New marketing fluff to feast uponATI has announced today a new product line dubbed "Avivo". Avivo will be available in all of ATI's upcoming products so it's fairly obvious that this will be ATI's video implementation in its Crossfire and R520 video cards.
MARKHAM, ONTARIO--(CCNMatthews - Sept. 20, 2005) - You'll never look atyour PC the same way again, once you've seen a computer with Avivo(TM) fromATI Technologies Inc. (TSX:ATY)(NASDAQ:ATYT). Avivo includes hardware andsoftware technologies that refine video capture and playback, and greatlyimprove display quality. Computers with Avivo provide much more accuratecolor reproduction than other PCs - they can display 64 times as manycolors - and so are essential for anyone editing photos or viewing video.In addition, Avivo makes PC games look stunning on any current display andthe superb image quality gives Avivo users the gaming edge.All digital photo and video files are processed through a series of stepsbefore being displayed on PC monitors. A flaw in any one of these stepswill produce a less accurate video or image. ATI's Avivo refines all of thesteps to ensure the best photo and video experience:
- Using today's current computer architecture, Avivo delivers flawlessvideo playback by supporting hardware MPEG-2 compression, hardware assisteddecode of MPEG-2, H.264 and VC-1 video codecs, and advanced displayupscaling
- 64 times the number of colors currently available in current PCs foramazingly vibrant images that are more accurate with higher color fidelitywith unprecedented 10-bit processing throughout Avivo's display engine
Extreme resolutions, such as 2560 by 1600 or higher, on the latest digitaldisplays using dual-link DVI, as well as high color depth support over DVI
- Industry-first advanced up or down resolution scaling for high qualityviewing on any flat panel display using ATI's unique solutions never beforeimplemented on the PC
- Accurate video capture with features like 3D comb filtering (a featurepreviously limited to high-end televisions), front-end video scaling, andhardware MPEG video compression
- True-to-life image reproduction for TV programs with hardware noisereduction and 12-bit analog-to-digital conversion for high-quality videocapture
- Universal connectivity to support standard TV, HDTV, video input and allPC displays via digital (DVI, HDMI(TM)) and analog (VGA, Component,S-Video, composite) ports
"ATI's Avivo will revolutionize the PC in the same way that high-definitionrevolutionized television," said Rick Bergman, Senior Vice President, PCBusiness Unit, ATI Technologies. "As the world's leading supplier ofreception and display solutions for high end digital televisions, ATI isdelivering the world's leading video and display technologies to the PC.ATI's Avivo benefits anyone who edits digital photos, enjoys a home theaterPC, or plays PC games."
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"ATI's Avivo enhances the fully integrated digital entertainmentexperiences Windows XP Media Center Edition 2005 offers with rich video anddisplay features," said Dave Mendlen, director of Windows XP products atMicrosoft Corp. "The unique features that Avivo brings to the home theaterenable users to connect more display devices with ease while watching thehighest quality video programming."
Avivo will be an integral component in all of ATI's upcoming desktop,mobile, chipset, workstation, and software products. For more informationabout Avivo, please visit http://www.ati.com/avivo
We won't know how much of this ends up actually translating into better video quality until we recieve a sample, but this will at least provide some of the more advanced video technology ATI has offered in its Theater 550 Pro chips to anyone with an ATI card.
