The Inquirer-Home

AMD creates white-box MCE

Might actually be a bit silver
Thu Aug 02 2007, 10:06
THE FOLKS at AMD are to roll out a generic design for a living room PC which system integrators can grab and brand with minimum hassle.

The announcement comes out of AMD's newly formed Cross Divisional Solutions Group, formerly the Digital Media Group. We're not quite sure why the change in naming, but apparently the new the group now gets better internal support, AMD executives note.

You know AMD is in a fuddle with changing your product name on your business card suddenly gets you more help from your own colleagues.

Regardless, the box looks like a nice little Viiv-a-like, which is ironic, since that is precisely what AMD's Digital Media group promised to eschew. In terms of form factor, it looks like a small set top box, has an AMD processor in it, ATI integrated graphics for HD decoding and and all the usual bells and whistles, including Vista Home Premium for access to the Media Center bits and bobs.

The boxes will be fabbed by AMD and then sold to channel specialists, who will sell them on white-box style to e-tailers or will brand them up with custom components and logos.

AMD previously pitched its AMD Live! media platform as the antithesis of Intel's Viiv platform. Whereas, the flacks would say, Intel wants to build boxes to control the living room - bringing hot, unstable PCs into the electronics realm - AMD wanted to connect existing home PCs to CE devices already next to the TV, creating more of a media server/ client experience.

It seems that that strategy has been dropped - after all, it didn't actually sell more AMD chips, which was a small flaw - and AMD is getting into the business of putting the hot, unstable PCs in the living room itself.

Tweedle Dum, Tweedle Dee, who wants an MCE PC? µ


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