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AMD's Live aims to bring online content to the TV

Posted: 01 Mar 2006 ?? ?Print Version ?Bookmark and Share

Keywords:Junko Yoshida? Advanced Micro Devices? AMD? Live? Consumer Electronics Show?

The brand names rhyme, but otherwise, Advanced Micro Devices Inc.'s Live, which also rolled out at the Consumer Electronics Show last January, has little in common with Intel's Viiv.

Where Intel strives to deliver premium content to a Viiv-compliant platform, AMD is positioning its Live efforts as more practical and, perhaps, less threatening to the consumer electronics (CE) industry. The chipmaker plans to design a Live PC to serve as a conduit for the delivery of media applications already available onlinefantasy football, Oprah's book club, Nascar and othersto TVs.

The goal is to "blend digital media applications with TV broadcast," said Teresa de Onis, desktop product and brand manager at AMD. She said AMD's consumer surveys have proven that users are "wary of putting the PC right in the middle of TV viewing."

Consumers may want extra applications on their TVs, but they want a very easy-to-use user interface, such as the ones on DVD players today, she said.

Calling Intel's Viiv initiative "a winner-take-all" strategy, de Onis said AMD is styling Live as a more CE-industry-friendly, "collaborative" approach.

But it is unclear whether the CE industry will regard Live as an ally. In fact, some of the "media applications" AMD hopes to send out via PC are similar to the interactive applications planned for delivery via broadcast pipes by the Java-based Multimedia Home Platform (MHP), promoted by Europe's DVB group, and the OpenCable applications platform (OCAP), pushed by the U.S. cable industry.

AMD's de Onis said she wasn't familiar with either MHP or OCAP.

- Junko Yoshida
EE Times

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