Entertainment anywhere, everywhere ! This is what ITTIAM set out to do when they started work on their Portable Media Assistant which would rival the best in the world at their game. Ittiam knew that the technology they had was top class and felt that they needed ID that was home grown and yet on par with the world. And all this a good one year before the IPOD video was launched. Amongst the scenarios that ITTIAM envisaged, the one that took highest priority was amount of storage followed by battery life.