Microsoft introduced a new version of its Internet Protocol Television software this morning, along with a new name: "Microsoft Mediaroom." The company hopes IPTV operators will promote it as an "ingredient brand," much as audio receiver makers tout their use of Dolby technology and jackets sport GORE-TEX labels.

See this story from today's paper for details, and this earlier story for background on Microsoft IPTV. Many of the companies using Microsoft's IPTV software are telecom providers, such as AT&T, that are using the technology to expand into the television business. IPTV delivers digital television signals to TV sets over the copper lines used for phones and DSL Internet service.

It's easy to understand why the company wanted to switch from the cumbersome "Microsoft TV: IPTV Edition." But why didn't it just stick with the simple, straightforward "Microsoft TV"? Here's what Ed Graczyk, Microsoft TV marketing director, said on that subject:

"It's obviously the place we started. There's a lot of nice things about Microsoft TV. Everyone gets it. It's short, and when you're talking about a brand on the television ... short is good. The reason we didn't want 'TV' was it was kind of too limiting. The reason we're announcing this brand on Monday, with the introduction of things like home media sharing [a new photo and audio feature] is because you get into these 'beyond TV' experiences. So we wanted to come up with a name that people understood, but that meant more than just television."

So "Mediaroom" refers to the room where you access media? Well, no.

"We look at it a little differently. It's about this virtual room," Graczyk said. "You can take your media room with you. Today, with these early deployments, it's tied to the TV in the home. But as we get into these connected experiences, and even with home media sharing, it's more than just television now. Photos can be on another PC on the other side of the house, but you're bringing that media to you in your virtual space."

One note about the logo above: Microsoft made it resemble the navigational arrows on a TV remote, so that the design can be incorporated into remote controls.

In a broader sense, it will be interesting to hear what people think of the "Mediaroom" name. The company says it will encourage but not require its use by the IPTV providers that use its software.