|ATI Radeon HD 4770 RV740 DDR5 Video Card|
|Reviews - Featured Reviews: Video Cards|
|Written by Olin Coles|
|Tuesday, 28 April 2009|
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ATI Radeon HD 4770
Sometimes an industry first doesn't mean a new champion is born. The ATI Radeon HD 4770 introduces the 40nm RV740 GPU paired to 512MB of DDR5 video frame buffer memory, and a double-height cooler allows the ATI B743 model video card to operate at 750MHz. Initially expected to sell at the $100 mark, could this be the mainstream graphics accelerator for the masses? Benchmark Reviews compares the Radeon HD4770 against a large collection of performance tests in this article.
Faced by an economy in recession, it could be smarter to refine the products you have than to design and produce completely new ones from the ground up. This is the basis for my introduction, and the concept behind AMD/ATI's business strategy for the discrete graphics market. Which raises the question: should a video card manufacturer improve and perfect their current products, or should they spend money they can't spare on a new design? AMD has decided to refine their Radeon 4000-series GPU with the 40nm RV740 for mainstream gamers, while the competition is pledging itself to expensive and unnecessary ultra high-end products for a shrinking market.
The Radeon HD 4000-series has been a real success for AMD, and combined with Phenom II Processors they create a synergistic effect called the Dragon platform. The new Radeon RV740 GPU is the next well-bred concept from the ATI labs, and in this article Benchmark Reviews tests the performance of the new ATI Radeon HD 4770 40nm RV740 DDR5 B743 video card against several graphics accelerators from the middle- and top-end segment. Clocked at 750MHz the Radeon HD4770 targets HTPC builders and everyday gamers, at a price point launching at $100.
The video card industry is hurting as bad as anyone during this economic recession, and nobody is walking around happy about PC graphics these days. They can't, really, not when many of the latest video game titles for the personal computer are released only after console versions have been made available first. Even once you get past that burn, you're greeted by yet another. In 2008 there were dozens of great video games released on the PC platform, but very few of them demanded any more graphical processing power than most games demanded back in 2006.
Of the recent PC video games released, Far Cry 2 is one of the very few which demand modern graphics to enjoy decent performance, which older games such as Crysis and Battlefield 2 are also guilty of. Yet, somehow the need for better PC graphics hasn't become a prerequisite for new games, because when Battlefield 2042 and Crysis 2 came out they both required less graphical processing power than the former versions. Because of the various factors working against desktop graphics, I'd say that now is the time for manufacturers to stop building a bigger mousetrap, and instead build it better.
About Advanced Micro Devices, Inc (AMD)
Advanced Micro Devices (NYSE: AMD) is an innovative technology company dedicated to collaborating with customers and partners to ignite the next generation of computing and graphics solutions at work, home, and play.
Over the course of AMD's three decades in business, silicon and software have become the steel and plastic of the worldwide digital economy. Technology companies have become global pacesetters, making technical advances at a prodigious rate - always driving the industry to deliver more and more, faster and faster.
However, "technology for technology's sake" is not the way we do business at AMD. Our history is marked by a commitment to innovation that's truly useful for customers - putting the real needs of people ahead of technical one-upmanship. AMD founder Jerry Sanders has always maintained that "customers should come first, at every stage of a company's activities." We believe our company history bears that out.