[opendtv] PR: ATI to demo hardware accelerated H.264

ATI Leads High-Definition Video Transition On PCs

May 27, 2005 12:00am

MARKHAM, Ontario & TAIPEI, Taiwan--(BUSINESS WIRE)--May 26, 2005--

PC video leadership extended with first hardware accelerated public 
H.264 demonstration at Computex

ATI Technologies Inc. solidifies its PC video and display leadership 
with the first public demonstration of high-definition H.264 video 
playback with hardware acceleration on the PC platform. H.264 is the 
video compression standard that will be used in the next generation 
high-definition video players such as Blu-ray and HD-DVD. The ATI 
H.264 video demonstration with ATI's next generation Radeon(R) 
technology will occur during Computex Taipei 2005 at the Grand Hyatt 
Hotel.

H.264 is a new video compression standard that's designed to have two 
to three times the compression efficiency of current schemes such as 
MPEG-2, while simultaneously improving overall image quality. This 
increased compression efficiency is highly computationally demanding, 
therefore graphics hardware assistance is crucial for real-time 
decoding of high bit-rate video. Working with industry leaders 
including CyberLink Corp., ATI's Radeon graphics acceleration 
technology meets the high-definition and computational demands of 
H.264.

"Consumers are clamoring for the amazing visual quality that Blu-ray 
and HD-DVD will bring to PCs," said Rick Bergman, Senior Vice 
President, PC Business Unit, ATI Technologies. "ATI is transforming 
the PC video landscape by leading the industry adoption of Blu-ray 
and HD DVD on the PC. This new innovation builds upon ATI's unrivaled 
video and display technologies."

The ATI demonstration at Computex features H.264 playback with Radeon 
technology and a CyberLink video player application. In addition to 
hardware acceleration of H.264, the Radeon processor is performing 
next generation video processing and showing off advanced display 
capabilities.

ATI will exhibit PC video and graphics innovations from May 31 to 
June 4, in the Regency Ballroom-1F, at the Grand Hyatt Hotel, Taipei, 
Taiwan.


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