Feeds

Intel recruits top Hollywood talent to make Viiv thrive

Hopefully, they know what Viiv is

High performance access to file storage

CES Intel rolled out Tom Hanks, Morgan Freeman and Danny DeVito to help sell its Viiv technology here at the Consumer Electronics Show (CES). The star power, however, did little to convince us that this Viiv thing is more than a wishy-washy brand.

Intel describes Viiv - which sounds like 'five' - as a hardware and software pairing meant to usher in a new era of computing and entertainment. This concept fits into Intel's new "platform" marketing fluff that presents processors as some kind of lifestyle choice. For example, Intel would have you believe that you'll be a media-less hermit in a couple of years if you reject Viiv's embrace.

To lay it on thick, Intel announced partnerships with AOL, DirecTV and NBC where the content providers will certify their services to work with Viiv-enabled technology.

Then, Intel's new CEO Paul Otellini brought out Hanks, Freeman and DeVito to sell the ClickStar movie service, which will be Viiv-enabled, whatever that means. The first ClickStar film, 10 Items or Less, will premiere online "within weeks", according to the media moguls. Hanks and Freeman, in particular, talked up ClickStar, which is meant to give directors and actors a non-Hollywood mechanism for releasing films straight to consumers.

Despite all these content deals and movie stars, Viiv still seems to be little more than a media PC description.

To its credit, Intel appears to have done a nice job of pushing the content owners to release more product online, so that media PCs will actually be useful. It seems hard to imagine though that AMD-based systems and Macs would be banned from this world of glorious content despite their lacking Viiv.

Along with Viiv, Otellini talked up the slick, new Centrino Duo processor, which packs two processor cores on a single chip. "It crosses a new threshold," Otellini said. "It delivers more performance and consumes less power."

Intel expects PC makers to come out with some smashing designs with the speedy new product.

Intel has put a huge focus on branding at this year's CES, which is hardly a surprise given that Otellini is the first Intel CEO with a sales and marketing background.

"We are at the threshold of a new digital entertainment era," Otellini said, marketing Viiv hard. "This really is nothing short of revolutionizing entertainment."

It remains to be seen if Intel can keep up the marketing blitz and catch up to AMD at the same time. Viiv or no Viiv, Intel needs to show that it can compete on desktop and server performance with AMD again. ®

High performance access to file storage

More from The Register

next story
Report: Apple seeking to raise iPhone 6 price by a HUNDRED BUCKS
'Well, that 5c experiment didn't go so well – let's try the other direction'
Microsoft lobs pre-release Windows Phone 8.1 at devs who dare
App makers can load it before anyone else, but if they do they're stuck with it
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Nvidia gamers hit trifecta with driver, optimizer, and mobile upgrades
Li'l Shield moves up to Android 4.4.2 KitKat, GameStream comes to notebooks
Gimme a high S5: Samsung Galaxy S5 puts substance over style
Biometrics and kid-friendly mode in back-to-basics blockbuster
AMD unveils Godzilla's graphics card – 'the world's fastest, period'
The Radeon R9 295X2: Water-cooled, 5,632 stream processors, 11.5TFLOPS
Sony battery recall as VAIO goes out with a bang, not a whimper
The perils of having Panasonic as a partner
NORKS' own smartmobe pegged as Chinese landfill Android
Fake kit in the hermit kingdom? That's just Kim Jong-un-believable!
prev story

Whitepapers

Mainstay ROI - Does application security pay?
In this whitepaper learn how you and your enterprise might benefit from better software security.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.