AMD plans to introduce its own multimedia brand

According to X-bit Labs, AMD plans to introduce its own multimedia brand name, aimed directly at Intel's Viiv. Unlike Viiv, however, AMD won't be developing the various components or the chipset in-house, opting to work with other chipset developers instead.

There's no word on which CPU design AMD will use or what additional components will be available under the new brand name, but this will definitely be an uphill push for the smaller manufacturer. It's safe to assume that Intel will unleash a marketing blitz behind Viiv, just as it did when Centrino launched. Whatever design AMD fields, it'll have to be something memorable enough to hold the attention of both OEMs and consumers at a time when Intel will be fighting for every eyeball around.

Hopefully, AMD can come up with a better name than Sempron this time.

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