Microsoft and Samsung Join for Xbox 2

April 29th, 2005, 21:31 Posted By: wraggster

Microsoft and Samsung, sitting in an HDTV, K, I, S, S, I, N, G. That's how we'd describe the newly announced love-fest between the Seattle-based computing giant and the Korean consumer electronics company if we were five years old.
But, alas, we're not. So we should say that Microsoft has announced that Samsung will be the preferred supplier of High Definition television sets (HDTV) for the Xbox 360.

Microsoft is making a big deal about the whole High Def thing, with J Allard's keynote speech at March's GDC discussing how HD technology will be an important part of the next-gen Xbox experience. "In the HD Era the platform is bigger than the processor," he said, "[this] new technology will redefine entertainment as we know it."

The Xbox 360 will be specially designed to exploit the greater quality and resolution available on HDTV sets, leading to more immersive and impressive game experiences. Thanks to this partnership Samsung will be the recommended manufacturer of these HDTV sets.
"Samsung is a natural partner to showcase the richness of the next-generation Xbox," said Peter Moore, Xbox's corporate vice president of worldwide marketing and publishing. "Samsung HDTVs will provide Xbox enthusiasts with the truest high-definition gaming experience available."

Samsung HDTV sets will be installed in over 25,000 Xbox 360 retail pods around the world to give gamers a taste of the HD love.

Technically speaking, Samsung's HDTVs offer super-fast 12 millisecond pixel switching speed, which means more stuff can happen on screen without blurring or ghosting. The Fixed Pixel Device eliminates scan lines, consigning judders and flickers to the bin. And improved audio technology means sound will be crisper, deeper and richer than ever before.

Of course, this announcement is more commercial than technical in nature. The partnership is essentially a marketing tool for both companies, and indeed huge cross-promotions on TV, cinema, and print media are planned. Interestingly, Microsoft states that the first Xbox 360 High-Definition game will "incorporate Samsung-branded products as well as instances of Samsung's logo as part of the overall HD gaming experience". Perfect Dark Zero, perhaps?

It's all very cosy, but surely the real question is how many people are willing to splash out on a new, expensive TV to go with their new games console? Let us know what you think in the forums.

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