Exporting TV Quality to iTunes

I am enjoying iMovie. However, I use Popcorn to convert DVD or 4:3 video footage to iPod using it's TV quality ie. max iPod resolution and quality.
With iMovie, there's only one iPod export setting - poor quality 320 x 240.
I have tried exporting to Quicktime, but I'm trying to replicate the best iPod compatible quality easily directly from iMovie.
The reason ? So my Mac in the living room can show shared family movies, shared in iTunes. Seems strange that there isn't a sharing function which retains quality.
Ideas ? Much appreciated.

News flash:
With the release of iTunes 7 (and some changes in QuickTime) exports to iPod can now be up to 640X480.
If your source files are from DVD (MPEG-2) they are 720X480 (640X480 in QuickTime) they'll look as good as your "rip".
Drag your files into iTunes Movies folder (left pane of iTunes) and use "Convert to iPod" under the Advanced menu.
A new .m4v file will be made and you can find it in the default location (wherever you have your Music library) in a folder named Movies. Open it with QuickTime Player and open the Movie Info window to see its format. Play it full screen using iTunes.

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Exporting TV Quality to iTunes

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