Interview: Intel's media gamble

March 9, 2006

Intel is the world's biggest semiconductor manufacturer, but the chipmaker is eager to be seen as a media company too. Its recently released Viiv standard promises to standardize entertainment-centered convergence technologies such as personal computers and Internet television boxes. United Press International talked to Kari Skoog, marketing manager in Intel's global communications group, to find out more.

Q. What exactly is Viiv?

A. Intel Viiv technology is Intel's platform for the digital home designed to enhance how people enjoy, manage and share digital entertainment in the home. The platform is made up of the latest and innovative Intel technologies including an Intel dual-core processor, a feature-rich chipset with support for a minimum of 5.1 surround sound, connectivity for the latest online content, and CE-like features for easier navigation of online services and the capability to instantly turn the PC on and off once the system is initially started and the feature is activated.

Q. What can you tell us about your new line of Viiv program?

A. Viiv technology-based entertainment PCs make it easier for people to enjoy, manage and share digital entertainment on a choice of TV, PC, laptop and handheld screens. We have packed some of our most innovative technologies into the Intel Viiv technology platform, including a choice of Intel dual-core processors, feature-rich chipsets and options ranging from surround sound to the use of a remote control for the 10-foot viewing experience.

Q. How involved were your OEM partners and Microsoft in creating Viiv?

Q. Microsoft Windows Media Center Edition is the required operating system for the Viiv technology platform, meaning that PCs will not carry the Intel Viiv technology logo if they do not have MCE loaded on the system. We believe that the combination of Intel Viiv technology and MCE makes for the best digital home computing experience available today.

We expect more than 110 systems based on Intel Viiv technology to be available by the end of the first quarter of this year. System availability varies by PC manufacturer and country. Intel Viiv technology-based entertainment PCs will come in a variety of styles ranging from a system the size of a book, a system that looks like a DVD player or VCR, to an all-in-one hybrid TV design or the more traditional tower designs.

Q. What are the advantages and disadvantages of having a Windows Media Center Laptop or PC with the Viiv seal of approval vs. a regular stand-alone machine?

A. If you agree that seemingly every day major media, computer and CE companies are announcing deals to deliver virtually limitless hours of digital entertainment, then you'll also agree that the need for a state-of-the-art entertainment PC to help download, store, view and control this content within the home is obvious. We've created, tested and validated a new platform and brand that no other company can claim is delivering together in one system. Just having the pieces is not enough, and that's the value that Intel brings with its platforms. We design and test the pieces to all work together to deliver a better experience for people. We also work with a variety of companies across the PC, CE and content industry to make sure that there is a variety of broadband-delivered entertainment (movies, music, games, etc.) to download, enjoy and share with other devices (like portable media players, digital media adapters, set-top boxes, TV sets and more) in the home. These content services and applications and devices will all carry an "Enjoy with Intel Viiv technology" logo so that the consumer knows that they will work with their Intel Viiv technology-based entertainment PC.

Copyright 2006 by United Press International