Looks like DivX will attempt to come out of the shadows in 2007. PC Magazine has an article that discusses DivX's goals and how they plan to challenge Apple's new iTV next year. DivX CEO Jordan Greenhall explains that the new technology, DivX Connected, has been in development about 3 years. What makes DivX Connected different from Apple's new iTV product is that it isn't a separate "box". DivX Connected will be built into existing product lines like DVD players and PVR's. The company will license its SDK to OEMs and encourage them to include it in their products. So the success of this technology will depend on if manufacturers can be convinced to adopt it. They are hoping to have DivX supported products to consumers in late 2007.

The article also discusses the fact that the US has not embraced DivX the way Europe has. One interesting strategy by DivX is that they are ignoring the camcorder market because they believe it is a dying market. DivX is working with still camera manufacturers to add microphones and DivX support that will allow recording to flash. An example is the Casio EX-600D and its successor the EX-S770D which are only sold in Europe.

Whether DivX will rise up and challenge devices like Apple's iTV is yet to be determined, but you gotta admire the fact they are taking their own road instead of falling in behind the rest of the herd.