How can I get high quality video that will play on my Touch as well as ATV?

Within iMovie there are output settings for the iPod and for the Apple TV. Now I fully understand the video resolution restrictions of the iPod Touch, so I am happy using a widescreen resolution of 640x360 ("Medium" output setting). What I am not happy about is the quality of the Medium setting, which iMovie states is 1.7Mbps. The results are rather blocky to say the least. In comparison, I can output the same movie as "Large", with a res of 960x540 and a bitrate of 4Mbps, and it comes out a little soft, but the blocky artefacts have all but vanished. Unfortunately, of course, the iPod Touch won't play a video with this resolution. I have tried "Export using Quicktime" and can get good quality results. However, the video (although H.264 and 640x360) ends up NOT being compatible with my iPod Touch.
Basically, how can I output a video of 640x360 that is of the quality I want, and that also plays on my iPod Touch? If the "Export using Quicktime" can be used to achieve this, what are the settings to use?
Thanks.

But why shouldn't I be able to have one video to suit both. I am happy with the resolution of 640x360, even on my ATV.
You can. Unfortunately, your desire for both a data rate greater than 1.7 Mbps (H.264/AAC compression) and the ability to play them on an iPhone/Touch/iPod is mutually exclusive at this time. Thus, you will either have to make different files targeted for different data rates for maximum quality on each device or you make a single file using the maximum allowed data rate for playback on the "slower" device and accept the quality it produces on whichever device you are currently using. If all you want is a higher data rate, use the MPEG4 Simple Profile which allows data rates up to 2.5 Mbps. Just remember that the H.264 codec is about 2.0-2.5 times as efficient and is roughly equivalent to an MPEG-4 Simple Profile file with video encoded at 3.00-3.75 Mbps.

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