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Just as the Centrino badge can only be used on notebooks with Intel Pentium M processors, Intel chipsets and Intel wireless chips, the Viiv badge will only be available to use on PCs with an Intel dual-core processor, Intel chipset, Intel networking chips and - it seems likely - Intel audio chipsets. The only other confirmed component is Microsoft's Media Center operating system.

While Media Center PCs today are often just standalone devices, primarily aimed to replace the TV, Viiv PCs will be designed as part of a home network. 'We're taking connectivity to a new level,' said Don MacDonald, general manager of Intel Digital Home Group, as he revealed the brand.

MacDonald

New content will also be vital. 'We intend to engage with the producers, the studios and the networks to get content to people,' said MacDonald. 'We are not getting into the services industry; we are a chip company. However, we will either acquire or licence technology, or co-market with companies, or we will fund companies to put solutions in place - the things Intel itself just doesn't do.' Already, Intel has partnered with Morgan Freeman's production company to simultaneously launch a movie on the Net with its launch in cinemas.

Despite this, the feeling among the delegates we spoke to was sceptical. In the UK, for instance, Intel will be up against some very tough opposition in the form of Sky - unless it can persuade Sky to become a partner - and it remains questionable whether the majority of consumers will be willing to spend around £1,000 for a Viiv PC.