Microsoft has hired Nancy Tellem, the former president of CBS Television Studios, to head up a new original programming unit at Xbox, reports the New York Times. The unit will be based in Los Angeles, tasked with creating entertainment content that “fuses video and gamelike content,” sources told the Times. Microsoft’s official announcement is expected later today.

With Netflix, Hulu and YouTube all investing in original content on an increasing scale, it should come as no surprise that Xbox is getting into the video production business. Xbox remains TV’s largest social network — now with a second screen solution — with 40% of the activity on the console NOT related to gaming. At Microsoft’s company meeting this last week, CEO Steve Ballmer made it clear that Xbox remains a big priority.

Xbox is already showing its content ambitions with an interactive twist. During the conventions, Xbox offered an election experience that included a live feed of the proceedings. Viewers could use their controllers to answer questions and see the results from other viewers seconds later.