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Intel plays hard ball with sports jocks' Knicks

Puts money where its mouth is, into Choice Seats

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Chip giant Intel has signed a deal with, and put money into, a technology called Choice Seat, owned by CSI. Described as "an interactive experience for sports fans", Choice Seat lets sport jocks make games more interesting when they are dull by fiddling with a 10-inch touch screen built into other fans' seats, during a game. The technology is already in place in New York's Madison Square Garden. Williams Communication has a majority share in CSI, and Intel has become a minority investor in the company, to the tune of a sum which has not been disclosed. According to executives at Intel, the technology agreement and investment form part of a strategy it has. This part is intended to bring interactive video and data to fans both inside and outside sports stadiums. Fans can fiddle with other people's seats at Madison Square Gardens during Knicks, Rangers and Liberty Games, said Intel. Somehow, we're not sure we'll ever see the technology take off at Pittodrie, home of Aberdeen United, where touching anything belong to another fan, especially his or her seat, brings the retort CUJimmy*. ® *See The Register Guide to Acronyms

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