I needed an S-video cable, discovered I had one from ATI and looked it up online. It's listed as "S-video cable for Mac2TV or PC2TV". Is that just their branding? It looks like a generic cable to me, that could be used for any S-video connection.
Actually, B&H sells this ATI cable for 10 bucks. After saying it's for ATI cards, description says the cable can also be used to connect any two S-video devices. So...generic!