Xbox Entertainment Studios is Microsoft's new 125-person studio dedicated to creating "true interactive content" for the Xbox brand, studio head Nancy Tellem announced at today's D: Dive Into Media conference.
The new studio is part of a move to create original interactive content beyond the realm of video games and devise new ways to engage with movies, television and sporting events.
Tellem, formerly of CBS, will also oversee live event programming for Xbox Live, like last year's Elections 2012 Hub that aired interactive presidential debates and red carpet experiences for the Grammy Awards and Oscars. In an official announcement from Microsoft about Xbox Entertainment Studios, Tellem will be tasked with spearheading the development of new interactive and linear programming for Xbox.
Xbox Entertainment Studios will reportedly be responsible for "a range of scripted interactive content," according to All Things D, some of which Tellem says may be released later this year.
Microsoft and Tellem say they will partner with "content creators, networks, aggregators and advertisers to pioneer the future of TV" and plan to launch more than 40 new "voice-controlled, customized TV and entertainment apps" on Xbox platforms this year.