The New York Times is reporting that Microsoft has struck a deal with Hollywood veteran Peter Safran's company to produce original shows for distribution on the XBox 360 platform. The intent is to appeal to the XBox demographic which is largely male and between the ages of 14 and 34. Safran's company, appropriately named "Safran Company", will produce short 10 minute scripted shows initially in the comedy and horror genres. The first of which are expected to be available this fall. “The Xbox is unique. It operates at a level outside of what we generally consider Web entertainment,” Mr. Safran said, adding that the new shows would be available only via XBox 360 but might eventually show up elsewhere.