If Microsoft has its way, you won't just watch commercials.
The tech company is betting big on interactive TV as the way of the future. Its Xbox Entertainment Studio is using new technologies, including Kinect, to develop content that people do more with than passively observe.
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"I think there are a lot of ways you can get a commercial message across," said Nancy Tellem, president of Microsoft's Xbox Entertainment Studio, at the Paley Media Center Summit on Thursday. "So I believe in advertising—I just don't necessarily believe in the way it is incorporated in broadcast or cable is the most effective way.