Although you may not have heard of Sigma Designs, if you own any High-def gear, some it probably uses a Sigma chip for the heavy lifting. At CEATEC
this week Sigma
was showing off its SMP8644 SOC which promises to make the next generation of Blu-ray players load discs faster and perform better when rendering all that BD-J interactive content. And although it wasn't mentioned, we'd be willing to bet that the new chip can do all of this while at the same being cheaper then its older brothers.