AMD To Provide Market Leading 64-Bit Technology For New THX Best Practices Laboratory For Windows Media
—Non-profit industry training facility to feature AMD64 technology powering Windows Media Solutions—
LAS VEGAS, NV --
At the National Association of Broadcasters (NAB) conference today, AMD (NYSE: AMD) announced its joint sponsorship of the THX Best Practices Laboratory for Windows Media with founding members Microsoft Corp. and THX Ltd. As part of the sponsorship, AMD64 technology-based processors will provide the necessary IT infrastructure to power advanced digital content workflow and solutions for the creation and distribution of content in Windows Media Format as well as VC-1 (the proposed SMPTE standard based on Microsoft Windows Media Video 9). Major movie and broadcast studios, independent film and television producers and the post production creative community will be able to access the lab to experience and learn about the latest processes and products supporting high-quality content creation, distribution and consumer experiences from the cinema to the living room. The Lab is expected to open Fall 2005.
Located within Raleigh Studios in Hollywood, CA, the THX Best Practices Laboratory for Windows Media will be a not-for-profit entity that will serve as a guide for use of Windows Media across the digital production chain and will run on infrastructure based on AMD64 technology. Through guidance from THX, the Lab will provide an objective, consistent and respected industry view on best uses for Windows Media. THX brings a long history of delivering superior playback experiences to the end consumer in the cinema and the home.
AMD’s Digital Media and Entertainment team working directly with top movie and audio producers has led to several noteworthy examples of adoption of AMD64-on-Windows in the entertainment industry. Some of those examples include the making of “Star Wars: Episode III Revenge of the Sith”, Robert Rodriguez’s “Sin
City” and “Eric Clapton’s Crossroads Guitar Festival” DVD from Warner Strategic Marketing.
“AMD is focused on removing technology barriers to the creative process so digital artists and producers can continue to amaze their audiences in new and previously unimaginable ways,” said Charlie Boswell, director of Digital Media & Entertainment. “Partnering with Microsoft and THX on the THX Best Practices Lab for Windows Media allows AMD to expand the dialogue with more of the world’s foremost content creators about the possibilities enabled by AMD64 technology running Windows Media applications.”
“The THX Best Practices Laboratory for Windows Media will provide tools and expertise for content producers to deliver the highest-quality experiences with Windows Media Technologies,” said Kevin Unangst, director of Windows Digital Media at Microsoft Corp. “64-bit processing is a watershed technology for digital media and we’re excited to have AMD take part in this cutting-edge facility.”
“Microsoft and AMD provide a solid technical foundation that supports the entertainment community, helping media professionals innovate and achieve their creative goals,” said Michael Franzi, Chief Marketing Officer at THX. “We’re thrilled that AMD is participating in the Lab because of their product contributions in both the professional production and consumer playback markets. But more importantly, AMD understands what customers want and they have been able to consistently deliver it to the digital media market.”
For more information regarding the mission, facility and services of the THX Best Practices Laboratory for Windows Media, please logon to: (http://www.microsoft.com/presspass/press/2005/apr05/04-18THXLaboratoryPR.asp
) or e-mail BPLpartners@thx.com
AMD64 evolves the industry-standard 32-bit x86 architecture to support the demanding 64-bit environment and enables next-generation functionality and productivity today. AMD designed the AMD64 platform to allow end users to enjoy reliable, best-in-class performance on the 32-bit software they own today while preparing for a seamless transition to high-performance 64-bit applications. Designed from the ground up to support multi-core capability, future AMD64 dual-core processors will amplify the elegance and power of AMD’s current single-core solutions. The AMD64 architecture is also designed to enhance the security of your
computing environment by integrating Enhanced Virus Protection technology enabled by advanced anti-virus features in Windows XP Service Pack 2 and Windows Server 2003 Service Pack 1.
Since the introduction of the AMD64 architecture in 2003, the AMD Opteron™ processor for servers and workstations and the AMD Athlon™ 64 processor for
desktop and notebook computers have earned more than 80 awards for innovation and performance, and the support of more than 2,000 OEMs, hardware and software developers, system builders, and distributors.
AMD (NYSE:AMD) designs and produces innovative microprocessors, Flash memory devices and low-power processor solutions for the computer, communications and consumer electronics industries. AMD is dedicated to delivering standards-based, customer-focused solutions for technology users, ranging from enterprises and governments to individual consumers. For more information visit www.amd.com
AMD, the AMD Arrow logo, AMD Athlon, AMD Opteron, and combinations thereof, are trademarks of Advanced Micro Devices, Inc. Microsoft and Windows are registered trademarks of Microsoft Corporation in the U.S. and/or other jurisdictions. Other names are for informational purposes only and may be trademarks of their respective owners.