Home » MTV Networks Announces Groundbreaking Programming Partnership With Microsoft for E3 Expo 2010
MTV Networks, a division of Viacom (NYSE: VIA, VIA.B), today announced a broad-ranging, first-of-its-kind programming partnership with Microsoft Corp. for Electronic Entertainment Expo 2010 (E3 Expo 2010), the video game industry’s leading trade show. For the first time, only MTV Networks will take viewers inside the spectacular controller-free games and entertainment with “The World Premiere of ‘Project Natal’ for Xbox 360” experience, a spectacular live performance imagined by Cirque du Soleil, and live to the Xbox 360 Media Briefing for game announcements, world premieres and breaking news on the future of the Xbox 360 video game and entertainment system.
“We look forward to making entertainment history again at E3 Expo 2010 and can’t think of a better partner than MTV Networks to exclusively share our news, experiences and Cirque du Soleil’s amazing creativity with an entirely new audience,” said Don Mattrick, senior vice president, Interactive Entertainment Business, Entertainment and Devices Division at Microsoft. “Project Natal is one of the most exciting new product launches of the year, and MTV Networks is the perfect partner to bring this one-of-a-kind event from Xbox and Cirque du Soleil to its viewers and passionate gamers and all across the country,” said Rich Eigendorff, chief operating officer, MTV Networks.
Heralded by TIME Magazine as one of the top inventions of 2009, “Project Natal” is set to forever change the way we interact with entertainment. In the world premiere experience, the creative visionaries at Cirque du Soleil created a stunning production that brings the idea of controller-free gaming and entertainment to life. Witness an original and exclusively created consumer spectacle that pushes the boundaries of live entertainment with cutting-edge technology, pulsating music, amazing puppetry, futuristic video projection and unbelievable physical dexterity. “The World Premiere ‘Project Natal’ for Xbox 360” experience, as imagined by Cirque du Soleil airs commercial-free on MTV, Tuesday, June 15 at 3:30 p.m. EDT, and on Nick at Nite, mtvU, MTV Hits and Logo , Tuesday, June 15, at 9 p.m. EDT.
SPIKE TV, home to the SPIKE Video Game Awards, the biggest night of the year for the gaming industry, will be the exclusive broadcast home for the Xbox 360 E3 Media Briefing. Set to air live and commercial-free in high-definition on Monday, June 14, at 1:30 p.m. EDT, the Xbox 360 Media Briefing is a blockbuster event where the future of the Xbox 360 system is revealed. Last year’s presentation included the debut of “Project Natal,” and Paul McCartney, Ringo Starr, Yoko Ono Lennon and Olivia Harrison came together to reveal MTV Games and Harmonix’s “The Beatles: Rock Band.” Hosted by SPIKE TV’s Geoff Keighley from the Wiltern Theater in Los Angeles, viewers won’t want to miss breaking news on “Project Natal” and Xbox LIVE, surprise new game announcements, and world premiere demos of upcoming Xbox 360 exclusive games, “Halo: Reach,” “Gears of War 3” and “Fable III.” “Xbox 360: The Future Revealed” airs live on Monday, June 14, from 1:30–3 p.m. EDT.
MTV Networks’ GameTrailers.com will provide live, high-definition video streams on the Internet of both the Xbox 360 Media Briefing and the world premiere of “Project Natal,” powered by the global Akamai HD Network platform. In addition, GameTrailers.com will present exclusive live pre- and post-shows for the Xbox 360 Media Briefing on June 14 with additional video game world premieres and announcements.