Which is best video format for storage of video media files?

Greetings, good folk and happy holidays!
My question involves the conversion of physical video media, DVDs, video files, etc, and storage for use with multiple devices.
Like many of you, I have video in many formats and in multiple places... DVDs, Blu-Ray, AVIs, MP4s, etc.  I want to convert them all to a usable format to use in conjunction with my Iphone, Apple TV, IPad, etc. and store in one place in an electronic "library." The problem is that there are countless formats they can be converted to, and not all formats look good on all devices. A video converted to Iphone format will be optimized for the smaller screen and may not look good on the iPad. And iPad converted video might not look good on larger TVs used with Apple TV.
Was wondering if you folks would have opinons as to the best codecs, format and specs to convert video to that would look good on any device from iPhone to an iPad to a TV with Apple TV. 
I'm not expecting Blu-Ray quality sharpness with a universal format when used with Apple TV, but something reasonable without artifacts would look fine.
I'm using IM Too Video Converter Ultimate which has presets for many difference devices, but not sure which options will work best.
Anyone else dealing with this?
Thank you for your time.

MPEG-4
Make sure you don't infringe on any copyrights.

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    I am hsving a difficult time figuring out what is the BEST video promat to record in that can be used in imovie AND final cut pro.
    I'd appreciate any assoistance at this point.
    All tips appreciated,
    :-) Cheers

    iMovie is friendly with .mp4, .mov, .m4v etc video formats. Here this article about iMovie supported video formats may help you.

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