Microsoft’s CEO Steve Ballmer was reportedly meeting up with some Hollywood Executives to promote the Xbox One and its potential to become an important medium for delivering content.

According to Deadline, Microsoft is ‘transitioning its business to devices and services and to explaining that Hollywood entertainment is a big part of that. Microsoft in the past has dipped a toe but now has a real commitment.’

Furthermore, Ballmer wants to convince Hollywood execs that the Xbox One isn’t a cable box, but rather it’s a bundle of technological wonder that can help broadcaster, independent producer, and agent gain more exposer.

“What we could do with [the Xbox One],” Ballmer purportedly said about the next-gen ‘game’ console.

During their recent Xbox One unveiling event, Microsoft touted that its Xbox 360 replacement is more than just a game console, and Ballmer’s trip to the land of glam and fame only helps to solidify the direction Microsoft wishes to have their new game console go on.

The entertainment industry, as a whole, has evolved greatly over the past several years, and Microsoft is hoping to leverage the convergence of entertainment consumption through the Xbox One.  Gone are the days where game console makers like Sony and Microsoft boasts that they have the most advanced and powerful processing hardware.  Now, it’s what we can do with a game console besides gaming.  With purported rumors of the Xbox One as a mean for gathering user data (and perhaps selling it to third parties), it’s becoming clear that gaming isn’t a strong focus anymore.

Hardcore consoles gamer may find it hard to swallow, but neither the Xbox One nor the PlayStation 4 will be much of a gaming machine.  Pricings for these next-gen consoles have yet to be announced, but people have already begun to speculate the price range, with ~USD $350-400+ being the consensus.  Both the PS4 and Xbox One are expected to launch before the end of this year.

We’ll find out some more official details about the Xbox One, as well as the PS4, at this year’s E3 in Los Angeles.