Microsoft is partnering with MTV on a global marketing pact for Xbox 2, eschewing the traditional E3 press conference for a televised unveiling of its next-generation console.
Hourlong event, produced by MTV for the tech giant and to be hosted by Elijah Wood, will air May 12, a week before E3 opens. Show will feature celebrity interviews and rock band the Killers in an attempt to avoid associations with an infomercial.
Localized versions of the program will air around the world in the 24 hours after it bows in the U.S.
Pact calls for MTV and its Web site to carry more programs and news related to Xbox 2 throughout the year.
Microsoft is attempting to steal some thunder from Sony and Nintendo, which are expected to debut their next-generation consoles, PlayStation 3 and Revolution, respectively, at E3.
Unveiling Xbox 2 to the public at large before vidgame insiders get a look is likely to anger some industryites. But Microsoft is hoping the unusual marketing pact will help it gain a leg up over Sony, which dominates the console biz.
"Some people will wish we didn't do it this way, but E3 will be a powerful, more in-depth presentation," said Peter Moore, VP of worldwide marketing and publishing for Xbox.
Company has announced few details about the next-generation Xbox except that it will be much more tightly integrated with online play and downloadable content. Device also is likely to play music, movies and other media as Microsoft attempts to take its momentum in the vidgame world to extend its reach through the digitally networked home.
Xbox 2 is expected to launch in time for the holidays this year, while Sony and Nintendo's consoles are likely to hit stores in 2006.
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