What is my inspiration to write this post? Answer is two fold.
First, Need. How I found out about it. Recently, I was working with a company that needed DRM related services for audio, video and PDF files. We searched and evaluated many technologies, and finally settled for Adobe services. However we were still looking for a better solution, and around that time a mail arrived from a company called Ittiam for a blogger meeting to announce their showcase of HEVC.
Second, Serendipity. When I went to this blogger meet, I met couple of founding members of the company. While waiting for other bloggers to arrive, I was discussing with them about the company, their achievements, their vision. I had first heard about Ittiam in 2004, when I was in NirmaLabs. One of my colleague was from the REC, Tirchy where the founder Srini Rajam was their senior. For a decade, they have built a company on DSPs and IP generation and licensing and their latest offering is HEVC.
With Silverlight 4 launch, Microsoft announced Smooth Streaming technology using H.264 that adapts to user’s bandwidth and plays smooth streaming of video by adjusting the bit rate. Now take that same video playing capability, achieve compression of up to 50%, support Ultra-HD, and support many form factors/devices/screens. That is what HEVC promises. Ittiam has developed a cloud based encoding and decoding engine, a player that plays across devices as part of their showcase.
Capabilities of HEVC are as below
- HEVC is a single standard that can cater to an array of technologies to add value to the content on offer.
- While the H.264 took its time to spread its wings across various content consumption mediums, the HEVC has a distinct advantage. Apart from being available for VOD and OTT providers, Broadcasters and Network operators which make make up the content delivery platforms, the HEVC is being widely adopted on high consumption platforms such as mobile devices, tablets, STBs, Smart TVs etc.
- The world runs on the internet and content consumption through the internet is no more restricted to desktops, mobile and tablet views are constantly on the rise. According to ComScore 180 million web users (in the US alone) are watching 44 billion videos each month. They need high quality, rather the consumer now demands HD quality video on all platforms and with HEVC they get it better than before.
- HEVC stands to benefit from the proliferation of the cloud and mobile technologies. As these two converge and slowly become inseparable a video compression standard that offers higher resolutions on the 4G enabled multi core smartphones will become the need of the hour, and that’s exactly what HEVC is.
Source : DazeInfo
Ittiam has highly optimized decoder solutions on a variety of platforms, which are based on Multi-core + GPU based decoders on application processor devices (ARM/x86). They have demonstrated the technology at CES, MWC and NAB this year with customers/OEM partners who have licensed the technology from Ittiam.
What impressed me was their Cloud based H.264 to HEVC transcoding workflow, which runs on AWS ( Amazon Web Services ) to enable end users to leverage the broadcast grade Ittiam HEVC Software Encoder. It also enables efficient storage and delivery for OTT in a “Pay as you go” model, which I am sure would be a big hit once HEVC goes mainstream. Having seen H.264 adoption, and market being ripe with cheaper bandwidth and faster and multi core processors on devices, I am sure HEVC is just around the corner.
I wish Ittiam’s team a very huge success in years to come and hope to write couple of applications using HEVC in near future