Keith Wymbs, Chief Marketing Officer for Elemental Technologies, has provided his thoughts on the public launch of the PERSEUS video compression codec (see separate story) and the claims by V-Nova, the company behind it, for dramatically higher compression efficiency.
â€œClaims of proprietary codec gains are very common in the video industry. Often in the standardization process, compression techniques and algorithms are removed for a variety of reasons, such as power consumption, device cost and computational cycles. These kinds of bitrate optimization technologies crop up frequently to attempt to fill that void.
â€œWhenever our customers validate demand for increased functionality, even at the codec level, Elemental is prepared to consider it. But for technology vendors like us to make this kind of resource commitment, the demand needs to be widespread. For codecs, that typically means itâ€™s being driven by a standard of some sort.
â€œIn the media and entertainment market, particularly in the Pay TV segment, itâ€™s difficult for proprietary solutions vendors to build out an ecosystem that is robust enough to gain widespread traction. As a result, proprietary codecs have never made serious inroads. Microsoftâ€™s VC-1 codec came the closest, but that initiative has waned due to broad acceptance of H.264.â€