Instant Effects and ATI Enable Easy Delivery of Next Generation Interactive Documents That Combine 2D, 3D, and HD Video Content
08 6์ 2005 - 10:01PM
Business Wire
Office FX(R) Professional and the ATI Interactive Media Player Make
Advanced Media Creation and Distribution a Snap Instant Effects,
Inc., and ATI Technologies, Inc. (TSX:ATY)(Nasdaq:ATYT), today
announced a collaborative solution that allows mainstream computer
users to easily create and distribute broadcast-quality interactive
documents and presentations that combine text, 2D and 3D graphics,
audio and High Definition video content. These advanced media files
can then be delivered for real time interactive playback on any
Microsoft(R) DirectX9-capable computer equipped with an ATI
discrete graphics processing unit (GPU). Using Instant Effects'
OfficeFX Professional V2.1, advanced media presentations are
authored directly inside Microsoft PowerPoint(R). These
presentations can incorporate the polished look of a network TV
show or the magical appeal of Hollywood special effects. With its
new Publish to FXD(TM) feature, OfficeFX Professional V2.1 packages
the OfficeFX-enhanced interactive 3D presentation and all of its
content into a file that can be played in the ATI Interactive Media
Player -- independent of both OfficeFX and PowerPoint. ATI will
bring the marketing and presentation advantages of this new form of
accessible integrated media to its customers by incorporating the
ATI Interactive Media Player as part of its standard driver
download and innovative Catalyst(TM) Control Center. Now, any
computer equipped with ATI's Interactive Media Player will be able
to display integrated media files published in the FXD format. The
broad distribution of the ATI Interactive Media Player will allow
new media documents to be conveniently shared. The ATI Interactive
Media Player distributed by ATI Technologies was developed by
Instant Effects, Inc., as a branded FXD Player. "The ability to
create an integrated 2D, audio, and HD video presentation and then
to distribute it as an interactive 3D media file is something
people can put to use right away," said analyst Dr. Jon Peddie of
Jon Peddie Research. "The combination of a well understood
authoring workflow that allows mainstream computer users to create
stunning presentations with compelling graphics and video has the
potential for driving advanced graphics to a much larger audience
-- from board room, to classroom, to living room." "With ATI
graphics, the ATI Interactive Media Player and the well known
workflow of OfficeFX Professional, we see demand for this new form
of interactive, integrated, and customized media," said Andy
Thompson, Director, Advanced Technology Marketing, ATI
Technologies, Inc. "Digital media professionals and business users
alike have a serious new medium for authoring and delivery." Broad
acceptance and utilization of advanced 3D graphics has formerly
been confined to the games enthusiast market and to high end
digital content creation (DCC) and Computer Assisted Design (CAD).
While it is compelling, interactive 3D media has not been widely
embraced by mainstream computer users in the past due in part
because it was difficult to create and required specialty hardware
to display. Continued innovation powered by graphics semiconductor
vendors like ATI has escalated the performance of consumer priced
graphics hardware to stunning levels over the past several years.
Helping to drive a market shift, the partnership between Instant
Effects and ATI arms computer users without advanced 3D design
skills access to a new media platform where they can easily mix
their own content. OfficeFX Professional delivers what has been
missing with its universally understood PowerPoint workflow and
unique media integration capability. "The ability to conveniently
author and distribute interactive 3D documents is yet another way
the ongoing digital media revolution is empowering both individuals
and corporations," said Don Brittain, CEO of Instant Effects. "For
creating everything from highly-branded interactive product demos
to professional-looking personal video collections, FXD files
provide a powerful way to bring the viewing experience alive, and
to convey messages with power, impact, and appeal." The ATI
Interactive Media Player will be available for download in the
September release of the Catalyst Control Center at www.ati.com.
ABOUT INSTANT EFFECTS, INC. Instant Effects develops software that
enables mainstream computer users to easily create interactive rich
media from within popular productivity applications or through
access to common data sources. The company's mission is to simplify
high-quality rich media creation and broaden its applicability and
use. Instant Effects, Inc., is a privately held company
headquartered in Santa Barbara, California. For more information,
please visit: www.instanteffects.com. ABOUT ATI TECHNOLOGIES, INC.
ATI Technologies, Inc., is the world leader in the design and
manufacture of innovative 3D graphics and digital media silicon
solutions. An industry pioneer since 1985, ATI is the world's
foremost graphics processing unit (GPU) provider and is dedicated
to delivering leading-edge performance solutions for the full range
of PC and Mac desktop and notebook platforms, workstation, set-top
and digital television, game console and handheld device markets.
With 2004 revenues of approximately US $2 billion, ATI has more
than 2,700 employees in the Americas, Europe and Asia. ATI common
shares trade on NASDAQ (ATYT) and the Toronto Stock Exchange (ATY).
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