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Creative takes Zen approach

Creative Technology has launched its Zen Portable Media Center (PMC) in the Middle East. The all-in-one media player features a 3.8-inch colour screen and its 20GB capacity means it can hold up to 85 hours of video or up to 9,000 songs.

Creative Technology has launched its Zen Portable Media Center (PMC) in the Middle East. The all-in-one media player features a 3.8-inch colour screen and its 20GB capacity means it can hold up to 85 hours of video or up to 9,000 songs.

“It is a very important launch for us because we are moving to a different platform,” says George Ng, Creative's general manager for the Middle East. Instead of the platform Creative has worked with for the past four years, the pocket-sized player runs the Media Center edition of Microsoft's Windows operating system. “Now we are maximising our technology by forming partnerships with the big guys,” says Ng.

Creative's Zen PMC first premiered earlier this year at the US Consumer Electronics Show (CES), when Microsoft supremo Bill Gates introduced the product in his keynote address. The player went on to win a 'Best of CES' award. Although the device rather resembles handheld game platforms such as Sony's PSP, Creative says it is designed as a multimedia player rather than a dual-role product.

Ng says the product has already received a great reception since it went on sale last month. "The first shipment worldwide is already finished and the first shipment to the Middle East has already finished," he claims.

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