Blog Post

Erik Huggers: Intel will launch its own TV service this year

Stay on Top of Enterprise Technology Trends

Get updates impacting your industry from our GigaOm Research Community
Join the Community!

Intel (s INTC) Media boss Erik Huggers finally broke his silence about the company’s TV plans at All Things Digital’s Dive into Media conference in Dana Point, California Tuesday, confirming reports from GigaOM and others that the company is working on a TV service, which it plans to launch later this year.

The offering will include a consumer electronics device, which Intel will sell through retailers as well as through its own website. “It is an Intel-powered device… with beautiful industrial design,” he said.

But the device is only part of the package. It will be paired with a TV service run by Intel that is going to launch under a new brand, which has yet to be revealed. Huggers didn’t go into too many details about the actual content that is going to be available through the service. “We are working with the entire industry,” he said, adding that he’s confident to sign all major players before launch.

Intel wants to make that content available both via live television streamed over the top — something Huggers compared to a traditional cable subscription — as well as on demand and through catch-up TV. Huggers likened the catch-up component to the BBC’s iPlayer, which he helped to launch at the broadcaster, and which makes pretty much all BBC programming available online after it airs on TV. “This is not a cherry-pick… this is literally everything,” he said.

GigaOM first reported in January many of the details mentioned by Huggers Tuesday, including some key hires from companies like Jawbone and Apple. (s AAPL) “We have gone out of our way to bring a completely new skill set into this group,” he said.

One of the potentially more controversial features of the Intel device will be a camera that is meant to identify consumers and target them with personalized ads as well as content.

Also worth noting: Intel’s TV service won’t be offering single channel subscriptions. “I do believe that there is value in bundles, actually,” Huggers said. He suggested that there was an opportunity to make bundles smarter, possibly giving consumers more flexibility. “I don’t believe that the industry is ready for pure a la carte,” he added.

Of course, bundles could also lead to consumers paying almost as much, if not just as much as they’re currently paying for cable. “It’s not about a value play,” he said.

6 Responses to “Erik Huggers: Intel will launch its own TV service this year”

  1. ModernMode

    If you’re starting a service that’s just like cable, everyone will yawn and stay where they are. Without a-la-carte, what’s the point???

  2. Raymond Jolly

    This effort will end up being another write off for Intel which is why the stock has done little for several years. Once its customers starting complaining that Intel is competing against them this project will get squashed. I saw this countless times during my duration there. Stick with silicon, guys.

  3. How many people are going to welcome Intel’s camera observing what goes on in their home? This looks to me like an idea that’s stupid at best and totally unacceptable at worst. Which genius at Intel came up with it?

  4. Frank A NYC

    ““I don’t believe that the industry is ready for pure a la carte,” he added.”

    No, the industry isn’t, but we the consumers are. What good is 150 channels when you only watch 10-12?

    • truthsayer

      because they may not be the same 10-12 as everyone else…unbundling will reduce your 10-12 channels down to about 5-7 channels. If everyone has the very same 10-12 channels that you do, sure that would work, but the truth is we all watch different permutations and combinations of channels…if left to cherry pick these…the model of choice falls apart and you will be left with nothing more than USA, TNT, FX, ESPN, ESPN2, History, TBS, A&E and FX…that’s it. All else would go away or radically change amount of programming they offer to compensate for lost revenue stemming from not enough people choosing to include in their same 10-12.