Milpitas (CA) - Roxio today debuted Crunch, a Mac-specific software program designed for video conversion to the myriad video players from Apple.

Crunch has one-touch conversion to transfer video files to formats specifically optimized for the Apple TV, iPod, and the upcoming iPhone. Initially available as a digital download for Mac OS computers, it will come out for Windows customers later this year.

It’s an alternative to Popcorn and Toast, more expensive video editing applications for the Mac.

Included in the list of compatible formats are DVI, AVI, MOV, MPEG-4, MPEG-2, and DivX. Crunch’s retail price is around $40.