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Yahoo puts its mark on consumer electronics

Do you, uh, want a Yahoo DVD player?

The Web portal giant on Monday unveiled a branded line of consumer electronics products for sale on its Web site, raising the profile on a quiet initiative aimed at bringing its name out of the study and into the living room.

The products, which include DVD players and home theater systems, are manufactured by Diamond Electronics.

Yahoo portable DVD/CD/MP3 players range from $69 to $99. The players can store photos for viewing with a USB port, and can connect to a TV to play videos. The home theater systems include a DVD/CD/MP3 player, four small satellite speakers and a sub-woofer for surround sound and amplifier for $199 at the low-end, and $269 with more amplification.

Although Yahoo has licensed its brand in the past to consumer products, this is the first time it has lent its name to home electronics. The company previously put its name on PC-related products such as eyeglasses for computer users, digital cameras and keyboards.

"It's something that's a consistent part of our marketing strategy to extend our brand name through licensing," said Yahoo spokeswoman Nissa Anklesaria.

The agreement with Diamond highlights another Yahoo effort to piggyback onto devices outside the PC world. Last month, Yahoo extended its agreement with SBC Communications to include its logo in the phone giant's ambitious plan to offer digital video programming to its customers. In addition, the deal will let Yahoo expand its presence onto SBC's home networking product and WiFi offerings.

At the time of the SBC announcement, Yahoo's CEO Terry Semel said in a statement that the deal would allow the company to "further deepen consumer relationships by extending our products and services beyond the desktop."

Anklesaria said the line with Diamond was originally launched with little fanfare this fall on several retail Web sites, including BestBuy.com, Target.com and JCPenny.com.

 

By Jim Hu and Michael Kanellos
Staff Writer, CNET News.com

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