P4 3.06 cpu runing at 73C under full load normal ???

I have aP4 3.06 cpu which when working under full load Ie doing video conversion. The cpu temp goes up to 73c. I'm sure this is NOT normal but what can i do about it?. The heatsink/fan is attached properley. its the one that came with it.
 
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Have you used any `Proper` thermal compound on the heatsink?
What other cooling do you have? ( case fans etc )
Where is your pc situated (poor airflow around case etc)
Was the fan\hs a `retail` buy.
What is your idle temp?
 
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