NEW YORK--Intel Corp’s naked ambition to move into the American living room is hardly a surprise to anyone who’s been paying attention. But Intel’s new plan--sketched out this week by Erik Huggers, the head of Intel Media--apparently goes far beyond what was originally viewed as just another Google TV-like Internet television platform.
Intel's plan involves not just the end-user consumer box but the service business. The company's goal, according to Huggers, is to launch in 2013 a new Internet-based TV service and box, designed to offer both “live TV” and “catch-up TV” as one coherent and seamless experience.
While declining to reveal a name for the service, Huggers, speaking at a media conference this week, called it “a proper TV experience.” It will be a much easier, one-input device experience, compared to today’s Internet TV, which often involves a lot of “hard work” on the part of users, Huggers said, since “viewers need to cobble together” a cable set-top (for watching live TV), turning on a DVR (to search for recorded programs) and setting up Roku (to watch Internet TV).
“Not many… no, nobody … has cracked this yet,” Huggers said.
Just as broadcast TV has evolved from free-to-air to cable, satellite and telcos, Huggers hopes Intel’s new Internet TV service will be viewed as “a new distribution platform” that programmers will embrace.
By “catch-up TV,” Huggers means something similar to BBC’s iPlayer, an Internet TV and radio service. BBC, Huggers' previous employer, offers viewers an opportunity to catch up on the last seven days of BBC TV and radio programs without using a DVR. These programs are stored in the cloud and made available on demand.
With the whole TV viewing experience rapidly moving to a multi-platform world, “Intel has a narrowing time window” for this [Internet TV service and special box for it], explained Rick Doherty of director of Envisioneering Group. “The majority of the IT universe now watches video on pads, PCs and TVs.”