Intel to unveil label for digital-entertainment PCs

Intel to unveil label for digital-entertainment PCs / Viiv intended to mimic success of Centrino brand: "Riding on the branding success of its Centrino notebook chips, Intel Corp. on Wednesday announced a new label that will be used for PCs designed for digital entertainment.

Starting next year, the new Intel Viiv (rhymes with jive) label will be used on some PCs in the same way that laptops with Intel's microprocessor, chipset and Wi-Fi chips have Centrino stickers.

The new Viiv PCs will include Intel's dual-core microprocessors, communications chips and software that will make it easier to listen to music or watch video and move that content to other computers or televisions around the house, said Don MacDonald, vice president and general manager of Intel's digital home group.

These computers would also turn on and off instantly like a television, be controlled using a remote rather than a keyboard and a mouse, and could easily replace TiVo or other set-top boxes that are already in the living room, he said.

MacDonald wouldn't say what the marketing budget will be for the new brand. However, at least one analyst estimated it could easily be in the same ballpark as the $300 million Intel spent on Centrino in its first year."

A turn on and off feature sounds like a cool idea.