SanDisk launches TakeTV player and iTunes killer "Fanfare"

Flash memory maker SanDisk Corp. on Monday unveiled a new PC-to-TV video player and a video download service intended for simplifying transfers of movies and television shows from computer to a living room television.

Calling the new device “Sansa TakeTV”, SanDisk said that this new player will work like a USB drive, allowing users to play content downloaded from Internet on a television set through standard audio/video sockets.

The Milpitas-based SanDisk, a maker of flash-memory chips that also builds the Sansa line of MP3 players, claims its new PC-to-TV video player is a simpler alternative to setting up a wireless network, running wires across a living room or burning video on a DVD.

With the launch of “Sansa TakeTV” SanDisk is apparently trying to pose a challenge to the ongoing saga of "How Do I Move All This Stuff On My Computer Into The Living Room and Onto My Television Set?"

"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 VP and general manager for SanDisk's audio/video business unit, in a statement yesterday.

Available in two versions, 4GB and 8GB, the TakeTV player supports video formats DivX, XVID, and MPEG-4, as well as the Vista, XP, Mac, and Linux operating systems.

The 4-gigabyte version can hold up to 5 hours of video and costs $99.99, while the 8-gigabyte model is priced at $149.99, and can hold 10 hours of programming.

Besides the TakeTV player, SanDisk has launched Monday an online video service, called Fanfare. Launched in beta version, Fanfare offers TV shows for download, just like Apple Inc.’s iTunes, the most popular music and video service on the Web that enables users to buy and download television shows and movies.

The Fanfare Website, which offers free and paid video, initially will include shows from the CBS network such as "CSI" and "Survivor."

In order to supply videos, SanDisk has cemented partnership with CBS and Showtime, as well as a few other sources. The company is due talking with additional networks and studios to offer more content.

SanDisk is the world's largest supplier of flash data storage card products using its patented, high-density flash memory and controller technology.

Soon after the launch of new player, SanDisk shares were up $1.90 at $44.62.