America Online and Intel have partnered to market Intel's new Viiv technology platform, which will soon allow users to consume Internet content--including AOL's--beyond their computer screens.
As one of Intel's many Viiv-compatible partners, AOL is hoping to gain entrée into the living rooms and mobile lives of content consumers.
Just as Intel's Centrino technology
popularized the use of wireless broadband, the technology company and its content partners are betting on Viiv to transfer Web content to consumers' LCD TVs, and then beyond via handheld devices.
"Think of where Centrino is today," said Kevin Conroy, executive vice president of AOL Media Networks. "If the Viiv technology is anywhere near as successful, it will be huge."
Conroy said the
new Viiv platform will present AOL's existing content in a style that any respectable couch potato will love. "The content will be the same, but the presentation will be a remote control format," he
said. "We've been working with Intel for months to optimize our content for the next generation of product devices."
While not exclusive to AOL's network of sites, Intel's Viiv campaign kicked
off on Thursday by blanketing a cluster of sections on AOL.com's home page to create a full-motion rock video mosaic.
The result was an online display unlike much else on the Web. "It is in fact
brand spanking new ... combining takeover ads to multi-unit ad executions," said David Berkowitz, an executive with the rich media company Unicast.
Portions of the video ads that appeared
Thursday on the AOL.com page were displayed where AOL normally carries editorial content. In addition, Intel Viiv banner ads are now running across AOL's entertainment, music, and television
programming areas, and being promoted in AOL's pictures service. Viiv branding will also be integrated into AOL's video player next month.
In order to familiarize consumers with Viiv technology
and the transforming world of digital technology, AOL has also launched a new Web site, "Digital Lifestyle Hub," at aol.com/digitallifestyle.
As part of the new relationship between AOL and
Intel, Intel has also agreed to sponsor Network LIVE--an entertainment venture of AOL, XM Satellite Radio, and the entertainment company AEG--and In2TV, AOL's forthcoming offering of episodes from
some 30 classic TV series. Both sponsorships will include pre-roll video, logo, and banner advertisements.
The first Viiv-compatible computers and laptops are expected to start trickling to
market over the next several months. TVs, Internet-ready DVD players, and other devices, however, are not expected to debut until the second half of this year.
Viiv content partners include
Yahoo!, ESPN.com, and MTV's Overdrive, to name just a few.
Separately, Intel Corp. and NBC Universal announced Thursday that they are partnering to offer on-demand broadband video streams of the
upcoming Torino Olympics Games to Viiv PC owners. Laptop users with Centrino also will be able to select specific Olympic moments for on-demand viewing.