When Intel debuted Viiv at CES 2006, it envisioned the platform as a home entertainment brand that consumers could (and would) rally around. Just as Centrino had become indicative of a particular type of laptop with certain capabilities built in, Viiv was meant to convey superior multimedia performance and ease of use in home theater systems. Viiv-branded PCs sold well, but the brand itself never acquired the same type of identity that made Centrino popular, probably because Intel never clearly articulated what Viiv offered that couldn't be delivered via other software/hardware packages. In response to the brand's continued lackluster performance, Intel is going ahead with its previously reported plans to scale back the Viiv brand. Certain Core 2 processors will now carry the "with Viiv technology" moniker, but the brand itself will no longer be used to denote a specific type of PC. Viiv just went from being a headlining act to a marketing footnote.

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Intel, Viiv, Windows Vista