Microsoft fishes for exclusive Hollywood content for Zune debacle
Monday, August 11, 2008 - 08:43 AM EDT
"Microsoft's Zune is looking to Hollywood to gain an edge on Apple's iPod," Andrew Wallenstein reports for The Hollywood Reporter via Reuters.
MacDailyNews Take: The only way Zune is going to gain an edge on iPod would be for Microsoft to add a pocketknife.
Wallenstein continues, "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 gain traction in the marketplace."
MacDailyNews Take: That's not the only place where Microsoft execs have been making the rounds lately.
Wallenstein continues, "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."
MacDailyNews Take: Yeah, Microsoft's exploring how quickly they can get producers' to hang up on them.
Wallenstein continues, "But rather than just stock up on traditional formats like sitcoms, Zune is looking for nonconventional programming that can capitalize on the device's social networking platform, according to Richard Winn, director of entertainment development at Zune. 'What we would be looking to do with any form of original content is the added component that Zune could provide that iTunes or any competing service couldn't,' Winn said."
"Exclusivity could mean either locking up content that only appears on the Zune platform or syndicating content that appears first on Zune before moving elsewhere with Zune branding," Wallenstein reports.
Wallenstein reports, "Finding some point of distinction is becoming paramount for Zune as it strives to come anywhere close to the market share that iPod has amassed among portable media players. In May, Microsoft said that just 2 million Zunes had been sold since the product's launch in November 2006 [an average of 90,000 total units per month], whereas Apple reportedly averages 3.5 million iPod sales per month [which is about 40 times that of Zune]."
Full article here.
MacDailyNews Take: Microsoft's Zune is an abject failure and anyone who treats it otherwise is either a fool or on the take.
[Thanks to MacDailyNews Reader "MJ" for the heads up.]

A month late, they should have made a deal with Joss Whedon for his industry-rocking comic-book musical web series in three acts. Oh, but they made a deal with iTunes too. Sorry!