The Hindu Business Line : Viiv to target plasma TV buyers

Viiv, Intel's home entertainment platform, will target Plasma TV buyers in India. Viiv (pronounced Vyve) is the future of entertainment in digital new media scenario. Intel Viiv PCs use the Internet to download movies directly to home. They are similar to Microsoft's Mediacenter PCs and rival Advanced Micro Devices' (AMD) `Live' PCs. Viiv PCs double up as game stations, integrate with portable media devices and can even showcase photos and videos on flat screen TVs.

"It's all about bringing Internet to the TV. We expect to see Plasma TV market adopt Viiv," said Mr John A. McClure, Managing Director (South Asia), Sales and Marketing, Intel Technology India. "Adoption of Viiv has exceeded original forecasts," he added, refusing to divulge the exact sales. In the top five cities, interest in owning a home entertainment system has risen over the past two/three years.

Partnership

The chipmaker recently partnered with Zee Telefilms to make TV content available in a digital form. Now, the company is in talks with other major service providers and Bollywood producers to acquire and distribute content. The company is also keen on using Viiv to distribute Bollywood films and cricket to overseas Indians.

The only barrier to the adoption of Viiv in India is low broadband penetration, said Mr McClure. With the set-up of WiMAX and improvement in last mile access that are expected by year-end, Viiv would experience a leap in adoption.

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