A tale of two Microsofts

And so it was to a rather emasculated Los Angeles Convention Center for the first press conference and briefing of E3 2008.
The E3s of old were colourful, brash affairs but there were no signs of the traditional giant posters on the convention windows and walls. The walls were bare and the hall had the air of an accountancy convention, rather than a games conference.
We'd been dragged from our beds for an early morning exclusive press briefing with Microsoft, ahead of the actual Xbox conference. We were promised a "major announcement".
On the way to the venue the journalists speculated about the announcement:
"A price cut!" "A new Halo game""Bungie's new project"
So what was it? Well, it was Lips, a karaoke game that bears more than a passing resemblance to Singstar on the PlayStation 3.
A ripple of disinterest passed through the assembled media who half-heartedly asked some questions, most of which were batted away with a "we can't talk about that right now" response.
Microsoft brought on Welsh singer Duffy as the acceptable face of video games to plug the new title. Right on cue she admitted she didn't play video games because they were too violent.
One of the journalists asked her about downloadable content for Lips. Unsurprisingly, she wasn't exactly that well versed with the digital distribution plans for Xbox Live titles.
And so on we trouped to the press briefing proper. And it was the usual slick Microsoft briefing.
We were expecting a radical new direction for the console. But the first half was dominated by the classic blockbuster franchises, Gears of War 2, Fable 2 and Fallout 3.
Just as we thought that Microsoft's attempt to become a more family-friendly console was an illusion, up stepped John Schappert and Shane Kim to reveal all.
A re-designed Xbox Live, coupled with plenty of social and casual games were paraded in front of us. But it felt like Microsoft had merely cherry picked some of the more successful aspects of the PlayStation and Wii, and created versions for the 360.
There was lots of news about new developments for Xbox Live content but most of them applied only to the North American market.
Bungie were due on stage to reveal a taster of their upcoming project their first title post Halo. But there was no sign of them.
I had been due to speak with them immediately after the briefing but that too was pulled with little explanation.
And so what impression am I left with? Well, Microsoft are clearly a company being pulled in two directions: it needs to satisfy the blood-thirsty needs of its core demographic, but can only triumph over Sony if it can attract more European gamers to the platform, and they tend to prefer more casual titles.
Microsoft can do both but the firm just looks uncomfortable trying to do casual and social: a demo session during the briefing of three Xbox senior playing a movie game was just painful to watch.

Olympic ideal not burning bright in Italy

(CNN) -- The debate about the Olympics in China hasn't had much impact in Italy.
Hot themes such as boycotting the Games never really made it to the front pages here, and there were no protests or episodes of violence that were seen on the streets of Paris and London when the Olympic torch came through those cities.
It is true that this time the Olympic torch didn't touch Italian soil as it did before Athens 2004 but still the main feeling here is of a general disinterest.
This may be because Italians are interested in football more than in any other sport, and the other big event of the summer, Euro 2008, is much more relevant from a media's point of view than the Olympic Games.
Mediaset will be there in Beijing of course with four journalists in the field, but at the moment we're not particularly pushing them with "battage" or any other preliminary coverage.
In Italy, China is still perceived as a very far away place and there is a quite blurred idea of what the Olympics may mean to the Chinese people.
It is hard to predict the effect the Games will have over the commercial relations and geo-political equilibrium between western countries and "the Celestial Empire."
Even so, there is something decadent in the way our sports media has had to concentrate on particular stories related to fencing, swimming, rowing, or any other sport that Italians excel in, in order to maintain their share of viewers from the general public.
Because of this, we have neglected to cover the discussions on the general and historical context of where the Games will take place. In some way, this is a kind of betrayal toward theChinese population.
China is focusing on Beijing 2008 as an event of global interest and the place where the rest of the world will see what China is able to do.
The Chinese people seem to be whole-heartedly supporting the Games, but there is the issue about their freedom to criticize their political system and own personal freedoms.
The Beijing Games then is not just for sport's sake, and it's a difficult task western journalists face to let the rest of the world understand its significance.