April 11th, 2005 (11:49am) - MTV: Music Television and Microsoft have announced a global marketing alliance to unveil the next-generation Xbox on MTV channels in the United States, Asia Pacific and Europe, all within a 24-hour window, a first for the video game industry. The highly anticipated console will be revealed to video game fanatics, music lovers and MTV viewers via a high-energy half-hour program titled "MTV Presents: The Next Generation Xbox Revealed." The special will be hosted by actor and Xbox fanatic Elijah Wood, known globally for the Academy Award-winning "Lord of the Rings" trilogy. Island Records’ renowned Las Vegas rockers The Killers will deliver electrifying performances throughout the special. The global broadcast will premiere Thursday, 12th May, at 9:30 p.m. EDT in North America and on Friday, 13th May in other regions around the globe (local air times below).
Viewers will get an exclusive look at the Xbox vision for the next generation, one that ensures that the user experience is always connected, always personalized and always in high definition. The special will feature never-before-seen, action-packed gameplay of future Xbox games, a peek into the future of the Xbox Live online gaming service, backstage celebrity interviews and exclusive insider footage on the making of the next-generation console.
The inside look at the next-generation Xbox will continue at MTV.com, where after the special, viewers will find extended event coverage including behind-the-scenes video, photos and other special extras. MTV.com will also provide ongoing in-depth coverage of the next-generation Xbox highlighting the latest news, product details and previews of hot next-generation games.
"We recognize and celebrate our viewers’ passion for gaming and are excited to be working with Microsoft to launch such a significant entertainment product," said Dave Clark, vice president, International Marketing Partnerships. "We’re proud that Microsoft considers MTV the premier global network to launch its new Xbox gaming console and reveal the first look to MTV viewers around the world."
"Just as MTV revolutionized the way the world experiences music, the next-generation video game console from Xbox will spark a revolution in how consumers experience games and other forms of digital entertainment," said Peter Moore, corporate vice president of worldwide marketing and publishing for Xbox at Microsoft. "We are ecstatic about our alliance with MTV and unveiling a video game platform in a way that has never been done."
"MTV Presents: The Next Generation Xbox Revealed" will be broadcast around the world. Local market times are as follows:
North America: Thursday, May 12, at 9:30 p.m. (21:30)
Japan/Asia: Friday, May 13, at 11:30
Europe: France: Friday, May 13, at 19:00
Germany: Friday, May 13, at 19:00
Italy: Friday, May 13, at 23:30
Netherlands: Friday, May 13, at 19:30
Poland: Friday, May 13, at 21:00
Portugal: Friday, May 13, at 20:00
Romania: Friday, May 13, at 20:00
Scandinavia: Friday, May 13, at 22:00
Spain: Friday, May 13, at 21:30
U.K.: Friday, May 13, at 20:00
Australia: Friday, May 13, at 19:00
