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Monday, April 18, 2005
 AMD sponsors THX Best Practices Laboratory for Windows Media
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Message Text: Non-profit industry training facility to feature AMD64 technology powering Windows Media Solutions

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 ) (Due to the length of this URL, it may be necessary to copy and paste this hyperlink into your Internet browser's URL address field. You may also need to remove an extra space in the URL if one exists.) or e-mail BPLpartners@thx.com.
 
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