Microsoft CEO: '360 is not a console'

Microsoft CEO Steve Ballmer has said that the Xbox 360 is not a games console.

He told USA Today that its multimedia capabilities and Kinect support makes it an entertainment device.

"Xbox isn't a gaming console. Xbox is a family entertainment centre. It's a place to socialise," he said.

"It's a place to watch TV. We have Hulu coming. It's the only system where you are the controller. Your voice, your gestures, your body."

Although Ballmer admitted that the firm could improve with targeting a broader set of demographics, such as teenage girls, the console is resonating better with a wider audience.

"I think about my own family. My wife used to say, 'No, no, that's the machine the boys use', and now she says, 'Yeah, I want to go watch movies. Let's go play the dance game'," he said.

"It opens up accessibility to family entertainment because with the Kinect, you control these systems with your body, with your voice. We've opened up the world of content in TV, movies."

Kinect was released last November.