Microsoft to Debut Xbox 360 on MTV in May

Allard and Co. blow off E3 and put one over Sony's attempted debut coup plans at the same time.

With just weeks to go before E3, all eyes are on Sony, Microsoft and Nintendo's pre-show press conferences. These briefings are where the next-generation machines from all three are scheduled to make their world debuts - or at least they were. Microsoft has revealed that it's giving the people who matter, gamers, a first glimpse of its new console in an MTV special to air a few days before the show - on Thursday, 12 May.

Is this the sort of performance we can expect
to see on May 12th?

The 30-minute special, to be hosted by Lord of the Rings star Elijah Wood, will be broadcast worldwide and give the public their first taste of what Microsoft has in store for them with Xbox 360. Music acts such as The Killers, sports stars and celebrities have all been wrangled to promote Xbox 360's new features and capabilities during the special.

"It doesn't make sense to unveil the product behind a closed door, at a trade-only event," said Microsoft vice-president Peter Moore. "We wanted to talk directly to the consumer first."

Moore called the MTV unveiling a "signal of the strong change in the way we do business".

Traditionally, video game hardware unveilings have been reserved for trade shows, such as E3. But since its entry into the market Microsoft has made no bones about wanting to do things its own way.

Part of this attitude is a new online marketing campaign for Xenon. Similar to last year's "ilovebees" campaign that preceded Halo 2's release, the Our Colony campaign takes the form of an obscure reality-based game that hints at some of the features of Xbox 360.

One image from the site appears to show a white controller - presumably the Xbox 360 controller - with similar features to that of the Xbox. This supports earlier rumours that Xenon will hit shelves in a new colour scheme.

Worldwide airing details for the MTV special, entitled MTV Presents: The Next Generation Xbox Revealed, are as follows:

• North America: Thursday, May 12, at 21:30
• U.K.: Friday, May 13, at 20:00
• Japan/Asia: Friday, May 13, at 11:30
• France: Friday, May 13, at 19:00
• Germany: Friday, May 13, at 19:00
• Italy: Friday, May 13, at 23:30
• Netherlands: Friday, May 13, at 19:30
• Poland: Friday, May 13, at 21:00
• Portugal: Friday, May 13, at 20:00
• Romania: Friday, May 13, at 20:00
• Scandinavia: Friday, May 13, at 22:00
• Spain: Friday, May 13, at 21:30
• Australia: Friday, May 13, at 19:00

Alex Wollenschlaeger
Editor, Kikizo Games