Intel is to expand into consumer markets with technology that brings it head-to-head with the likes of Sony and Toshiba.

The leading computer chipmaker unveiled "Viiv" as the new brand and technology platform to spearhead its assault on the hitherto unfamiliar territory of consumer electronics and next generation entertainment devices.

The company said Viiv would be launched in the first quarter of 2006 with a marketing campaign and a number of manufacturers signed up to feature the technology in their products.

Intel's competitors, such as Sony, Toshiba, Texas Instruments and Philips, have more experience in the field.

Viiv represents the second incarnation of Intel's "platformisation" strategy after Centrino bundled a processor, chip set and wireless capability.

Viiv will initially be a feature of entertainment personal computers running Microsoft's Windows Media Center Edition, featuring digital video recorders and ideally linked to living room televisions.

The platform's features will include surround sound and the TV-like ability to turn the computer instantly on and off.

Processors with dual cores will handle intense tasks such as transcoding from one video format to another.