VIA Technologies Inc (威盛電子), the world's second-largest maker of computer chipsets, launched several new chips aimed at audio and visual entertainment yesterday, preparing for the day the computer takes over as a home entertainment system.
The company released an audio controller chip, dubbed the Envy 24HT, aimed at capturing the throngs of MP3 fans, computer gamers, movie lovers and anyone looking for better sound quality out of their personal computer.
"The transition of the PC into a digital multimedia platform has positioned high-quality audio as an essential feature in computers," Steve Chen, executive assistant to VIA's chief executive, said.
VIA gained experience in the audio arena by purchasing Santa Clara, California-based ICEnsemble in 2000 for approximately US$11 million. Its new Envy24HT is a continuation of the Envy24 line begun by ICEnsemble.
VIA executives said the latest controller chip marks a direct step into competition with the high-end market, including Singapore-based Creative Labs, the creator of the popular Sound-Blaster line of computer sound cards.
In the visual area, VIA announced its first chipset designed exclusively for DVD players, along with others for use in PCs, game consoles and other devices, in direct competition with Taiwan-based MediaTek Inc (聯發科技).
In April, MediaTek's sales surpassed VIA's for the first time.
Earlier this year, VIA released a DVD-ROM controller chip and a chipset for CD players. The products are targeting PCs being used as a stereo and movie platform.
The company also said it broke through the 1GHz barrier for CPUs, bringing its C3 chips up to about half the speed of offerings from competitors Intel and Advanced Micro Devices.
VIA bought its way into the CPU business with the US$167 million purchase of US-based National Semiconductor's Cyrix unit in 1999, and another US company Centaur Technology.
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