14 DAY TRIAL // ATI Technologies today announced that Microsoft Corp. has chosen ATI's H.264 decoder for the Xbox 360 HD DVD player, offering therefore a more lifelike high definition experience for all hardcore Xbox gamers, as the HD DVD format is said to deliver up to six times the resolution of traditional DVD, informs Daily Tech.
"The Xbox 360 gives consumers access to a world of high-definition games and video content through Xbox Live Marketplace. With the new Xbox 360 HD DVD player using ATI's decoder technology, we're giving consumers the choice to playback the latest in high-definition movies," said Todd Holmdahl, corporate vice president of Xbox 360 hardware development. "HD DVD brings new meaning to the term home theater. When people see the visual clarity and realism that Microsoft and ATI are delivering through the Xbox 360 this holiday, they will be blown away."
ATI's decoder technology - the well-known Avivo - brings into play Xbox 360's graphics processing unit (GPU) in order to accelerate video processing and consequently, deliver one of the most enhanced H.264 video playbacks. The unified shader design of the GPU enables high-end processing performances such as comb filtering and automatic gain control to ensure that video artifacts such as blockings or color bands don't occur during playback.
"With the Xbox 360 HD DVD player, Microsoft and ATI are pushing the boundaries of high-definition multimedia content," said Rick Bergman, senior vice president and general manager, PC Business Unit, ATI. "The decoder technology used in the new drive provides high fidelity visuals unlike anything ever seen before. This is another example of the close cooperation between our two companies, and the commitment we both share to delivering the most immersive experience possible for audiences around the world."
Photo Credits - ATI Technologies