Intel has confirmed that it will no longer be fighting what looked from the onset like a losing battle, to get its processors and system on chips into televisions.
Claudine Mangano, an Intel spokesperson, confirmed that the company will continue to supply chips for set top boxes like the Boxee box manufactured by D-Link and the Google TV STB built by Logitech and Sony.
Bloomberg reports that Mangano confirmed that the decision was made on business grounds and that Intel will be refocusing its efforts on tablets, smartphones and the ultrabooks.
Intel has used specifically designed Atom processors in the past as part of its Consumer Electronics (or CE) portfolio.
But unfortunately for Intel, many of the CE giants the company tried to convince, like Samsung, Sony and LG already have chip designs, all of them based on ARM's architecture.
Not only are ARM chipsets cheaper, they also generally have a much more advantageous performance/power ratio and can be more readily customised.
Apple was the first one to abandon Intel's processors in its Apple TV for the more nimble, home-grown A4 and A5 SoC and it is likely that this trend will continue.