Why won't ATV play HD video from iMovie?

This question incorporates two different systems (ATV and Imovie) but I thought I would start here.
ATV will play HD movies rented through Itunes. Why then can I not Save/Export movies from Imovie in HD and view them on ATV?
Any thoughts?
Thanks,
Ehren

You can export HD movies from these applications for the Apple TV, it's just that they need to be in a specific format. Rudegar has provided those specifics and I proposed options that are available in both iMovie and Final cut that can meet them, the export settings will produce the same specification of file that you can purchase from the iTunes store.
If you are asking why the Apple TV doesn't support all the types of files iMovie and final cut can produce then there are a few reasons for that:
Firstly the Apple TV has limited capabilities, it simply can't play the high end sort of stuff these editing applications can produce, to do that it would need much more processing power which would ultimately make the Apple TV more expensive and out of reach for the vast majority of its target base who simply want iTunes store quality content.
Secondly, the editing software can produce content for many delivery platforms, iMovie and final cut are targeted at a much wider consumer than just people wanting to make video for the Apple TV, some want video on DVD, others on blu-ray, others may want to export it for windows users or just play it on their macs.
Finally, not all export options are delivery formats, there are times when you want video in non delivery formats for further production, production formats are not designed to be used for delivery and in many cases simply aren't playable on any (consumer system).
It's the job of the editor (in these type of applications) to make sure they are delivering the finished movie in the right format for what it will be used for. In the case of the Apple TV, that's share to iTunes and then choose the Apple TV option.

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