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AMD partners ready for AMD Live

Even if consumers aren't ready, AMD is pushing ahead with branding campaign for devices designed to work with entertainment PCs.

Advanced Micro Devices launched an extension of its AMD Live brand for digital entertainment PCs Wednesday at CeBit in Germany. The company will label products such as set-top boxes and networking devices that have been certified to work with as "AMD Live Ready," said Graham Kinahan, manager of strategy and business development for the company.

PC companies have been trying to design products that connect the PC and the television, but they've had little success. Intel has a similar program called Viiv (rhymes with five) that, like AMD Live, hasn't resonated with customers as of yet. AMD hopes it can gain more traction in Europe, where consumers are more accustomed to buying set-top boxes for their televisions, Kinahan said.