AMD CEO Hector Ruiz Challenges Entertainment Industry Leaders at NAB t

AMD CEO Hector Ruiz Challenges Entertainment Industry Leaders at NAB to `Break Free' from Traditional Technology Barriers

    Business Editors/Entertainment Editors/High-Tech Writers
    NAB2005
    Booth #SL2543

    LAS VEGAS--(BUSINESS WIRE)--April 18, 2005--

Lucasfilm, DreamWorks, Robert Rodriguez, Microsoft, HP, Top Audio Producers, Broadcasters, Musicians Showcase AMD's Digital Media and Entertainment Lift-Off
    In a keynote address at the National Association of Broadcasters (NAB) conference today, Hector Ruiz, AMD (NYSE:AMD) chairman of the board, president and CEO, challenged entertainment industry leaders to break free from traditional technology barriers with innovative AMD64 solutions. Ruiz demonstrated that AMD64 technology with Direct Connect Architecture delivers breakthrough production power to digital artists while simultaneously reducing costs for businesses transitioning to HD production. Efficiencies gained in production pipelines based on AMD64 technology are expected to be further advanced by systems using the Dual-Core AMD Opteron(TM) processor launching later this week.
    "AMD64 liberates the creative imagination from technology's limitations and allows business managers to break free from a history of high-cost, low-ROI investments," said Ruiz. "AMD64 technology helps businesses creating and delivering HD content to control data flow, control costs and realize artistic visions better than any other processor technology available."
    Ruiz highlighted AMD's Digital Media and Entertainment team led by Charlie Boswell that deliver on the company's vision and commitment to provide unprecedented creative power for the world's most demanding digital artists.
    Showcasing the power of AMD64 technology were partners from all facets of the entertainment industry including national and local broad-casters, film makers, animators, special effects artists, musicians and audio engineers.

AMD NAB Keynote Highlights included:

-- Rick McCallum, producer of the Star Wars prequels, displayed breathtaking, never-seen-before footage of the upcoming "Star Wars: Episode III, The Revenge of The Sith" made possible by AMD64 technology;

-- Jeffrey Katzenberg, principal partner of DreamWorks SKG, announced DreamWorks Animation SKG is using AMD64 technology to improve efficiencies and increase the complexity of visual detail of upcoming digitally animated films like "Madagascar";

-- Robert Rodriguez, provided video-taped remarks regarding how the power of AMD64 technology keeps him in the "creative moment" while shooting all-digital films like the ground-breaking hit "Sin City";

-- Elliot Scheiner, Grammy-winning audio producer and 5.1 surround sound pioneer, discussed how AMD64 technology allows him to record mission critical live events with confidence for high-resolution digital audio like "Eric Clapton's Crossroads Guitar Festival" DVD;

-- Dave Fester, general manager of Windows Marketing, at Microsoft Corp., welcomed AMD as a founding sponsor of the THX Best Practices Laboratory for Windows Media, a unique laboratory, training and research facility to feature AMD64 technology powering Windows Media Video 9 (Microsoft's implementation of VC-1, the proposed SMPTE standard) solutions;

-- Jeff Wood, marketing director for HP's Personal Workstation, Workstation Global Business Unit, demonstrated the awe-inspiring power of HP's zx9300 dual processing workstation featuring the upcoming dual-core AMD Opteron processor;

-- Bill Stotesbery, president & CEO of KLRU Television, shared how AMD64 technology is easing the transition of Austin City Limits, a 30-year live music television program, into the HD broadcast future;

-- David Taylor, CEO of CineForm, asserted AMD64 technology's critical role in powering CineForm's breakthrough compression technology that allows multiple HD video streams for real-time editing, color correction and final out masters without loss of image quality -- possible only on AMD64 technology.

Other industry luminaries who provided video-taped remarks supporting the power of AMD64 technology included:

-- Cliff Plumer, CTO of Industrial Light & Magic

-- Dan Gregoire, pre-visualization supervisor of JAK Films on "Star Wars Episode III, The Revenge of the Sith"

-- Danny Baker, vice president and general manager, KTBC Fox 7

-- Jeff Forbes, computer and electronics supervisor, Jim Henson's Creature Shop

-- Bart Chiate, music mixer of The Jimmy Kimmel Show

-- Dweezil Zappa, musician and studio owner

-- BT, electronic music pioneer and film score composer for hit movies like "The Fast and The Furious" and "Monster" and the upcoming Richard Cohen drama "Stealth" from Sony Pictures;

-- David Hough, audio producer of the Austin City Limits TV program

-- Mark Greenberg, motion capture producer, XTRACKRZ

    Demonstrations of AMD64 technology-based solutions for HD digital broadcast, motion pictures, animation, and audio are on display at the AMD booth #SL2543 at NAB. For more information about these and other AMD announcements at NAB, please logon to: www.amd.com/nab2005.

    About AMD64

    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(R) XP Service Pack 2 and Windows Server 2003 Service Pack 1.
    Since the introduction of the AMD64 architecture in 2003, the AMD Opteron(TM) processor for servers and workstations and the AMD Athlon(TM) 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.

    About AMD

    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.

    NOTE TO EDITOR: Event-specific photo will be available to media shortly.

--30--CSD/sa*

CONTACT: AMD Scott Carroll, 512-426-9917 (PR) email: scott.carroll@amd.com or Mike Haase, 408-749-3124 (IR)

KEYWORD: CALIFORNIA TEXAS NEVADA TRACK INDUSTRY KEYWORD: MOTION PICTURES HARDWARE SOFTWARE COMPUTERS/ELECTRONICS ENTERTAINMENT TRADESHOW PRODUCT SOURCE: AMD

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