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The effects of Microsoft’s new Xbox Entertainment Studios seem to already be coming through.

After announcing the company’s plans to offer more exclusive Xbox content last week, Microsoft just inked a deal to stream the second season of NBA star LeBron James’ animated series “The LeBrons” on Xbox Live and

The show features four characters that all represent an aspect of James’ personality and is designed to promote positive life messages. During its inaugural season in 2011, “The LeBrons” received over 50 million episode views on YouTube.

This news comes days after Xbox launched two new entertainment apps: Telemundo and Neon Alley channels.

Speaking at the AllThingsD D:Dive Into Media event last week, Microsoft’s Nancy Tellem fleshed out some details about the company’s new L.A.-based Xbox Entertainment Studios. Tellem, president of entertainment and digital media at Microsoft, is overseeing operations at the studio, where Microsoft is trying to create more interactive content for the Xbox that “will change the way entertainment content is experienced and delivered,” according to the company.

It will be interesting to see how Xbox competes with companies like Amazon and Netflix, both who are starting to produce their own exclusive content. Amazon recently announced a streaming deals with CBS and PBS, while Netflix just premiered its own, exclusive original series “House of Cards.” Amazon is also producing its own comedy series.

Microsoft also is working on something called IllumiRoom, a research prototype that uses a projector and Kinect for Windows to extend gameplay beyond the television set to the entire room.

Previously on GeekWire: Xbox 360 marks 25 straight months atop U.S. market

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