A brand of AMD64 CPU chips for Windows Media Center PCs. AMD LIVE! was introduced in 2006 to counter Intel's Viiv platform, which includes Intel chipsets as well as the CPU. AMD LIVE! touts the company's cool-running CPUs as a major benefit. AMD PCs use smaller fans and produce less noise, which is very important when PCs are placed in the audio/video equipment rack in the living room. See digital media server, AMD64 and Viiv.