AMSTERDAM - Sept. 12, 2024 - PRLog -- Representatives from the Media Coding Industry Forum (MC-IF) return to Amsterdam for IBC 2024 to showcase the progress in the development and deployment of Versatile Video Coding (VVC) at the International Broadcasting Conference (IBC 2024) at the RAI Convention Center from September 13 through 16, 2024.

The mission of MC-IF is to promote greater awareness and adoption of MPEG standards -- including VVC. MC-IF member organizations work throughout the year to underscore how the VVC standard offers improved coding efficiency and versatility for a wide range of video applications.

"The adoption of VVC has significant business and economic implications for many different parts of the media and entertainment technology ecosystem," said Justin Ridge, president of MC-IF. "It introduces exciting opportunities to improve efficiency and performance while also creating new revenue streams for mobile device manufacturers, broadcasters, streaming service providers, display manufacturers and others that rely on high-quality video as part of their value proposition. MC-IF is working to drive the widespread adoption of VVC by increasing visibility, showcasing its interoperability and sharing implementation guidelines at industry events like IBC 2024."

Analysts, press and other parties interested in learning more or meeting with MC-IF member organizations can visit the following demonstrations at Hall 3, B21 during IBC 2024:

• Real Time AI Enhanced Video by Nokia
  Nokia's Maria Santamaria and Justin Ridge will unveil one of the first real-time implementations of the capabilities enabled by the Versatile Supplemental Enhancement Information (VSEI) standard. The VSEI standard allows neural network-based post-processing filters for improved video quality, upscaling, colorization and other enhancements. This can benefit encoding vendors, content providers, and ultimately lead to better video experiences for end users across different devices.
  
  
• 4K 120fps VVC Playback with Ali266 on Snapdragon X Elite PC by Qualcomm and Alibaba
  Qualcomm's Aytac Biber and Yan Ye from Alibaba will demonstrate the real-world benefits and capabilities of a decoder optimized for VVC running on Qualcomm's Snapdragon X Elite platform. This demonstration highlights the Snapdragon platform's capabilities in delivering 4K at 120 frames per second without dropping frames of skipping video. Qualcomm and Alibaba will illustrate the significant compression benefits of VVC, which allow for up to 50 percent reduction in video size and improvement of video start-up latency by 5 percent.
  
  
• VVC and Web RTC Low Latency for Cloud Gaming by Ericsson
  Ericsson's Per-Erik Brodin and Lukasz Litwic will showcase one the world's first integration of VVC with WebRTC for low latency video streaming in real time. Addressing the challenges of cloud gaming, Ericsson experts will demonstrate streaming a remotely rendered game to a web application running in a browser, and on mobile devices (both old and new). The application of this integration will generate an enhanced user experience with less buffering, increased game responsiveness and faster times accessing content.  

Panel sessions where MC-IF will be represented include:

• 5G Mag Insights – Beyond 2D, XR and Immersive Media – Friday, September 13, 2024, 4:00 to 5:00 pm – Auditorium Centre, #G.106
  Lukasz Litwic, Research Leader at Ericsson and Chair of the Interoperability Working Group at MC-IF, will present his latest paper, "Ready for Deployment: VVC's Adoption and Interoperability Status" as well as MC-IF's latest Guidelines for VVC and discuss advances in the latest codecs and their role in wireless video environments.

"VVC is emerging as more than just a technical standard. It is a foundation for innovation that will drive the next generation of video experiences. By enhancing efficiency and performance across devices and platforms, VVC is opening new doors for developers, manufacturers, and service providers to collaborate and build solutions that will shape the future of video. At MC-IF, we are dedicated to fostering this vibrant community, ensuring that VVC adoption continues to grow, and supporting the collaborations that will define the next era of digital media," concluded Ridge.

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About MC-IF

The Media Coding Industry Forum (MC-IF) is an open industry forum with the purpose of furthering the adoption of MPEG standards, initially focusing on VVC, by establishing them as well-accepted and widely used standards for the benefit of consumers and industry.

Contact

Airrion Andrews
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Source: MC-IF

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