The ATI is said to develop a new technology with which GPUs transcode one media format to the other. What is means is that, for example, MPEG-2 data is converted to MPEG-4 format without being converted to some intermediate encoding scheme, like WMV9, or whatever which is the native codec of a specific media architecture.
Definitely GPUs nowadays become a second CPU for processing media data.
It is very good move unless it is expensive.
I believe the Apple computer will have strong interest in this, and Microsoft will too.
One problem is that there are so many codecs, and consumers, expecially Korean consumers, will want DivX, XVid codec transcodability. However I will guess that the ATI only allow industry standard codecs like MPEG-4, MPEG-4 AVC (H.264), MPEG-2, MPEG, and so on.
It is a way to go, Koreans!