AppleTV is now shipping

[steve harley]

they whom i call LuKreme wrote:
> I will be interested in what sorts of hacks there are to get the TV to 
> play generic dixx, ogg, or other 'non-Itunes' formats.

i riffed on this:

<http://schinckel.blogsome.com/2006/02/18/scripting-quicktime/>

and came up with this minimal script, which saves reference 
movies into the Movies folder:

   -- make iTunes-compatible reference movies from avi files

   -- handle files dropped onto droplet
   on open (some_movies)
     set movies_path to (path to movies folder) as string

     repeat with a_movie in some_movies
       tell application "QuickTime Player"
         set a_mov to first item of (open a_movie as alias)
         set a_name to name of a_mov
         set a_path to movies_path & a_name & ".mov"
         save a_mov in file a_path
         close a_mov
       end tell
     end repeat
   end open

   -- handle double-click
   on run
     set some_movies to choose file of type {"public.avi"} with 
prompt "avis to reference" with multiple selections allowed
     open (some_movies)
   end run

my test divx files thus "converted" to ~800K reference movies 
which were addable to iTunes and will play from there, though 
there's only minimal metadata; i'm using the Perian codec, in 
case that matters; no idea if this will work with TV

ogg has long been playable in iTunes via a plugin (it's been a 
couple years since i tried)