WORLD: Intel aims to bring TV to the Internet

Intel plans new system for a competitive price

Bangkok Post
Sunday, May 6, 2007

By Don Sambandaraksa

Beijing --- As part of efforts to bring TV into the Internet sphere, Intel is planning a system on a chip that contains a microprocessor core, a CE (consumer electronics) optimised graphics and audio pipe, CE-centric input and output and a conditional access mechanism (otherwise known as digital rights management) at a price that will be competitive, according to Eric Kim, Intel's senior vice president and general manager for the Digital Home.

In addition, Intel will provide a software framework that will enable CE television makers to start innovating and competing again after they have exhausted the limited return on recent years competing with a clearer picture.

Kim said that up until now, Intel has spent most of its marketing dollars on promoting the Core2Duo brand to replace Pentium, which has been around for 15 years. After Core2Duo, the priority is Centrino, VPro and then VIIV.

"VIIV is about the best platform for audio, video and multimedia. It's also the media server and the software that allows different media devices to connect, that's what Viiv is. When we launched Viiv last year there were still some questions whether the Internet would be a medium for premium content. Today there is no question. Every studio and every movie is trying to put their content online and capture as much of the audience as possible. This is having a profound impact on the entire media and entertainment industry. This is all based on the PC today," he said.

Today, consumer electronics manufacturers who make televisions are in need of a way to differentiate their products. Zeus is one example of complete TV experience coming from the Internet. Using peer-to-peer technology, Zeus is a television with infinite channels where you can get your programme any time, anywhere.

"Traditional TV is not based on technology that is compatible with the Internet. Yes, there are TVs with an Internet connection, but these typically connect to a proprietary portal which offers limited services," he said. "However, users do not want to be limited. When they connect to the Internet they want the entire Internet. This is where Intel believe we have a unique opportunity to deliver Internet architecture to CE devices."

Kim said that this has little to do with the Apple TV. "Apple is fundamentally proprietary from day one. They have their own OS, their own approach, their iPod, iTunes so it's no surprise that the Apple TV is proprietary. We like it because it is based on Intel architecture. That is because it is the only architecture with enough headroom in the Internet environment," he said.

Kim felt that Apple's agreement with EMI to sell unprotected, non-DRM music was only an experiment in a market where the dam had already broken. However, he doubted it would spread to video as none of the video content owners are even hinting at DRM-free content.

Date Posted: 5/6/2007