Ittiam highlights the relevance and readiness of VP9 technology for online video at SMPTE 2016
October 28, 2016
Presents data and insights including the performance and quality enhancements to VP9 codecs
Hollywood, CA – The Society of Motion Picture and Television Engineers® (SMPTE®) completes 100 years in 2016 and the Annual Technical Conference (ATC) that started on 24th October marks a special celebration for the industry. Ittiam Systems, the leading provider of advanced video technology and a member of the Alliance for Open Media (AOM) presented insights into the relevance and readiness of VP9 technology to the online video industry based on its extensive experience with multiple VP9 products and early deployments of the format.
The presentation included some of the following aspects:
- Technology and business drivers for higher compression with VP9
- Technical overview of the format and the key features that benefit online video applications
- Benchmarking data to showcase 30-45% savings in bit rate over the incumbent H.264 format
- Overview of enhancements to VP9 codecs by Ittiam to deliver over 2x gains in speed
- Opportunities for quality improvements with VP9 and the areas being targeted by Ittiam
“VP9 is designed for the next generation of online video services, and it is good to see partners like Ittiam working to raise awareness about VP9’s benefits”, said Matt Frost, Head of Strategy and Partnership for Google’s Chrome Media Teams. “Our team has spoken about the technical advantages of WebM codecs in previous SMPTE conferences. Having worked closely with Ittiam over the last few years, we’re happy to see them extending that message to cover the practical aspects of VP9 encoder and decoder implementations that will benefit the engineers in the industry.”
“We would like to congratulate SMPTE for successfully supporting a century of technological advances in entertainment technology. We are humbled to be a part of this milestone event, in the 100th year of the successful conference history, and to contribute towards the next era of video technology”, said Mukund Srinivasan, VP – Cognitive Media Client Business and Head of Americas Business Strategy for Ittiam, and speaker at SMPTE 2016. “The VP9 standard immensely benefits the online video industry and we hope that the data and insights shared by Ittiam provides an improved understanding of the format to accelerate its adoption.”
More information about Ittiam’s VP9 products can be found here.
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