Microsoft Corp. and Samsung Electronics announced intention to collaboratively push next-generation Xbox console into the market along with Samsung’s HDTV sets. The partnership will allow the companies to make their products more popular among end-users, whereas end-users are likely to receive certain benefits when buying Microsoft’s products along with Samsung’s offerings.

To promote the so-called high-definition (HD) gaming experience on the console which is likely to be officially called Xbox 360, the companies plan to place over 25 000 Samsung high-definition televisions in Microsoft Xbox retail kiosk locations across the globe.

The new 23” Samsung LCD TV (LNR238W) to be paired at retail with the new Xbox console offers 12ms pixel switching speed, which will enable intense action while overcoming any motion artifacts. In addition, the Fixed Pixel Device eliminates scan lines, further ensuring gameplay is smooth and flicker-free. Picture quality combines with advanced audio technology to create the perfect gaming experience. Samsung’s HDTV built-in speakers emulate the most realistic surround sound using SRS Tru-surround XT so the action feels even closer. Microsoft believes game enthusiasts will no doubt appreciate the sharper details, deeper contrast and rich sound that are standard on a Samsung HDTV.

Microsoft said its first high-definition game would incorporate Samsung-branded products as well as instances of Samsung’s logo as part of the overall HD gaming experience. This will mark the first time Microsoft incorporates a consumer electronics technology partner with the Xbox console and games and represent growing convergence between consumer electronics.

The next-generation console by Microsoft Corp. will be formally announced on the 12^th of May, 2005, during a special show at MTV channel. Viewers will get the first 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 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.

Microsoft Xbox 360 console is based around microprocessor developed by IBM, high-definition visual processing unit designed by ATI Technologies, I/O controller engineered by SiS and some other key components. The gaming machine will feature wireless network connectivity and will provide a broad set of multimedia capabilities, it is projected.

Commercial launch of the Xbox 360 may be scheduled for October or November, 2005, Goldman Sachs company recently said in a research note.