In hunt for content, Xbox could open up its walled garden — Online Video News
Earlier this week, Microsoft teased the E3 audience with the promise of live TV “coming soon” to the device as part of a user interface update that is expected to be launched later this year. In a phone interview earlier this week, Xbox Live senior marketing director Craig Davison gave us more details about how the company is building its content ecosystem.
Davison said that the Xbox team is in the initial stages of expanding the amount of content available on its Xbox Live service, and is especially working on bringing live TV to the console. To do so, Microsoft has released a software development kit (SDK) that partners can use to build applications for the service.
“We would like to see the process as streamlined as possible… We release our SDK on a partner-to-partner basis,” Davison said. While Microsoft is focused primarily on building content partnerships with major distributors, like cable and satellite providers, Davison said the company could someday open up its SDK to other third-party developers to create apps for the platform.
“Once we get our SDK strategy really nailed for public usage, you’ll see more of that,” Davison said.