AMD enters digital home race

AMD has staked its claim for a serious share of the digital home or digital life market through the launch of its AMD Live! brand.

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By  Matthew Wade Published  January 16, 2006

AMD has staked its claim for a serious share of the digital home or digital life market through the launch of its AMD Live! brand. Designed to, as AMD puts it, “apply the power and flexibility of the PC to enable enhanced digital entertainment experiences on all the screens in peoples’ lives”, AMD plans to expand this brand onto fully-featured consumer multimedia desktop and notebook PCs by the middle of this year. In the first instance, AMD Live! takes the form of a new web portal, located at http://amdlive.amd.com/. Here users can enjoy media content such as music videos and learn how AMD’s AMD64 technology allows specialists in media sectors to create their content. AMD predicts its Live! experiences, when powered by its Athlon 64 X2 dual-core processors for desktop PCs and dual-core mobile CPUs for notebooks, will offer users the ability to seamlessly connect, store, distribute, access and enjoy digital media content in multiple rooms throughout their homes and take such content with them to enjoy on the go, virtually anytime, anywhere. “AMD wants to change the way consumers experience digital entertainment in their home and on the go,” said Iain Morris, senior vice president of AMDs Digital Consumer Media and Pervasive Computing arm. Powered by AMD64 technology and based on open standards, AMD Live! branded desktop and notebook PCs will deliver digital entertainment solutions that AMD hopes will – as Intel expects with its Viiv technology - drive the convergence of home entertainment and computing. For instance, AMD Live! will help transform consumer entertainment from what the firm calls “2 foot” PC interactive experiences into “10 foot” extended PC entertainment experiences. For instance, With an AMD Live! branded desktop or notebook PC, consumers should be able to extend their PC to stream music through their entertainment center, view and share photos on the TV, burn recorded TV shows, videos, music and pictures to a DVD or CD, or transfer this same content to a notebook, MP3, portable media player or PDA. Expect to see AMD Live! hardware appear running Microsoft’s Windows XP Media Center Edition 2005 and the firm’s Windows Vista operating system.

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