Rumors about a TV service by Intel are nothing new. But we had no substantial information about the branding of the product. Some recent developments suggest that Intel’s TV service might come under the name OnCue.
The name and trademark is being registered worldwide. In May, three trademarks related to OnCue has been registered in the U.S. Patent and Trademark Office. Such filings were also reported outside of the U.S., including Canada, Mexico and Europe.
The twist is the name OnCue is not being registered under Intel Corporation. Instead it is being registered under a shell company named Sest Inc.
How come we’re so sure that OnCue is actually the name of Intel’s TV service? First, the language used in the filings are pretty similar and sometimes duplicate of other trademark filings by Intel, especially the “Intel Inside & Out” mark. Second, the trademarks are being filed by the same attorneys who give service to Intel on such cases. Third, an Intel account director in a ad agency named OMD has recently added the following in 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.”
I guess, the connections are clearer now. Intel is expected to launch its TV service later this year. It aims to change how we interact with the TV.