Feeds

Intel recruits top Hollywood talent to make Viiv thrive

Hopefully, they know what Viiv is

Boost IT visibility and business value

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. ®

The essential guide to IT transformation

More from The Register

next story
Top Gun display for your CAR: Heads-up fighter pilot tech
Sadly Navdy kit doesn't include Sidewinder missile to blast traffic
FEAST YOUR EYES: Samsung's Galaxy Alpha has an 'entirely new appearance'
Wow, it looks like nothing else on the market, for sure
iPhone 6 flip tip slips in Aussie's clip: Apple's 'reversible USB' leaks
New plug not compatible with official Type-C, according to fresh rumors
YES YES YES! Apple patents mousy, pressure-sensing iVibrator
Fanbois prepare to experience the great Cupertin-O
Apple takes blade to 13-inch MacBook Pro with Retina display
Shaves price, not screen on mid-2014 model
TV transport tech, part 1: From server to sofa at the touch of a button
You won't believe how much goes into today's telly tech
NVIDIA claims first 64-bit ARMv8 SoC for Androids
Mile-High 'Denver' Tegra K1 successor said to rival PC performance
XBOX One will learn to play media from USB and DLNA sources
Hang on? Aren't those file formats you hardly ever see outside torrents?
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.