M4V is a digital video container format developed by Apple Inc. It is pretty similar to the popular MP4 in terms of structure, but M4V files can sometimes be DRM protected. Today, M4V is the primary video format for iTunes Store videos and can multiplex together multiple audio and video data.
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ASF (Advanced Systems Format) is a digital multimedia format designed to save and open content online. It is the primary container for Windows Media Video and Windows Media Audio content. Today, ASF supports smooth playback on HTTP servers, media servers, and local storage with programs like Windows Media Player.