Bach assigns extra responsibilities to two

Continuing its push to grow its digital entertainment biz, Microsoft has given new responsibilities to two top execs who defected from Hollywood as part of a broader corporate reorganization.

That shakeup started several months ago, when Microsoft divided itself into three new groups. Entertainment and devices, headed by former vidgame topper Robbie Bach, oversees all of the tech giant’s businesses related to content.

Bach has now assigned new responsibilities to top entertainment-related execs working under him.

Former Sony Pictures business affairs exec Bryan Lee is heading up a new entertainment business group that oversees all the tech giant’s non-gaming digital entertainment, including music, TV and online video. He was previously chief financial officer of Microsoft’s home entertainment group.

Blair Westlake, who moved to the Redmond, Wash.-based company last year, will continue to spearhead partnerships with content companies. He largely continues with the same responsibilities, but his group has been renamed media, content and partner strategy.

He was previously in charge of media/entertainment and technology convergence, working in the Windows operating system division.

In addition, J Allard, previously the No. 2 exec in Xbox vidgame division, has a broader charge overseeing customer experiences for digital entertainment, most notably on the Xbox Live online service. With the launch of next-gen console Xbox 360, Microsoft has upgraded Xbox Live to allow delivery of video, music and other content over the Net and through the 360 onto TV.

It has already partnered with Paramount to offer trailers of “Aeon Flux” and “Mission: Impossible 3″ in high definition.

Peter Moore, who has been in charge of marketing and publishing for the vidgame division, is now top exec overseeing the Xbox business.

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