SANTA CLARA, CA: Intel and Yahoo, working with respective agencies Ogilvy and Hill & Knowlton, are conducting a media relations campaign promoting their new Widget Channel technology to developers.
Widget Channel is a framework, using Intel technology, that allows viewers to use Internet applications – on-screen programs that allow consumers to track stocks, follow sports teams, or interact with other consumers – while watching TV. The channel will also allow developers to create TV applications for the program and related devices.
It won't be available to consumers until early next year, but the two Silicon Valley companies introduced the technology at the Intel Developer Forum August 20 in San Francisco where developers, tech partners, and members of the tech press were gathered, said Lucas Mast, Yahoo senior PR manager. They launched connectedtv.yahoo.com, a Web site promoting the technology, the same day.
Intel and Yahoo also held independent briefings and meetings with reporters, bloggers, and analysts.
In early 2009, media outreach will focus more frequently on consumers “because then you're promoting usage model and availability,” said Claudine Mangano, press relations manager at Intel. She added that Yahoo and Intel have been working on the technology for two years.
Intel will also conduct promotional efforts at upcoming tech events, including the January 2009 Consumer Electronics Show, said Mangano.
“We are working closely with Yahoo to define opportunities as we continue to promote the technology to a broader audience,” she said. “You can expect to see more from us.”