Intel announced a new branding campaign for entertainment PC called VIIV (which rhymes with “strive”) at the Intel Developer Forums. After being so very successful with the Centrino branding campaign, Intel has decided to stretch the same notion to multimedia based PCs. Systems with the VIIV logo will be able to handle digital audio, video, and photo functionalities easily. A couple of features in VIIV will be instant startup and shutdown as well as automatic transcoding of audio/video content into something the computer can actually handle. More on this at News.com

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