AMD: Going For The Gold In Tinseltown

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AMD’s taking a run at Intel’s supremacy in chips as studios gear up for online movies…with studios at last willing to move forward with online delivery, chipmakers will play an even greater role. The increasingly heated rivalry between AMD and Intel is beginning to split Hollywood’s power brokers into two fiercely loyal chip camps.

So what will AMD need to do to catch Intel? For one, it has to come up with a compelling scheme that helps studios grapple with the coming era of digital movie downloads. Company officials say they will unveil such a plan later this year with Microsoft..Together the two tech companies are working on DRM that will be encoded into Windows Media software for playing HD movies on AMD-based machines. For its part, Intel is working with five companies to back an Internet copy-protection scheme that will put studios more at ease.

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