Until recently I've been toying around with everything from the 8088 to the Pentium 3 and not too late Athlon. Now I've got hold on a Asus P4C800-E Deluxe with 2GB ram and P3 3,4GHz CPU.

At first I've put in a Radeon 9600 and that runs great. Now lately I've got my hands on a Radeon HD 4650 AGP with a huge Zalman passive heat sink. Since I want to use that card, it's obviously that I'll pair it with the fastest AGP system I've got: the P4C800.

Now I've been reading, and it seems some people really advise to make sure the bridge is properly cooled. Is the chip in the centre of the pic below the AGP bridge?

If so, it's even more obvious that it's not being cooled. How would you suggest I'd cool it properly?