Microsoft want to position its Xbox One as a platform for the content it plans to begin releasing next month.

“Starting this June, you’ll have more reasons to love your Xbox: Xbox Originals – premium dramas, comedies, documentaries, animation, unscripted shows, and live events. Available only on Xbox 360, Xbox One, and other Microsoft devices, every Xbox Originals show will offer interactive capabilities, as well as unique interactive features customized on a per-show basis, making it a one-of-a-kind entertainment experience you won’t find anywhere else.

Xbox Entertainment Studios has attracted a slew of top Hollywood talent to develop its original programming slate, with names like Steven Spielberg and Ridley Scott attached to two separate scripted projects based on the “Halo” franchise – but that’s only the beginning. Other shows in production include an unscripted series about international street soccer, an original drama about robotic servants in a dystopian world, and a documentary about the search for discarded Atari games in a desert landfill – which were unearthed yesterday in New Mexico – amongst several others.”

Of course, Netflix is the streaming king right now; they are platform agnostic. The silent giant in the corner is Sony with its PS4 and vast media holdings.

My take: although Microsoft is loosing the next gen console wars on price alone, there’s an outside chance that those Kinect motion sensor cameras might be just the ticket they need to build in interactivity into narrative content. Everyone else is using a second screen to do that right now.