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Robbie Bach: Entertainment

Robbie Bach is a busy man. He's trying to fend off Sony and Nintendo in the game console race, and to catch up to Apple in the music business. But the toughest task assigned to the head of Microsoft's entertainment and devices unit may be less obvious: getting all of the software giant's disparate units working together to form a cohesive entertainment strategy.

"It's the reason why we changed structurally how we're organized," Bach said, referring to a September 2005 reorganization that put the teams that develop software for cell phones, TVs, and music players in one division reporting to him.

As he toured the crowded Consumer Electronics Show floor here, Bach explained to CNET News.com his strategy for moving the company more deeply into consumers' living rooms.

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gamespot.com
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