Otellini unveils “Viiv” concept at CES

Otellini unveils “Viiv” concept at CES
LAS VEGAS - The digital living room stakes just got bigger with leading chipmaker Intel Corp announcing its intentions to invade living rooms with the official debut of the new chip called as Viiv. Intel CEO Paul Otellini showcased these chips at the Consumer Electronics Show in Las Vegas on Thursday.

LAS VEGAS - The "digital living room" stakes just got bigger with leading chipmaker Intel Corp announcing its intentions to invade living rooms with the official debut of the new chip called as "Viiv." Intel CEO Paul Otellini showcased these chips at the Consumer Electronics Show in Las Vegas on Thursday.

"Viiv is about putting the consumer in control," Otellini said in a keynote address. "What I think consumers really want is online content from their living room, on their couch, or while they're sitting on the bed." Viiv-based computers can act like an ordinary television and come equipped with the ubiquitous remote control thus allowing viewers to switch between music and video applications.

The machines can be turned on or off like ordinary TVs. Intel has laid extensive groundwork in order to hook the consumers on the Viiv concept. In place are deals with Direct TV, ESPN and Turner's GameTap. The ESPN deal would materialize as an ESPNMotion service that lets viewers download the highlights of their favorite games.

The Santa Clara, Calif.-based Intel has shifted its approach from just making chips to consumer friendly products. Towards this end, Intel has decided to rebrand itself as "Intel. Leap Ahead." With the introduction of Viiv, Intel's vision is "push to advance on-demand delivery of movies, TV, music, games and photos to any home on virtually any screen."

Otellini also said that 110 makers were building Viiv machines. "Simply said, this effort will help re-shape how consumers view their digital programming with a television leader such as DIRECTV embracing the PC and Intel Viiv technology," Otellini said.

Intel has also teamed up with Google to search Internet video content in a deal that should sent shivers up Redmond's spine. "Our goal is to work closely with Intel to make Google Video content available on new digital devices in the home," Susan Wojciki, a vice president at Google said in a statement.