrities this gen during their club tours but MS is taking it to another level...
 
This is better than courting celebs. Sony are masters at throwing pointless big parties for the over-rich-and-famous. This move shows MS realise it's people they need to appeal to, especially if they want to break out into more-than-just-gaming audiences.

Plus, why would MS have to pay for it? I'd have thought an exclusive look at the next-gen of gaming is worth a TV show in it's own right. Think of all the interested parties who'd tune in where nomally they wouldn't touch MTV with a barge pole.
 
Microsoft's scheduling of the Xbox2 project during this entire pre-launch period is what has made this tactic possible. They've waited long and quietly enough to mature the system, tools, and games to a completeness that'll be marketable as next-generation product to a mainstream audience at the unveiling. They've also waited near enough to the release date that the announcement will actually be relevant to the mainstream for building up anticipation levels smoothly and stimulating an official pre-order campaign.

I never agreed with the practice of unveiling a system many months in advance, even if it's done just to squeeze the news into a particular fiscal quarter for investor considerations. Even this gap for the Xbox2 launch is a bit excessive, but much better than most cases. Anticipation tends to die down after around six months.
 
Hmm. Might have to watch that one although I generally tend to ignore MTV. Quite like The Killers, too. Not too bad for an American group! :p

I also look forward to plenty of misuse of the word "awesome" - a word I don't think I've ever seriously used in my life. But then, I never used to say "radical" when I was a kid either! ;)
 
Shifty Geezer said:
This is better than courting celebs. Sony are masters at throwing pointless big parties for the over-rich-and-famous.
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They bought a multi-million dollar mansion in the hamptons I believe just for that purpose, oddly enough.
 
Shifty Geezer said:
Plus, why would MS have to pay for it? I'd have thought an exclusive look at the next-gen of gaming is worth a TV show in it's own right. Think of all the interested parties who'd tune in where nomally they wouldn't touch MTV with a barge pole.
Click to expand...

MS needs MTV more than MTV needs MS :LOL: They're not going to set aside 30 minutes of primetime for a videogames promotional gratis. A lot of people tuning into MTV that night will probably be wondering what on earth they're watching, and why it's on MTV. MS will be paying very handsomely for the pleasure, I have no doubt.
 
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