The Inside Xbox on-console video service is to be discontinued in the US, Microsoft has announced.
Community man Major Nelson broke the news on his blog earlier today, though didn't offer much of an explanation beyond "we must continue to invest our resources and talents wisely".
The US version of Inside Xbox also severs Canada, Australia and New Zealand.
"We will be leveraging third-party news and video content available through a variety of existing and future partners, and supplementing this content with select first-party offerings," added Nelson.
"However, day-to-day news content and weekly programming currently offered though Inside Xbox will cease production in the United States. This includes shows like Major's Minute, Featured Videos and Insider Moves packaged under the Inside Xbox brand."
So, what of the various European versions? It doesn't sound too positive.
"Xbox Live in EMEA is currently looking at its operating model for Inside Xbox," he wrote.
"This could potentially result in some changes, but we have no news here to share yet.
"Xbox Live in Mexico and Japan will continue to produce first-party content for its members via other media outside of the Inside Xbox brand."
Microsoft has added a number of video content providers to the Xbox 360 dashboard in the last year or so, including Netflix, BBC iPlayer, 4oD and LoveFilm, with entertainment app usage reportedly surpassing actual online gaming time. Has that shift of focus come at the expense of Microsoft's internal video teams?