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Intel is working on a set top box to compete with Apple TV

Published on January 1, 2013 by

According to Gigaom, Intel is working on a TV service, but despite reports from Forbes and Techcrunch the service will not be ready in time for the CES event next week. All of the leaks indicate that Intel is working on a set top box to deliver a subscription TV service.

The semiconductor company is said to be frustrated with “everyone doing a half-assed Google TV so it’s going to do it themselves and do it right.”

Intel’s new set top box will compete with numerous companies trying to establish themselves in the Smart TV market. While Apple leads the set top box market, selling more than 5 million Apple TV’s in 2012, the company still considers the device a hobby. No one, including Apple has had a major breakthrough in this area.

According to Gigaom’s source, “Apple simply isn’t doing it right with its current-generation TV product.”

Apple TV currently offers a combination of VOD and apps, forcing users to make active choices about their TV viewing and making them browse through catalogs of media before they’re able to watch anything. Intel Media boss Erik Huggers, in particular, dislikes this approach, and wants to replace it with a broadcast-like approach of curated channels that require a minimum of interaction. Think Pandora, not Spotify.

Intel may not show off their new set top box and TV service at CES 2013, but there will be others ready to showcase new Smart TV’s and set top boxes at the annual event that starts January 8 this year. Competition in this area will intensify in 2013 and it may be the year that someone finally delivers a product that appeals to the masses.

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