On May 16, 2005 NVIDIA provided a first look at the powerful graphics architecture of PLAYSTATION®3 at a press conference held by Sony Computer Entertainment (SCE). NVIDIA and SCE are jointly developing a new graphics processor for PLAYSTATION 3. Codenamed "RSX," the new processor will connect directly to Cell, the advanced microprocessor developed by IBM, Sony Group, and Toshiba. "RSX is jointly developed by NVIDIA, the number one company in PC graphics, and SCE, the leader in computer entertainment," said Ken Kutaragi, president and group CEO, Sony Computer Entertainment Inc. "This cutting-edge graphics processor will give freedom in graphics expression and accelerate the fusion of entertainment content." "PLAYSTATION 3 will be the most important computer entertainment and digital media platform of the decade," added Jen-Hsun Huang, president and CEO, NVIDIA. "The combination of Cell and RSX will enable the creation of next-generation real-time 3D imagery that will take your breath away."