Intel Corp. is boosting the number of employees in its media business unit ahead of the launch of its own TV service for PCs and mobile devices later this year. The company aims to quadruple the number of employees within the division this year compared to 2012, which underlines the importance of the project for the world’s largest chipmaker.

Intel Media is now looking to add 60 people to its staff of over 300; the group could number 400 within the next six months or so, compared to less than 100 a year ago, said Jon Carvill, a spokesman for Intel, in a conversation with Reuters news-agency. Intel Media is looking for engineers experienced in cloud computing, user interface design and security

The base of Intel’s smart Internet TV service will be a set-top-box powered by a specially-designed Intel system-on-chip that will be equipped with a camera to recognize the users and provide them relevant programs or services. The STB will provide live television, a collection of programs and TV-shows aired in the past, video rental service as well as other services. All-in-all, Intel wants to create an all-in-one solution that will provide convenience, but will not necessarily offer ways to cut-down TV bills. The new STB and service will not carry Intel brand-name.

At first glance, Intel’s TV service is nothing special as it will not introduce anything that will clearly differentiate it from the established market players. Quite naturally, the virtual TV operator will also not offer exclusive programs or TV-shows, something that Microsoft Corp. plans to unveil for its Xbox Live TV service in future. However, a major advantage of the Intel’s smart TV service will be its compatibility with mobile devices.

Intel's new Internet-based TV service also will be available on mobile devices, but what is known is devices will initially work with Intel's TV service.

"I absolutely and completely believe in the world of multiplatform ... anytime, anyplace, anywhere. Consumers and audiences expect that nowadays. Yes, we will make services available on other sockets, on other devices, and on other products just like at the BBC. But to get from nothing to 650 devices at the BBC literally took four years. That doesn't happen overnight, but yeah, you bet, that's completely part of the strategy," said Erik Huggers, vice president and general manager of Intel Media, who previously worked at BBC.

Tags: Intel, HDTV, Apple, Microsoft, Google, Google TV, Apple TV