Microsoft CEO Steve Ballmer reportedly held meetings with numerous Hollywood TV executives in an attempt to secure exclusive content for the newly announced Xbox One console.

Sources close to the matter told Deadline both Ballmer and Microsoft's president of entertainment and digital media Nancy Tellem traveled to Hollywood to introduce the company's latest console in a number of intimate meetings. Tellem, who oversees live event programming for Xbox Live, is said to have introduced Ballmer to a number of Hollywood executives, including her former boss and CBS chief Les Moonves, Sony TV head Steve Mosko and CEOs of WME Ari Emanuel and Patrick Whitesell.

According to the report, Ballmer offered executives a preview of the new Xbox One to emphasize the system's capabilities for sports, music, reality and scripted programming, and Microsoft's disinterest in simply becoming "a cable channel."

Microsoft unveiled Xbox One earlier this month, revealing a new live-action TV show based on the Halo franchise and helmed by Steven Spielberg. The company also announced a partnership with the NFL to offer side-by-side integration of viewer fantasy football statistics and live game broadcasts.