Intel’s (NASDAQ:INTC) long planned TV service finally has a name. The TV service, which is meant to compete with traditional cable TV services, will be called OnCue and will be launched by the end of the year.
The company recently applied for trademarks for OnCue around the world has asked the ad agency OMD to prepare the TV service’s official introduction. The new service will compete with traditional forms of cable TV with its offering of live TV feeds along with catch-up service and on-demand programming.
Intel’s new TV service will be run through a dedicated device that the company has yet to name. The device itself will be sold both online and through traditional retailers such as Best Buy (NYSE:BBY).
OMD’s Intel account director recently revealed their role in the new’s product’s development in a line on his resume. “Developed and lead the launch of Intel Media’s groundbreaking new consumer device, OnCue; an “over-the-top” TV service joining streaming-video players and a full array of Network and Cable TV channels,” he wrote. The resume page has since been password protected.
The new device will have the ability to catch up with anything a viewer may have missed within the last seven days or so. With a possible slogan of “TV has come to its senses,” the Intel TV service seems to have its sights set on competing with traditional cable television rather than video-streaming services like Netflix (NASDAQ:NFLX) or Amazon.com Inc.’s (NASDAQ:AMZN) Amazon Prime service — at least for now.
Although it’s likely that Intel’s OnCue will eventually come to compete with services like Netflix, what we know of the service so far seems to suggest that Netflix doesn’t have anything to worry about.
While Netflix is commonly thought of as a supplementary, or even alternative service to traditional cable, it appears Intel wants to go up against the cable providers directly. Depending on the extent of OnCue’s on-demand service, it doesn’t seem as though Intel will have the firepower of Netflix or Amazon Prime when it comes to content.
However, Intel’s goal of providing live feeds via an Internet-based service could give traditional cable providers reason to panic. As consumers continue to move away from traditional cable service, Intel could have a big hit on their hands. If Intel is more interested in connecting with Netflix and Amazon, there might be a good reason to believe that the end of traditional cable television is near.