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ATI signs n-CD contract with Sony DADC for global product release, creating more transparency in
disc usage and cutting their misuse through identification technology
Salzburg, Austria, May 10, 2004 - Sony DADC, solution and technology provider to the
entertainment industries and world's largest producer of pre-recorded discs, signed its first n-CD
contract in North America with ATI Technologies Inc. (TSX: ATY, NASDAQ: ATYT). The Canadian-based
leader in innovative 3D graphics and digital media solutions design, chose Sony DADC for global
competence and cutting-edge technology.
ATI is now using n-CD technology for licensed computer game discs which the chip manufacturer
adds to its retail products as a promotional item. n-CDs unique identification number and online
tracking options lets ATI determine exactly when and how many of their customers have taken
advantage of their promotional offer. Never before could the actual usage and associated royalties
of ATI's promotional computer game be determined precisely. This new transparency allows the exact
billing of users instead of sold discs in total, saving ATI the payment of royalties for unused
games.
n-CD's electronic CD-key function also enables ATI to cut down on printing costs of
serialisation codes on stickers which were traditionally placed on the game box. This concept also
ensures that codes are safe. The widespread method of unauthorised access to codes in stores is
coming to an end as they aren't visible anymore. ATI's n-CDs Secure Web Link will contain the
serialisation number for unlocking the game. Each n-CD disc is assigned a unique identification
number making it impossible for the serialisation code to be accessed from a copy of the CD. The
n-CD identification technology ensures that these premium features are exclusively reserved for
only one user of an original disc. Owners of an original disc will then also enjoy the convenience
of never forgetting or losing the code as it is always accessible via Secure Web Link with the
original.
The discs are being produced at two Sony DADC facilities in Austria and Hong Kong and shipped
to ATI's retail locations worldwide. "We have identified Sony DADC as the perfect solution for our
global accounts, "says Gilbert Christie, ATI VP of Operations. "With a global network of 10
locations and large production capacities on every continent, Sony DADC operates with a high and
consistent production quality at all plants for global releases." As Sony DADC service partners and
facilities are located in various time zones, ATI's replication and service activities are running
at all hours to guarantee a speedy process.
The n-CD solution was created by Sony DADC to add value to a traditional disc and offers
protection against unauthorised copying and usage. n-CD puts content on a CD and links the disc to
premium information in a way that it can only be accessed via the internet from the original disc.
The protected connection is called Secure Web Link and requires the original n-CD to be inserted in
the computer drive. n-CD can consist of an audio or ROM session and allows the combination of both.
Optional add-ons are copy control solutions. key2audioXSTM copy control is designed specifically
for the audio session and SecuROM™ offers leading protection against copying of the CD-ROM session.
The technology behind the n-CD exclusivity concept is an identification number called Postscribed
IDTM enabling the automated inscription of unique data which is readable by any computer drive.
With a daily capacity of 2,5 million discs Sony DADC is the world's largest provider of
pre-recorded optical discs and innovative solutions, supplying a full line of high-quality products
and services to the entertainment business. Services include digital asset management, authoring,
editing, copy control, graphic design, mastering, replication, packaging, distribution and
fulfilment for CD-Audio, CD-ROM, DVD, Super Audio CD, Recordable and Playstation™ discs. A network
of sales agents provides sales support in all European countries and in the Americas. For further
questions, please contact the n-CD Product Team at Sony DADC at +43 6246-880-555 or via email at
n-CD@sonydadc.com and visit us at
www.sonydadc.com.
About ATI
ATI Technologies Inc. is a 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 visual processor unit (VPU) provider and is dedicated to deliver 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 markets. With 2003 revenues in excess of U.S. $1.3
billion, ATI has more than 2,500 employees in the Americas, Europe and Asia. ATI common shares
trade on NASDAQ (ATYT) and the Toronto Stock Exchange (ATY). For more information, please visit
www.ati.com.
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