SanDisk Targets Video Content Distribution, Rolls Out The TakeTV PC-to-TV Video Player

SanDisk is one of the most important names from the A/V industry, known not only for its advanced storage solutions and portable media players, but also for a large number of other interesting products. However, the company's latest development is something really out of the ordinary, as the combo between the TakeTV PC-to-TV Video Player and the Fanfare video distribution platform might also turn the company into one of the most important content distributors around.

The most important selling point of the new TakeTV is its simplicity of use. Thus, according to the company, using the Sansa TakeTV video player is as simple as using a USB flash drive: all the users have to do is simply drag video files to the TakeTV player, and then slip the player into its TV cradle. The cradle plugs into the standard A/V sockets of nearly every existing TV. Next, users are shown a simple, on-screen guide where they can quickly select the content they've stored on the Sansa TakeTV player, using the included remote control.

The Sansa TakeTV video player will work with new and legacy TV systems via standard AV composite inputs or S-Video, and since it's flash-based, the device is small, durable and quite portable. Furthermore, it supports a variety of video formats, including DivX, XVID and MPEG-43, and connects to any PC via a USB connector, working with Windows Vista, Windows XP and the latest versions of Mac and Linux.

"Sansa TakeTV is the most easy-to-use, straightforward solution for watching downloaded personal video content and other shows in the comfort of the living room," said Daniel Schreiber, senior vice president and general manager for SanDisk's audio/video business unit. "No confusing wireless network set-up, no wires running across the living room and no cumbersome burning of DVDs. Just use the Sansa TakeTV device to move your favorite video content over to your TV, and enjoy it on the big screen with family and friends."

SanDisk's Sansa TakeTV flash memory-based player comes in 4 GB and 8 GB flavors, providing enough storage space for around 5 or 10 hours of video, the two models retailing for $99.99 and $149.99 respectively.

The Fanfare is a Web-based service that enables consumers to download television shows, movies and other premium video content to portable devices. The BETA of the Fanfare content delivery service platform coincides with the U.S. online retail availability of the new Sansa TakeTV PC-to-TV video player. The combination of Fanfare with Sansa TakeTV creates an end-to-end entertainment system enabling viewers to time-shift and place-shift their favorite shows by downloading them from their PC to watch them on nearly any TV, at any time.

"Fanfare is a very simple and affordable way to conveniently catch up on TV shows and watch other premium videos," said Kate Purmal, senior vice president and general manager of digital content for SanDisk. "Pairing Fanfare's content with a Sansa TakeTV player creates an unmatched, seamless solution where users can browse a rich array of TV programming and movies in a friendly Web interface, and then quickly and easily move this content to a TV, where it's meant to be enjoyed."

The Fanfare is built around an intuitive, easy-to-navigate user interface designed by Schematic, an interactive agency specializing in innovative digital platforms. With a single click, programs and movies can be downloaded directly to the Sansa TakeTV player, which is then inserted into a small cradle attached to the TV for playback on the television. The cover of the Sansa TakeTV unit serves as a remote control.

Furthermore, rights-managed content is protected with TrustedFlash, a security technology developed by SanDisk that securely stores sensitive digital data and applications on flash media. SanDisk also worked with digital media leaders IBM and Extend Media to automate key content delivery processes and assure content partners that their high-value assets are safely under control.

The only downside, if we could call it that, of the Fanfare is that it requires the TakeTV player in order to work, which might limit its popularity, at least to some point. On the other hand, Apple's applying this market strategy already, so why shouldn't SanDisk enjoy the same level of success?

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