IsYourFamilySet
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Microsoft educates parents on 20-city bus tour [update 1]
Beginning today, Microsoft, along with partners Best Buy and the Boys & Girls Clubs of America, begins a 20-city bus tour to educate parents on understanding the ESRB ratings scheme and implementing the parental controls built into the Xbox 360 and accompanying Xbox Live service. The project -- sensationally titled "Safety is no game. Is your family set?" -- is being spearheaded by Robbie Bach, president of Microsoft Corp.'s Entertainment and Devices Division, who spoke with us briefly about the goals of the new initiative.Bach was blunt that this campaign isn't entirely unrelated to the business of selling video game consoles. Yes, there is the altruistic goal of edifying parents who feel confused or disenfranchised by an increasingly complex video game industry; but, if Microsoft can convince parents that Xbox 360 -- versus, let's say, Nintendo or PlayStation -- ensures a gaming environment that parents are in control of, they'll have earned a significant strategic victory.
