Intel's main attraction was a new line of PC chips. But CEO Paul Otellini also stressed that the company is adapting chips for cars, TVs, and other consumer electronics d

evices.

This past summer, for instance, Intel agreed to pay about $1.4 billion to buy a portion of chip-maker Infineon Technologies AG to gain technology for wireless devices.

Mr. Otellini said the addition of computing power and Internet connections to these new devices is "changing them and changing the world."

Broadcom, which already makes communications chips for set-top boxes and other products, is using CES to talk about developments such as wireless technology that

can pass data between smartphones, TVs,

camcorders and 3-D headsets.

The company on Wednesday promoted 11 new sets of chips for set-top boxes—including features to offer cable TV operators greater protection against video piracy—

and said South Korea's LG Electronics has

selected its chips for use in digital TVs and Blu-ray players that connect to the Internet and send TV signals around the home wirelessly.

Marvell, a Silicon Valley chip maker that uses ARM's technology, discussed plans to help accelerate a move of those chips from their stronghold in mobile devices into

products for the home.

In one event Wednesday, Marvell and Verizon Wireless said they would collaborate on an effort called Control Point, which uses a device about the size of a power plug

as a central connection point to let a

smartphone user manage devices in the home such as security systems, lights, heating and air conditioning.

Mips, a Silicon Valley company that also licenses processor technology that is widely used in settop boxes, said it is stepping up plans to enter ARM's turf in

smartphones and tablet-style computers.

Nvidia, meanwhile, moved toward larger devices.

The company, which specializes in chips that render images in videogames and other graphics-heavy tasks, said it would make a new class of microprocessors—which

serve as the brains of computers—to

power products ranging from PCs to servers and massive machines called supercomputers.

Like an existing processor known as Tegra, which is aimed at smartphones and tablet-style PCs, the new development effort is based on microprocessor designs l

icensed by ARM.

Nvidia executives said the initiative will help extend the technology into high-end systems where it is not widely used now