Intel Scales Back On Viiv Digital Living Room Branding; Banks on MID Mobile Devices

About two years into its splashy CES 2006 debut, Intel (NSDQ: INTC) is scaling back on its digital living room brand Viiv. This was Intel’s attempt at branding entertainment/multimedia-heavy computers, with content deals with major content providers to stream in content onto these PCs. It included Intel-developed media software and joint work with content companies to certify that movies and other video fare delivered over the Internet worked well with a remote control and looked good on a TV screen.

We reported a year ago that Viiv had struggled to gain traction with consumers despite the heavy marketing. One of the major reasons was that the explosion in online multimedia means people haven


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