CEO Steve Ballmer reportedly attempting to curry favor with executives for exclusive content for next-generation gaming console.

Hollywood news site Deadline reports today that Microsoft has held meetings with Hollywood and television executives in an attempt to drum up excitement over the Xbox One.

The site claims Microsoft CEO Steve Ballmer and Entertainment president Nancy Tellem have met with CBS CEO Leslie Moonves, WME co-CEOs Ari Emanuel and Patrick Whitesell, and other "bigwigs" in the TV business about the Xbox One.

Ballmer reportedly discussed "what we could do" with Xbox One as it relates to sports, music, reality, and scripted programming, going on to pledge that it could offer "more sophisticated technology."

He also supposedly told the executives that Microsoft "doesn't want to be a cable channel."

Microsoft hired Tellem in September, bringing her on to develop "interactive and linear content for Xbox and other devices" at a new production studio in Los Angeles.

During the Xbox One announcement last month, Microsoft highlighted a number of entertainment options for the platform. Users will be able to stream live television through the device, and thanks to a partnership with the NFL, viewers can track player statistics onscreen while watching a game.

In addition, Microsoft announced a partnership with ESPN and a live-action Halo television series. E.T. director Steven Spielberg is involved with the production, though his role has not been detailed.

The Xbox One launches later this year. For more, check out GameSpot's previous coverage.

GameSpot is owned by CBS.

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