Feeds

Intel recruits top Hollywood talent to make Viiv thrive

Hopefully, they know what Viiv is

Top 5 reasons to deploy VMware with Tegile

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. ®

Internet Security Threat Report 2014

More from The Register

next story
Ford's B-Max: Fiesta-based runaround that goes THUNK
... when you close the slidey doors, that is ...
All aboard the Poo Bus! Ding ding, route Number Two departing
Only another three days of pooing and I can have a ride!
Official: European members prefer to fondle Apple iPads
Only 7 of 50 parliamentarians plump for Samsung Galaxy S
Fujitsu CTO: We'll be 3D-printing tech execs in 15 years
Fleshy techie disses network neutrality, helmet-less motorcyclists
Space Commanders rebel as Elite:Dangerous kills offline mode
Frontier cops an epic kicking in its own forums ahead of December revival
prev story

Whitepapers

Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
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.
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.
New hybrid storage solutions
Tackling data challenges through emerging hybrid storage solutions that enable optimum database performance whilst managing costs and increasingly large data stores.