Industry bible Deadline reports that Ballmer made the short trip south from Redmond to Los Angeles to reaffirm his company's commitment to bringing the best entertainment content to the new console.
The article claimed the CEO accompanied the head of Microsoft Entertainment Studios Nancy Tellem on to sell "what we could do with the Xbox One" in sport, music and TV to bosses at Sony, CBS and more.
The reported meetings explained the how the new Kinect 2.0 sensor's voice and motion controls could be used to spawn next-generation apps and services for the console, the source claimed.
Deadline's insider noted the trip reiterated "Microsoft's commitment to transitioning its business to devices and services and to explaining that Hollywood entertainment is a big part of that. Microsoft in the past has just dipped a toe but now has a real commitment."
Microsoft spent much of its Xbox One launch event on May 21, explaining the entertainment aspects of the Xbox One, much to the chagrin of hardcore gamers.
The company already has an exclusive deal in place with the National Football League, while Steven Spielberg will executive produce a live action TV drama based on the Halo game franchise.
The new box will also integrate fully with the user's cable or satellite TV set-top box, enabling them to interact with apps like Netflix and HBO Go at the same time as browsing TV listings.
The focus is expected to turn to games at the E3 expo next Monday June 10, where Microsoft will make a second keynote address.
- Following E3, there's another Microsoft event going on, Build 2013. Check out all the latest on our hub page.
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A technology journalist, writer and videographer of many magazines and websites including T3, Gadget Magazine and TechRadar.com. He specializes in applications for smartphones, tablets and handheld devices, with bylines also at The Guardian, WIRED, Trusted Reviews and Wareable. Chris is also the podcast host for The Liverpool Way. As well as tech and football, Chris is a pop-punk fan and enjoys the art of wrasslin'.