Microsoft has teamed up with Philips in a bid to bridge the gap between consumer electronics devices and PCs.

The deal centres on a set of "long-term non-exclusive agreements" designed to optimise the transfer of digital entertainment content between Windows-based PCs and products equipped with the Nexperia family of semiconductors designed by Philips.

Under the terms of the agreement Philips will support Windows Media Audio & Video and Windows Media Digital Rights Management 10 technology in its Nexperia multimedia semiconductors.

The technology will be used in digital media receivers, personal video recorders, portable audio players, IP set-top boxes and video phones.

For consumer products, Philips will add Windows Media to currently supported formats in its Mobile Infotainment and Streamium products this month.

Support for Windows Media in Nexperia devices for in-car entertainment, as well as next-generation digital TV systems, are scheduled to follow later in the year.

Rudy Provoost, chief executive at Philips Consumer Electronics, said: "The essence of this initiative is to provide consumers with wireless access to a growing number of digital photos, music and videos on their PC and the internet, which they can enjoy on their TVs, home entertainment systems and stereos everywhere in the home."

Frans van Houten, president and chief executive at Philips Semiconductors, added: "As the flow of content between PCs and digital media players increases, adding this technology to the Nexperia platforms offers a simple solution to ensure that, regardless of the device on which a video is being viewed or a song being played, it looks and sounds great every time."