SUNNYVALE, Calif. -- January 4, 2006 --AMD
(NYSE: AMD) today unveiled its vision to apply the power and
flexibility of the PC to enable enhanced digital entertainment
experiences on all the screens in peoples’ lives. As part of this
vision, AMD plans to extend the professional AMD LIVE! brand to
full-featured consumer multimedia desktop and notebook PCs expected to
be delivered in mid-2006. True to AMD’s customer-centric approach, AMD
LIVE! is meant for innovative, complementary, industry-friendly
solutions that enhance the consumer electronics and broadcast devices
already accepted and used by consumers today. AMD LIVE! experiences
should offer users the ability to seamlessly connect, store,
distribute, access and enjoy digital media content in multiple rooms
throughout their home and even take it 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, Digital Consumer Media and Pervasive Computing, AMD.
“Our vision for digital media is grounded in leveraging the strength
and flexibility of the PC to empower consumers to enhance their
entertainment experiences with personal, interactive applications, all
without disrupting users’ TV viewing experience.”
AMD expects AMD LIVE! experiences to be at the forefront of the digital
media evolution, powered by award-winning AMD Athlon 64 X2 dual-core
processors for desktop PCs, as well as AMD dual-core mobile processors
for notebook PCs. Powered by AMD64 technology and based on open
standards, AMD LIVE! branded desktop and notebook PCs should deliver
compelling digital entertainment solutions, driving the convergence of
home entertainment and computing. With its distinct capability to
store, access, and manage many forms of valued digital content, the
extended PC can provide unmatched choice, control and levels of
personalization.
Building on the tremendous success AMD has achieved with Media Center
PCs, upcoming AMD LIVE! branded desktop and notebooks PCs with
Microsoft Windows XP Media Center Edition 2005 and the forthcoming
Windows Vista operating system will help provide great entertainment
experiences for consumers.
“We’re excited about AMD’s recent momentum with Windows XP Media Center
Edition 2005,” said Mike Sievert, corporate vice president of Windows
Product Management and Marketing at Microsoft Corp. “Consumers are
responding to the combination of powerful AMD64 technology, Media
Center PCs and the Xbox 360 system, enabling them to enjoy digital
entertainment throughout their homes, and this will help to pave the
way for the success of AMD LIVE!.”
AMD LIVE! will help transform consumer entertainment from “2
foot” PC interactive experiences into true “10 foot” extended PC
entertainment experiences. 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.
“As digital content proliferates, consumers are looking for new ways to
access and share the ever-growing experiences digital media has to
offer,” said Hank Adams, CEO, Sportvision, Inc. “Sportvision and AMD
share the common goal of enhancing multimedia experiences for
consumers, accomplished through the development of innovative
applications that deliver unique, interactive and customized content.”
Sportvision is the multiple Emmy Award-winning leader of
sports media technology who invented the Yellow 1st and Ten Line in
football, the K-zone in baseball and many other technological
enhancements for the world of sports. “Content that transforms
television viewing from a passive, linear experience to an on-demand,
compelling entertainment experience is synergistic to the overall
viewing experience for consumers,” said Danielle Levitas, vice
president of Consumer and Broadband Markets for IDC. “A vision that
does not set out to challenge entrenched consumer behavior or the
existing ecosystem can offer consumers an innovative, non-disruptive
home entertainment solution.”
Created in 2004, the AMD LIVE! brand has promoted top film,
broadcast, and music professional artists using AMD64 technology. AMD
LIVE! is rooted in the adoption of AMD64 technology by the professional
creative community, lifting technology barriers that once stunted
artistic expression. Removing limits to creativity and providing
audiences with an uncompromising playback experience anytime, anywhere
has been the dream of content creators since the early days of cinema
and television. AMD has worked with this community to evolve the
renaissance of digital content creation providing powerful AMD64
technology to everyone from top professionals to the budding artist
creating rich, immersive content at the speed of inspiration.
AMD LIVE! Supported by Top Digital Content Creators
In conjunction with today’s announcement, AMD is launching a new AMD
LIVE! website in collaboration with Microsoft. Available at www.amd.com/amdlive,
the site features top artists and producers who have experienced
creative breakthroughs using AMD64 technology and Windows XP
Professional software. Digital content creators can benefit from what
top innovators are saying about solutions based on AMD64 technology and
Microsoft software.
“I’ve always felt like I’ve been wagging
the tail of the big technology dog, to see what I could get it to do,”
said Robert Rodriguez, director of Sin City. “Since I started using
AMD64 technology, the technology is now wagging me, to see what I can
do with it. AMD LIVE! fulfills the final dream by delivering the goods
as originally imagined by the artist.”
Industry Leaders Support AMD Digital Media Ecosystem Vision
AMD
and STMicroelectronics (ST) today announced (see separate release)
their commitment to bring immersive, new entertainment experiences to
the TV through a network-connected set-top box reference design. In
addition, industry leaders across the ecosystem including Alienware,
ATI Technologies, Broadcom, Motorola, Nero Inc., NVIDIA, and VIA
Technologies, are stating support for AMD’s digital media vision.
“Alienware is committed to delivering relevant devices and services
that help customers make the most of today's digital lifestyle,” said
Frank Azor, senior vice president and general manager, Alienware
Worldwide Product Group. “By working with companies like AMD to deliver
on the vision of providing digital content through the heart of the
home, the TV, solutions like AMD LIVE! can help empower consumers to
control their current and future experiences, and in doing so,
delivering the experience they want.”
“As a leading digital media silicon provider to consumer
electronics manufacturers, ATI is uniquely qualified to be a major
stakeholder in AMD LIVE! solutions,” said Rick Bergman, senior vice
president, PC Business Unit, ATI Technologies. “ATI understands the
nuances necessary to create visually compelling solutions for PC games,
home theater and multimedia PCs, digital TVs, game consoles, multimedia
handsets, and even more. ATI will help enhance the AMD LIVE! brand
based on proven expertise delivering exciting consumer experiences.”
“The vision for AMD LIVE! further extends AMD’s market
position in the 64-bit processor arena,” said Wei-Ai Tai, director of
marketing for Broadcom’s I/O Chipset Line of Business. “True to AMD’s
customer-centric approach, AMD LIVE! is an innovative solution designed
to enhance the digital consumer experience.”
“As a leading manufacturer of digital video set-tops, Motorola
believes a rich, seamless consumer experience in and around the home
can only happen when different devices are connected and
interoperable,” said Ray Bontempi, vice president, Home Mobility
Solutions, Motorola Connected Home Business. “We applaud and support
AMD's strategy for making it easier for content producers,
manufacturers, and consumers to create connections between their
devices.”
“We are pleased to support AMD LIVE! as it is designed to create a
friendly environment for users to expand the way they experience
digital content,” said John Tafoya, vice president of Business
Development, Nero Inc. “Nero products are designed to bring the most
out of their consumer devices and their digital content. Over the
years, Nero has established its software products throughout the world
as the premier brand for consumers. With Nero’s most recent product,
Nero 7 Ultra Edition, consumers can create, share, backup and enjoy
content throughout their home in both the 2ft and 10ft environments.”
“The demand for digital devices that stream, record, play and
store digital content is at an all time high, and with AMD’s vision,
AMD LIVE! can help enable enhanced digital entertainment experiences,”
said Drew Henry, general manager of MCP products at NVIDIA. “NVIDIA is
excited about the opportunity that AMD LIVE! presents us. By leveraging
our expertise in graphics, video and connectivity technology on
different devices throughout the home, NVIDIA and AMD have a unique
opportunity to provide a wider variety of innovative devices, content,
and software than ever before.”
“AMD LIVE! is an exciting vision for users to extend the power
and flexibility of the PC to the living room and beyond, changing the
way consumers experience the ever expanding world of digital
entertainment,” said Chewei Lin, vice president of Product Marketing,
VIA Technologies, Inc. “To enable a best of breed solution, VIA is very
pleased to support AMD LIVE! with our extensive range of silicon
solutions that, together with the high performance line of AMD
processors, form ideal platforms to deliver high definition multimedia
experiences.”
Source: AMD Press Release
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