How Xbox One Will Change the TV Landscape

Earlier this morning, Microsoft unveiled its entry into the next generation of gaming consoles. The Xbox One presentation was spearheaded by the console’s capabilities involving games, internet browsing, movies, and television. With the advent of social media and smart phones, the way we view television has undergone a transformation, and with the upcoming release of Xbox One, television will undergo yet another transformation.

The introduction to the Xbox One strayed from announcing a lineup of next generation games and instead showcased its features as a media center. The things you can do on an Xbox One are unlike those you would be able to do on a cable box or dish service. For instance, you cannot vocally command your cable box to boot up along with the TV or command the box to search for a specific title. Granted, most of these features are impaired with the lack of a Kinect device, a backend product for last generation’s Xbox 360. However, every Xbox One will come bundled with a Kinect, eliminating the hassle of buying it separately. There are features on the Xbox One that will allow things like Instant Switching and Snap Mode, two things exclusive to the Xbox One. Instant Switching enables users to switch between all of the features on the Xbox One in what seemed like two seconds. For example, a user can switch between the game they’re playing to live or On Demand television program. This is done by simply saying, “Xbox, switch to TV.” Once the user is watching TV, they can then enter Snap Mode, which will divide the screen to include a small sidebar that will allow the user to make a Skype call or look something up on an Internet web browser. An example shown during the presentation, a user was viewing Star Trek (2009) while simultaneously looking up showtimes and tickets for Star Trek Into Darkness (2013). These two examples alone eliminate the need for multiple devices and allow the user to find what they want on a single device.

With piracy and other TV services entering the television fray, such as Netflix, Hulu Plus, and HBO Go, ratings has had a direct negative effect. This, in turn, has made Live Event TV that much more important to advertisers trying to get a good slot. For programs like The Super Bowl, 30-second spots can reach into the billions, and advertisers buy it because they know we’re watching. Xbox One plans on revamping Event Television by means of Snap Mode. Let’s say you’re watching an NFL game in Week 14. Your Fantasy Football league is about to end and you’re set to win it all. Xbox One’s Snap Mode allows users to view live up-to-the-minute updates on Fantasy Football scores. This is in partnership with ESPN, and will also encompass the NBA and MLB. Users will also be able to view all of ESPN’s channels. While all of the above features still require a cable provider, it does not change the danger advertisers face. There’s no stopping a user from instantly switching from a program on commercial break to a game they have running in the background. As an avid NFL viewer myself, the Xbox One will definitely be changing the way I view the games I seek. This feature will also be compatible with Xbox Smartglass, which is already available on mobile devices running Android or iOS. What’s even bigger news here is that Microsoft and the NFL announced a partnership starting with the above features for the Xbox One as a direct competitor to NFL Sunday Ticket, only NFL Sunday Ticket won’t be able to Skype call your friend who’s a fan of your rival team that just loss.

Lastly, the Xbox One will be the newest platform offering Original Programming that isn’t owned by any current television network. Their first splash into original programming will be a live-action television series based in the world of Halo. Halo is arguably the most popular science fiction first person shooter that has dominated Microsoft consoles since 2001. With the release of Halo 4, fans were treated to a live-action mini-series used as a primer leading into the Halo 4’s story. This was Forward Unto Dawn, and while this mini-series was marketed toward fans, this new live-action Halo series will be open to a much larger audience as it is using Xbox One as a springboard. As if that wasn’t big enough, Steven Spielberg plans to showrun the series and expressed his excitement this morning during the presentation.

The television landscape is changing and will never stop. Advertisers will need to adapt just as viewers will too. The newest and coolest thing in television is no longer constricted in a dish, cable box, tablet, or 15” monitor. This new iteration of next generation gaming is overflowing into new territory that plans to be a part of the change. The Xbox One will be releasing later this year.