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PEOPLE & ARTS A31
Tuesday 5 April 2016
Trump-ian move? Intel CEO plugs into power of reality TV
RYAN NAKASHIMA In this Tuesday, March 1, 2016, photo, Intel CEO Brian Krzanich appears on set of “America’s percent of the chip market
AP Business Writer Greatest Makers,” a new reality TV challenge where teams of makers invent game-changing in 2020, according to IDC.
LOS ANGELES (AP) — Tak- technology all for a chance at a $1 million prize at the Saticoy Studios in the Van Nuys neighborhood “Intel completely missed
ing a page from Donald of Los Angeles. the handset market,” IDC
Trump’s playbook, Intel semiconductor analyst Ma-
CEO Brian Krzanich is trying Associated Press rio Morales says. “They’re
to do for the chipmaker doing whatever they can
what Trump did for his polit- everything from smart fish- as the “Internet of Things,” demand for chips in the fu- not to miss another market
ical career: give it a boost ing bobbers to football hel- or IoT. These growth areas ture. Fifteen years ago, PCs like that.”
by being on national TV. mets that sense if a player made up about 40 percent made up half the market, The show has plenty of
Krzanich is the central and suffers a concussion-in- of Intel’s $55 billion in rev- but that will drop to 17 per- Hollywood sizzle because
most credible tech expert ducing hit. The chipmaker enue last year, and nearly cent by 2020, according it was created by Mark
of the five judges who will is bankrolling the show as two-thirds of its operating to research firm IDC. Intel’s Burnett, the reality-TV king
pick a $1 million winner part of its push into grow- profits. barely present in mobile behind “Survivor,” ‘’The
among technology start- ing businesses — Internet- Intel grew hand in hand devices, which will account Apprentice,” and “Shark
ups on a new Intel-fund- based computing, high- with personal computers, for about a quarter of chip Tank.” Even though it has
ed competition TV show, speed memory chips and many of which bear an “In- sales. Intel’s bet is on IoT more than 100 staffers,
“America’s Greatest Mak- smart, connected objects tel Inside” sticker. But PCs devices, which will go from Krzanich says it represents
ers .” The 10-episode series that make up what’s known are expected to drive less next to nothing to nearly 6 a “minuscule” part of In-
kicks off on TBS on Tuesday. tel’s marketing budget,
“I want people to see that though he wouldn’t get
technology’s fun and it’s more specific.
not something to be afraid Intel’s effort also highlights
of,” Krzanich said on the a larger trend toward “ad-
show’s Los Angeles set. vertainment” and the “ce-
“These aren’t super physi- lebritization of all kinds of
cists and engineers. They’re industry,” says June Deery,
average people going out a communications profes-
and building something.” sor at Rensselaer Polytech-
The show has a catch, of nic Institute and author of
course. “Reality TV.”
Each team has to use In- Whether they’re chefs, ho-
tel’s latest sensor-laden teliers or tech executives,
chip package, Curie, to business leaders are under
make a Web-connected pressure to put their per-
gizmo that wows the judg- sonalities on display. Open-
es, a group that includes ing up can make consum-
NBA star Shaquille O’Neal ers feel like they’re part of
and Mike Rowe of the Dis- the process and get them
covery show “Dirty Jobs.” rooting for a company’s
Contestants try to make success.
Watchdog group calls TV ratings flawed, demands overhaul
LYNN ELBER sight board’s structure and comment. The Federal The ratings system was sex and other question-
AP Television Writer the fact networks rate their Communications Com- adopted in conjunction able content, Winter said.
LOS ANGELES (AP) — The own programs. mission, which in 1996 au- with the so-called V-chip, He cited “The Real
TV content ratings system The 24-member TV Paren- thorized the ratings system required in all TV sets built O’Neals,” a new ABC fam-
consistently fails to protect tal Guidelines Monitoring and monitoring board, de- since 2000 and which al- ily comedy, for an episode
children from adult fare Board is made up largely clined comment. lows parents to block pro- that used a string of pro-
and must be overhauled, of representatives from the “We don’t anticipate an gramming they deem ob- fanities but which was la-
a watchdog group said broadcast networks and eager response from the jectionable by rating. beled PG. ABC declined
Monday. cable channels whose industry,” Winter said. “We The outcome is a lack of comment.
A Parents Television Coun- programs are subject to are gearing up for some broadcast shows rated TV- The study found that pro-
cil study released Monday the ratings. public outreach to the MA, for mature audiences, grams labeled TV-G and
faulted the 20-year-old sys- “No other oversight board FCC and Capitol Hill (law- which major corporate appropriate for all viewers
tem over how shows are is comprised of executives makers) if there is no im- sponsors would tend to have essentially been elim-
rated, who rates them and of the very industry it’s sup- mediate” move toward shun, Winter said. inated from prime-time TV,
an alleged lack of trans- posed to watchdog,” Win- change. The new study Instead, shows labeled TV- graphic content is increas-
parency. Young viewers ter said. focused on broadcast PG (with material that par- ing in amount and intensity
routinely are exposed to WThat leaves parents with- networks but the system’s ents may find unsuitable and yet all broadcast TV
graphic violence, explicit out reliable information to flaws extend to cable TV, for younger children) and content is rated as suitable
sex, profanity and other make choices and corpo- which uses the same rat- TV-14 (material possibly un- for a 14-year-old.
adult content in shows that rate advertisers supporting ings, he said. suitable for children under Winter said the council is
are labeled as suitable for shows that may appear Increasing consumer use 14) have multiplied, the calling for a system that
children, said Tim Winter, more family friendly than of online viewing services study found. is accurate, consistent,
the group’s president. they are, he said. such as Netflix and Hulu But those TV-PG and TV- transparent and account-
That’s because of inherent The board did not imme- makes a universal and 14 shows do not live up able to the public.
flaws in the ratings system, diately respond to phone trustworthy system crucial, to their billing, including “Right, now, it is none of
he said, including the over- and email requests for the report said. bloody scenes of violence, those four things,” he said.
