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NVIDIA , the graphics chip maker, has unveiled a new technology which it hopes will allow what it says "delivers outstanding HD-DVD and Blu-ray movie playback on PCs.

Called PureVideo HD, the new chip technology aims to combine hardware acceleration from an NVIDIA graphics processing unit, high-definition movie player integration and HDCP feature support to make it easy for manufacturers and consumers to build powerhouse PCs that can play HD-DVD or Blu-ray movies.

"Consumer interest in blue-laser DVD technology on the PC is growing – we project that more than 35 million high-definition optical disk drives will be integrated into PCs in the next 5 years", said Wolfgang Schlichting, Research Director at IDC.

PureVideo HD technology will use high-definition movie decode acceleration (using certain NVIDIA GeForce 7-series GPUs), HDCP circuitry and HD movie player integration to deliver cinematic-quality Blu-ray and HD-DVD movie playback on a PC.

A graphics card featuring PureVideo HD technology combined with an AACS HD disk drive, an HDCP-compliant display and a PureVideo-powered HD movie player from companies like CyberLink, InterVideo and Nero make it possible for consumers to enjoy superb HD movie playback on their PC.

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Chris Leckness is the Owner/Administrator of Mobilitysite. He is a Microsoft MVP, Mobile Devices and a member of the exclusive focus group, Mobius. Chris runs a Mobilitysite, GotZune, and a few other smaller sites and blogs. His personal blog is chris.leckness.com.