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Advanced Micro Devices is in talks with HP and eMachines, a division of Gateway, about developing the so-called Media Center personal computers powered by AMD Athlon 64 processors. While there are no actual plans declared, the negotiations show that AMD wants to oppose Intel on the field that has been historically dominated by the Santa Clara, California-based chipmaker.

Media Center personal computer is a type of desktop or laptop PC that runs a special version of Microsoft Windows operating system and is typically used to play video, television, music and store media collections. Nowadays the vast majority of Media Center PCs are based on Intel’s microprocessors.

Reuters reports that AMD’s John Crank, a manager for the Sunnyvale, California-based chipmaker, is anticipating that AMD Athlon 64 processor would be a great platform for Media Center PCs from companies like HP and Gateway because of 64-bit capability, excellent performance in widely-spread 32-bit applications as well as Cool’n’Quiet technology that makes PCs to operate quieter.

At this point it is not clear whether AMD will try to roll-in 64-bit technology into the market of Media Center PCs, or will stick to 32-bit applications. Earlier AMD has been saying that by acquiring AMD Athlon 64 or AMD Opteron processors end-users get an opportunity to invest money wiser because 64-bit Windows XP is slated for launch in the second half of 2004, which means flawless transition to a new computing platform. But with no clear schedule for 64-bit supporting Windows for Media Centers, AMD may not have the trump in its hands.

AMD has been working with numerous software developers to ensure that apps will be able to take advantage of the AMD64 technology when appropriate operating system is available.

Any possible timeframes for AMD Athlon 64-based Media Center PCs were not touched upon at this time.

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