Microsoft and Comcast Go Digital
Microsoft's is laying the bedrock for its route into the living room. In a first of its kind pilot, Comcast is set to deploy Microsoft's TV Foundation Edition 1.7 software in a production environment in conjunction with its new dual-tuner digital video recording (DVR) service. The partnership heightens Microsoft's involvement with cable operators, which is an element of Redmond's multi-product, multi-technology strategy for home entertainment.
On November 15, 2004, clusters of Comcast digital subscribers will take possession of set top boxes powered by Microsoft software. Digital video recording (DVR) functions will make it possible for customers to pause, rewind and record their favorite television programs – including high definition programming. The final aggregation will include over 1 million subscribers.
Subscribers who are not equipped with the latest set top boxes can still download the upgrades during a period of phased distribution.
Other enhancements made available by Microsoft's TV Foundation software include an interactive program guide (IPG) that is fused together with video-on-demand (VOD) titles; eliminating once seperate VOD menus. Additional managed content services will be offered with interactive games and information portals for local weather, sports and news.
"Comcast is a leader in providing new products on our unparalleled two-way digital platform, and we are always looking at new ways to bring our customers more value, choice and control," said Len Rozek, senior vice president of Comcast's Washington market. "The Microsoft software will help our customers get an amazing cable television experience. As Comcast continues to roll out advanced video products -- such as VOD, HDTV and DVRs -- it's crucial to deliver a user experience that allows customers to easily navigate the many choices they have to find what they want, when they want it."
It is widely believed that Microsoft's home entertainment strategy revolves around Windows XP Media Center Edition, but Microsoft is said to be under no illusion that it can displace the undisputed king of the living room: television. The software giant has decided not to take up camp and fight a drawn out guerilla war in the king's domain; instead, it is working closely with cable operators and embracing set top box technologies.
All the while, Microsoft is incubating an ecosystem for its "seamless computing" initiative where digital media technologies are tightly integrated with PCs, the Internet and portable media devices. Microsoft's multi-pronged approach consists of a core foundation for cable operators, the MSN TV set-top box, the Xbox gaming console, Windows XP Media Center Edition and wireless devices to stream media throughout the home such as Windows Media Extender.
Microsoft is not alone in its desire to establish the "digital living room." The software giant has enlisted fellow stakeholder Intel as its partner in a joint marketing campaign that is designed to build brand recognition, trust and consumer liking to win a place in the digital living room of tomorrow.