Originally featured on BroadcastEngineering.com
Intel's pushes for “Digital Home”

“Intel Inside” first emerged as an ad slogan promoting the chip inside a PC. Now, the company wants to expand the meaning of the slogan in a new campaign that highlights the customer’s living room.

Intel Chief Executive Craig Barrett says the company’s next big ad push will revolve around the “digital home,” with the personal computer serving as a hub for managing everything from digital photos to music files and video recordings.

Barrett said the campaign could follow a similar model to market the company’s Centrino notebook computer chips. Last February, Intel shifted the thrust of its marketing for Centrino from business customers to home users, with ads in popular magazines such as People and cable television channel Comedy Central.

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