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Microsoft seeks to change TV viewing in India

06-May-2006
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Microsoft seeks to change TV viewing in India

Nine months after introducing the Windows XP Media Center Edition, Microsoft India on Friday unveiled and Electronic Programming Guide (EPG) through which TV viewers through Media Center PCs can search live and scheduled TV programmes on various channels up to 15 days.

EPG also allows users to search for their favourite programme / movie / actor by entering key words and program their PC to record or playback these shows at their convenience, thus making the very concept of prime time viewing redundant.

The EPG could be accessed through a dial-up or cable Internet connection. At present, Microsoft is providing programme listing for 85 channels, including 35 regional channels.

EPG also provides rich programme description, which provides a brief summary of the programme / movie plot, starting time, duration, actors, directors and genre like romantic, horror, action, etc. Media Center PCs already have functions like pausing Live TV, etc.

“We believe that Windows XP Media Center, combined with the EPG, will be a huge success in India. It will help consumers take control of their entertainment experience by helping them watch their favourite programme any time, anywhere. Our partners have sold more than 80,000 units of Windows XP Media Center PCs since its launch nine months ago, with our focused sales and marketing strategy and an improved product proposition with services such as EPG, we are confident of doubling this number next year,” said Rishi Srivastava, Director, Windows Client Business Group.

Microsoft is also launching an awareness campaign from May 10 comprising both above and below the line activities to build the category further and spur demand. The company will also partner with additional OEMs, content partners and other companies in the digital entertainment industry to catalyse the growth of this segment.

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