Its very confusing at first the difference between file formats and codecs.
AVI and quicktime are both file formats. Think of them like boxes, they hold things but anything could be inside of them. Both of the boxes are different and both require a special item to open both of them.
Codecs are like decoder rings, once you open the box you have to be able to read the message
Divx, Mpeg 1-4, and DV are all examples of codecs. Your pc/camera/decoder box has to understand the message inside the box (AVI or MOV) to display video.
Just remember, DV can be in an AVI, or a Mov file (quicktime). Hope this clarifies a few things.
h.264 is a special codec standard that is offically called mpeg-4 AVC. h.264 standard is AAC audio with mpeg-4 video. There are certain ways that it can and can't be encoded (mpeg 4 has lots of various options for encoding, but must conform to standards so that other set top devices can decode it).
H.264 is the standard for HD-DVD and Blu-ray.
m4v is a container (box) that h.264 or any other various mpeg 4 materials can sit in.
Just remember, DV can be in an AVI, or a Mov file (quicktime), so can mpeg 4. Hope this clarifies a few things.