That's the "E3 Media and Business Summit" now, folks.

The new E3 is sounding like how we all imagined it, in terms of a streamlined, more media-focused event. The now invite-only event, which will run from July 11th from July 13th in Santa Monica, California, will feature more personal business meetings and daily luncheons conferences... whatever a "luncheon" is.

"By combining suite-based meetings with the software showcase in a controlled and business-like environment, we believe we will successfully fulfill our primary objective of giving high-level media the best of all worlds -- the chance to engage in highly personal, one-on-one dialogue with leading game company executives, as well as the chance to demo games on their own time and to check out offerings from both the best known and emerging game publishers and developers," said ESA President Douglas Lowenstein in the announcement release.

This doesn't give a much better idea of how much influence the event will have, and what calibre of games and announcements will be show, but at least we've some dates for our calendar.