Feeds

MS turns to ATI for Xbox 360 HD DVD decoder

Battle lines drawn

The Essential Guide to IT Transformation

ATI's H.264 HD video decoder will be used by Microsoft to allow its Xbox 360 to play HD DVDs, the two companies announced today.

No great surprise there, perhaps - it's well known the Microsoft console has an ATI GPU on board - the R500 - and it's capable of running the same video processing algorithms through its pixel shader pipelines as the company's desktop chips.

No, today's announcement isn't about technology, but marketing. Microsoft is joining with other HD DVD backers to fund a $150m marketing drive for the next-generation optical disc format. Since Microsoft will be promoting the format with Xbox 360, and since the console contains ATI chippery, ATI understandably wants to get in on the act.

It helps, too, that just as HD DVD is competing with Blu-ray, and Microsoft (Xbox 360) is competing with Sony (PS3), so ATI's arch-rival, Nvidia, is providing the graphics for Sony's console. The battle lines are clearly draw: HD DVD vs Blu-ray; Microsoft vs Sony; Xbox 360 vs PS3; ATI vs Nvidia. Let each's fanboys line up accordingly. ®

Build a business case: developing custom apps

More from The Register

next story
4K video on terrestrial TV? Not if the WRC shares frequencies to mobiles
Have your say with Ofcom now, before Freeview becomes Feeview
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
You didn't get the MeMO? Asus Pad 7 Android tab is ... not bad
Really, er, stands out among cheapie 7-inchers
Apple winks at parents: C'mon, get your kid a tweaked Macbook Pro
Cheapest models given new processors, more RAM
Leaked Windows Phone 8.1 Update specs tease details of Nokia's next mobes
New screen sizes, dual SIMs, voice over LTE, and more
YES, iPhones ARE getting slower with each new release of iOS
Old hardware doesn't get any faster with new software
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Maximize storage efficiency across the enterprise
The HP StoreOnce backup solution offers highly flexible, centrally managed, and highly efficient data protection for any enterprise.