Export settings help size vs. quality, How does Apple do it?

Hello, Newbie to FCPX. I have been using iMovie to import 1080i footage (and downconverting to 540) but now I moved up to FCPX. I am still importing 1080i footage from my Canon HD camcorder and I created a 17 minute clip. When I exported this via the Share --> AppleTV 1080 option it is about 1.3 gigs. I've tried using compressor but the quality turns blocky and it's still a large file size. I know there's a trade off to shrinking the file size but here is my question....
What settings does Apple use for their HD movies in iTunes? They look fantastic and two hours is under 4 gigs at 1080p. I can't seem to extract the same quality but again, I don't have a lot of experience. I just have home movies of my daughter I shot in 1080 and would like to preserve as much of that quality as possible without chewing up disk space I don't need to because I don't know how.
Can someone offer some guidance? Thanks!

aubiem wrote:
That is also where I get confused. I am using a Canon Vixia HFM41 …
… which has by specs a max bitrate of just 24mbps.
e.g. broadcast standards here ask for a minimum of 50mbps.
example: the forthcoming Pana GH3 offers 54-72mbps.
… without Vitaly's assistence in hacking …
professional toys such as an Arri Alexa records straight in proRes4444 = 330mbps
plus, your device compresses in 4:2:0 … professional is 4:4:4 ....
summary: read Russ H first sentence …

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