Electronic Arts, publisher of the Sims series, wants to become the biggest company in the entertainment industry. It wants to compete with companies like Disney. To achieve that goal, the company wants to create more games which target a mass audience. The next generation consoles might help that, as they will be superior when it comes to graphics. According to EA, the games industry is already bigger than the music industry now. The Sims TV-show is also briefly mentioned, and it's said this show will let video games play a more central role in popular culture. Besides that, EA is planning an internation awards show "similar to the Oscars and the Grammys" which would combine video games, music and movies. Game companies will also have to work more closely with celebrities, so players can play with their heroes. See this article at BBC News for more information.