Intel and Microsoft are banging the Media PC drum together as they kick off their first joint consumer campaign to promote the digital lifestyle.

The campaign consists of print, TV, cinema and online advertising, as well the creation of 'experience zones' for potential buyers to test out the technologies for themselves. It comes a few weeks after Microsoft launched its Windows XP Media Center Edition (MCE) to more than 120 European system builders.

The 'Digital Joy' campaign will centre on Pentium 4-based PCs running MCE in the home in various scenarios, from movie viewing and TV recording to using the internet. The companies are also promising to highlight good Media PC deals.

"The significance of this campaign is that two leading technology brands have come together to create new entertainment possibilities for the PC within the digital home," said Ann Lewnes, vice-president of Intel's sales and marketing group.

"Consumers can feel confident that Intel and Microsoft are working to deliver the best technology for their home entertainment experience."

Tom Button, corporate vice-president of Windows client product management at Microsoft, said: "Consumers have been anticipating the benefits of digital convergence in the home - the integration of digital movies, music, photos and TV along with devices - powered by the PC."

Nathan Steel, marketing manager at system builder Compusys, said the company will promote Media Center PCs through the government's Home Computing Initiative (HCI) scheme, which allows employers to offer staff tax-free PCs.

"We plan to offer some of our business customers the chance to offer employees PC kit under the HCI scheme. Media PCs will form some of what is offered. We have not seen much of a Media PC push from Intel or Microsoft recently, but now that they have this joint campaign we expect to see a lot of marketing soon," he said.

crn@vnu.co.uk