Software giant Microsoft is looking for a TV executive to help develop original programmes for its Xbox Live TV service.
Citing people with the knowledge of the matter, Bloomberg reported that the company has hired Tom Schneider, a partner at Stratis LLC to look for the TV executive.
Marc Graboff and Jeff Gaspin, former NBC executives have been approached by the company for the position.
The report comes as Microsoft is looking to reinvent the Xbox 360 console as the go-to entertainment device, building on the popularity of Xbox Live to offer TV programmes to its users, apart from games and music streaming services.
As a part of its efforts, Microsoft has partnered with more than 40 TV content providers to offer TV programmes to users including HBO, the BBC and Sony's Crackle. The service will be launching by the end of this year, with the company expected to rope in more providers next year in 2012.
The TV executive will be responsible for developing original programmes for the service. Microsoft has developed some of the bestselling games for Xbox 360 and is planning to do the same for Xbox Live TV service.