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April 29, 2009

AMD launches new ATI Radeon desktop graphics card

GDDR5 memory technology to provide high data rates for better game performance

By CBR Staff Writer

Chip maker AMD has launched the ATI Radeon HD 4770 desktop graphics card, a product that harnesses the 40nm manufacturing process for the desktop PC market. The card is the newest addition to the ATI Radeon HD 4000 series.

According to the company, the new card features third-generation hardware support for the latest DirectX 10.1, delivering higher game performance and improved visual quality when compared to DirectX 10. It makes use of the latest GDDR5 memory technology, providing high data rates for better game performance.

AMD has said that the ATI Radeon HD 4770 graphics card allows users to enjoy HD digital content with better visual fidelity. The new card helps enhance the definition and clarity of lower resolution media, and through the second generation AMD unified video decoder (UVD 2.0) technology, users can be assured of smooth video playback, crisp images, and vibrant colors on all HD content including Blu-ray discs, according to AMD.

Rick Bergman, senior vice president and general manager of graphics products group at AMD, said: Consumer pressure in this economic downturn is shifting demand to lower prices and the price band around $100 has the highest demand and highest volume.

AMD has responded with the launch of the ATI Radeon HD 4770, targeting this market with cutting-edge technologies like 40nm processors, support for DirectX 10.1 gaming and GDDR5 memory. This strategy stands in stark contrast to the old trickle down technology approach some still use to address this important segment.

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