Thanks to Silverlight, Microsoft's answer to Adobe's cross-platform Flash standard, Xbox 360 owners will soon be able to experience the thrill of high-definition interactive advertisements. Speaking to MediaPost, Microsoft's advertising business group director, Sean Alexander, touted the ability for HD ads created using the technology to run in web browsers, on mobile phones and on the fancy-schmancy, multi-touch Surface "table computer" without needing to be re-written.
The tech is to be implemented on 360 "within the year," Alexander said. Though it would likely require a minimal download, we've got the feeling MS will save its roll-out for the next major Dashboard upgrade, rumored to hit this fall. We can't wait.
[Via Edge Online]
Reader Comments (83)
Posted: Jul 1st 2009 6:17PM Chris DPSN AggieCEO XBLThe Aggi said
at least until downloads have the same features, are better quality AND we have storage for them. I mean Exabyte servers have to be coming ASAP....
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Posted: Jul 2nd 2009 9:25AM Chris DPSN AggieCEO XBLThe Aggi said
ummmmm no dude it wont.....why??? Streaming Video causes all KINDS of video problems. Not to mention further compression. 1080p Compressed Video =/= 1080p uncompressed.
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Posted: Jul 1st 2009 5:12PM (Unverified) said
Hmm, not sure about the ad's. I don't mind that much, as long as they don't clutter up the dashboard and as long as they are not shoved down our throats. All I know is this instant 1080p idea (if it works) is a great one.
Posted: Jul 1st 2009 5:13PM leo3 said
Already tried it, it doesnt look nearly as good as 1080p.. but they claim it is.. idk
Posted: Jul 1st 2009 5:36PM (Unverified) said
Do trailers count as ads? If so, then I'm for it
Posted: Jul 2nd 2009 10:17AM spid said
From article that is sited in the article linked
"Today, movie trailers are available in a high-definition (HD) format, but Silverlight will deliver 1080p HD and 5.1 surround sound without discs directly into the Xbox, Alexander says. "You can use that same creative asset on Web sites," he says. "It also makes it easy to integrate with other applications, such as online movie ticketing. For studios, it's all about selling tickets." "
When people complain about ads they almost always forget that Movie trailers are just ads. The problem is not with advertising. The problem is bad or boring advertising.
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"Today, movie trailers are available in a high-definition (HD) format, but Silverlight will deliver 1080p HD and 5.1 surround sound without discs directly into the Xbox, Alexander says. "You can use that same creative asset on Web sites," he says. "It also makes it easy to integrate with other applications, such as online movie ticketing. For studios, it's all about selling tickets." "
When people complain about ads they almost always forget that Movie trailers are just ads. The problem is not with advertising. The problem is bad or boring advertising.
Posted: Jul 2nd 2009 12:34PM Ravnos said
@Larry: Actually, I'd say the problem is invasive advertising. I know that technically falls under "bad advertising", but there are all kinds of bad ads that I can just ignore outright. As soon as it's beating me in the face to watch, though, I start to get a little perturbed.
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Posted: Jul 1st 2009 5:43PM (Unverified) said
Great, silverlight - because no one uses flash for everything on the web. And ads. Yes, just what we needed to complete the xbox experience that people are already paying monthly for.
Posted: Jul 1st 2009 5:56PM enbadesign said
Maybe Silverlight could have succeeded if Microsoft released it 10 years ago. When Flash and Shockwave were Macromedia.
The point of Flash is that it runs on almost everything and is a universal standard.
The only thing that is going to use Silverlight is proprietary hardware. Microsoft just can't let any part of computing go without their tentacles wrapped around it.
The point of Flash is that it runs on almost everything and is a universal standard.
The only thing that is going to use Silverlight is proprietary hardware. Microsoft just can't let any part of computing go without their tentacles wrapped around it.
Posted: Jul 1st 2009 5:57PM (Unverified) said
An e-mail has been sent to confirm your e-mail address, as well as a password for you to use if you comment regularly. Click on the link within the e-mail to activate your comment and password!
Are you censoring me ?
Are you censoring me ?
Posted: Jul 1st 2009 6:12PM fracaso said
if this lowers the price of live than great, and if not gold subscribers had better start getting free shit
Posted: Jul 1st 2009 6:16PM AUserName said
Hello, my name is Michael Pitcher, but you can call me the Truth Articulator.
I predict that the 360 will get a browser. Xbox Live Multiplayer will be free, but gold will be used to subscrib to Last.FM, Netflix, and a new rental service MS is rolling out.
FEAR MY POWERS! SO SAITH THE TRUTH ARTICULATOR!
I predict that the 360 will get a browser. Xbox Live Multiplayer will be free, but gold will be used to subscrib to Last.FM, Netflix, and a new rental service MS is rolling out.
FEAR MY POWERS! SO SAITH THE TRUTH ARTICULATOR!
Posted: Jul 1st 2009 6:29PM FredFredrickson said
Fact: There are already ads on XBL, and there have been before and after NXE. Silverlight is just going to increase the ability of the Xbox to show rich media within them.
So what's the big deal?
So what's the big deal?
Posted: Jul 1st 2009 6:43PM carg0 said
this better be for 'silver' members because i'll be goddamned before paying for an add-supported, "premium" membership.
Posted: Jul 1st 2009 7:00PM Okieace said
Three Reasons Silverlight Support on Xbox is a good thing:
1) Silverlight has some really good 1080p HD Video streaming things built in. This could explain how the Zune Marketplace 1080p instant play works.
2) Netflix has a video player built in silverlight that is capable of 1080p streaming. MS putting Silverlight on 360 could allow netflix to merge it's streaming player into one application that is used on the PC and 360. This would allow them to enhance both platforms at the same time.
3) Silverlight 3.0 is in beta and I'm willing to bet that this is the version that will be put on the 360. While 3.0 has several really cool new features (3D GPU support) the most important is "out-of-browser" support. It is pretty much the same thing as Adobe Air (used by Tweetdeck). The big thing here is that if MS does full Silverlight 3 support on 360 then developers could build a single application in Silverlight and it could run on Windows, Mac OSX, and the Xbox 360. So this in theroy could bring applications beyond games to the 360.
1) Silverlight has some really good 1080p HD Video streaming things built in. This could explain how the Zune Marketplace 1080p instant play works.
2) Netflix has a video player built in silverlight that is capable of 1080p streaming. MS putting Silverlight on 360 could allow netflix to merge it's streaming player into one application that is used on the PC and 360. This would allow them to enhance both platforms at the same time.
3) Silverlight 3.0 is in beta and I'm willing to bet that this is the version that will be put on the 360. While 3.0 has several really cool new features (3D GPU support) the most important is "out-of-browser" support. It is pretty much the same thing as Adobe Air (used by Tweetdeck). The big thing here is that if MS does full Silverlight 3 support on 360 then developers could build a single application in Silverlight and it could run on Windows, Mac OSX, and the Xbox 360. So this in theroy could bring applications beyond games to the 360.
Posted: Jul 1st 2009 7:11PM (Unverified) said
i must be blind i dont see the dead space girl
Posted: Jul 1st 2009 8:04PM TOYBOXX said
I could care less about Xbox Live ad's having 1080p visuals, and 5.1 sound. What about the lack of games for the 360 in 2009? A good majority of gamers don't really care much about features anymore especially if it doesn't pertain to any games. Wait I'll take that back. It'll matter for 1 vs 100. Yeah. And I'm not talking about Xbox Live Arcade games. I'm talking about retail games that matter.
Posted: Jul 1st 2009 8:06PM blackmagic01 said
Call me when my 360 adds the ability to stream an:
8 GB MKV, or
8 GB MP4. or
Clone Christina Milian and have her sit on my lap in a thong.
until then. I don't care about any feature update on xbox 360.
8 GB MKV, or
8 GB MP4. or
Clone Christina Milian and have her sit on my lap in a thong.
until then. I don't care about any feature update on xbox 360.
Posted: Jul 1st 2009 8:33PM Jacksons said
And I get to pay for it? SWEET!
Posted: Jul 1st 2009 9:33PM ElectricGrandpa said
If they put a proper silverlight viewer/player on the 360, you could actually end up with some really good GAMES written for silverlight. If they did it right, it could be great. Kinda like community games, but created using silverlight's tools instead of xna. Maybe it's just exciting to me because I wanna make simple 2D games for the 360 without having to get so involved with xna.
Posted: Jul 1st 2009 10:34PM spin cycle said
It doesn't already have ads?
One of my beefs with the NXE is that half the panels on the NXE are just ads. They're ads for Microsoft stuff (games, movie downloads, etc.) but they are attempts to get me to buy more stuff nonetheless.
Heck, Live had had ads since day 1. Even the old Live dashboard had ads for stuff on almost half the blades.
One of my beefs with the NXE is that half the panels on the NXE are just ads. They're ads for Microsoft stuff (games, movie downloads, etc.) but they are attempts to get me to buy more stuff nonetheless.
Heck, Live had had ads since day 1. Even the old Live dashboard had ads for stuff on almost half the blades.
Posted: Jul 1st 2009 11:18PM (Unverified) said
As long as the ads are in HD, I'm all for it!
Posted: Jul 1st 2009 11:33PM kmcroc said
i don't mind paying for xbl, besides you don't think that xbl fee covers all of xbox division & ms games expense alone ,that were ads come into play. they pay for all that hardware & stuff .all & all no big bother .i will pay untill they tell me otherwise .
Posted: Jul 2nd 2009 4:06PM neoXmahi said
Perfect. Just my Xbox 360 needs. More adds. The Xbox 360 OS is gonna be become like its PC OS. WIth just a hint of America Online. Ok, maybe more America Online. Adds all over the place. And, to suck you in, in HD? Who cares? As far as downloading, streaming and downloading I don't think will ever look as good as something tangible, and anyone who wants to download the rest of theirs lives and pay money for something they'll never own, and just own the rights to. So be it. But the day gaming goes that direction, is the day I will cease to buy consoles and video games.
DId you ever see the Futurama where Fry has these dreams at night with advertisments for underwear and he goes to the mall and sees them on display and asks if he can try a pair, the guy at the desk picks up a pair with a stick and spray's them off? I kinda see it like that. The HD is to pose appeal by the picture quality, then its designed to stick in your mind so when you see it, ya wanna buy it cause you say, OH YEAH! I SAW THAT AD ON MY 360! So now my 360's gonna be flooded with ads. My PlayStation 3 is ad free. Maybe Sony is about to pull ahead.
DId you ever see the Futurama where Fry has these dreams at night with advertisments for underwear and he goes to the mall and sees them on display and asks if he can try a pair, the guy at the desk picks up a pair with a stick and spray's them off? I kinda see it like that. The HD is to pose appeal by the picture quality, then its designed to stick in your mind so when you see it, ya wanna buy it cause you say, OH YEAH! I SAW THAT AD ON MY 360! So now my 360's gonna be flooded with ads. My PlayStation 3 is ad free. Maybe Sony is about to pull ahead.
Posted: Jul 2nd 2009 8:43AM (Unverified) said
In the NXE, only the Spotlight section have ads and they are all game related. Does it really take any stretch to understand that the 1080P will allow 1080P streaming of those ads when you click on them if you have a set that supports the resolution. This will also allow for 1080P streaming of a lot of video content within the 360 which is a good thing.
Integrating Silverlight technology into the 360 is definitely the smart choice. Silverlight will bring a lot of rich content to the 360 and maybe open up the service for a browser as well.
As for Silverlight 1080P compared to a blu-ray disk. I have watch a 1080P movie from Silverlight and you will find that it is pretty damn nice even up to Blu-Ray. Do not forget that a Blu-ray disk supports multiple languages audio and a host of other stuff that fills the disk. Silverlight is only sending you the movie in one type of soundtrack with one type of audio. You would be hard pressed to find the differences and when you do they are small enough and acceptable where it really doesn't matter.
Integrating Silverlight technology into the 360 is definitely the smart choice. Silverlight will bring a lot of rich content to the 360 and maybe open up the service for a browser as well.
As for Silverlight 1080P compared to a blu-ray disk. I have watch a 1080P movie from Silverlight and you will find that it is pretty damn nice even up to Blu-Ray. Do not forget that a Blu-ray disk supports multiple languages audio and a host of other stuff that fills the disk. Silverlight is only sending you the movie in one type of soundtrack with one type of audio. You would be hard pressed to find the differences and when you do they are small enough and acceptable where it really doesn't matter.
Posted: Jul 2nd 2009 10:54AM Johnny Neat said
Why add anything when the NXE is a laggy time trap. Don;t accept or send invites or messages to friends while in an online match. You'll be stuck there 30 seconds to a minute and a half of frozen pain.
Plus why are we waiting for a fall or any seasonal update when they said the NXE could be changed on the fly?
Plus why are we waiting for a fall or any seasonal update when they said the NXE could be changed on the fly?
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