Zune pursuing original content

August 08, 2008 Microsoft executives have been making the rounds at talent agencies and production companies in recent months in hopes of licensing exclusive original video programming for the portable media player, which has struggled to get traction in the marketplace. While Microsoft has denied persistent rumors that Zune would expand into communications a la Apple's iPhone, the company confirmed being in an "exploratory phase" regarding supplementing the TV content it already licenses from studios with Zune-only fare. [...] rather than just stock up on traditional formats like sitcoms, Zune is looking for nontraditional programming that can capitalize on the device's social networking platform, according to Richard Winn, director of entertainment development at Zune.

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