Sudhian Media has posted an article on NVIDIA's PureVideo

With the recent slowdown in CPU clockspeed progress when moving from one process generation to the next, both Intel and AMD have begun touting new CPU features instead of raw speed gains. Not surprisingly the same has been occuring for a while in the video card domain. In some ways, the two computing areas are on a parallel path; compared on the basis of transistor counts and process technology, GPU's are just as advanced as general purpose CPU's. As a result, both ATI and NVIDIA have chosen to focus on new feature sets, emphasizing these as an important product characteristic instead of just depending on better benchmark scores in 3DMark. One of the recent NVIDIA features that's seemed most useful to general consumers is called "Purevideo".

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