A new video conversion application on its way from Toast creator Roxio aims to simplify the process of taking digital media files and converting them to formats optimized for Apple Inc.’s Apple TV, iPod and iPhone devices.

The $50 software, dubbed “Crunch,” will include support for native QuickTime file formats such as DV, AVI, and MOV, in addition to non-QuickTime file formats like DivX, MPEG-2 and DVD-Video.

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