What is the standard Video burning/converting software ??

How do I convert a movie to the standard format so my tv can read it off of a USB stick that i plug into my tv??

my tv says it reads mkv format.. but the movies from my ipad/camera are all different.. (mov,mp4,Avi) etc..

So 2 questions:

1.What is the main best software (paid or free) that efficiently converts movies to tv format for my usb stick?

and

2. What is the Standard efficient software of Todays DVD burning/converting software? I also want to burn a DVD of my movies so i can watch them on any standard DVD player today.. I haven't burned a DVD in so many years but now i want to and I dont even know what to use anymore..

thanks

1) I would suggest Freemake video coverter, although I might have had some issues awhile back with it... not sure.
And it's free.

Wondershare Video Converter Ultimate is still one of the best:

http://www.wondershare.com/pro/video-converter-ultimate.html