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