Sony had its Sir Howard. Microsoft now has its Sir Robbie. Well, kind of.

　　Already in charge of Microsoft's Entertainment and Devices Division, one of three lead divisions at the software and game giant, Robbie Bach yesterday took on an even broader set of responsibilities.

　　In news that appears to have been "leaked" to a number of news outlets--most notably The Wall Street Journal and Seattle Post-Intelligencer--Bach outlined the changes, which come on the heels of earlier management tweaks that were announced over the summer.

　　"In September, Steve [Ballmer, Microsoft CEO] announced some significant cross-company organizational changes intended to achieve greater agility, better manage future growth, and drive our software-based services strategy. Today, I'm excited to share the plan for how our new Entertainment Devices Division will align itself to deliver on these companywide objectives and the E&D charter while simultaneously ensuring our continued focus and momentum on existing efforts," Bach reportedly said in his memo.

　　Reacting to the news, The Journal said, "The recent changes elevate Mr. Bach and give his division a more critical role in Microsoft's future."

　　Specifically, Robbie Bach will assume broader responsibilities and authority to drive strategy for Microsoft's digital movie, television, music, and game businesses.

　　Taking greater control of the Xbox business is Peter Moore, currently vice president of worldwide publishing, and probably the most visible (and globe-trotting) of any Microsoft executive aligned with the Xbox business.

　　Moore was put in charge of the Interactive Entertainment Business unit, one of four divisions that now report to Bach. Moore will oversee all of Microsoft's game interests in both the hardware and software (which will now include games for the Xbox and PC) departments. The new division will also help with the new Vista operating system launch.

　　J Allard, another face attached to the Xbox 360, will head up the brand-spankin' new (and cryptically titled) Experiences and Design for Gaming and Entertainment Group.

　　Allard's group will help map out the future of the four new departments created in the reshuffling of Microsoft's entertainment sector: Moore's Interactive Entertainment unit, a group focused on digital video, music, and television headed by Bryan Lee; a mobile and embedded business division under boss Pieter Knook; and the company's consumer productivity experiences unit controlled by Tom Gibbons.