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NAB 2013: HEVC Marketing
and Innovation Percolates

| April 22, 2013 | Digital Media Infrastructure |
| Analyst: Ron Westfall, Research Director, Service Provider

The NAB 2013 event generated groundbreaking portfolio development and marketing initiatives critical in gauging TV Everywhere (TVE) and multi-screen video (MSV) trends in the overall digital media networking ecosystem. This is evidenced with the show realizing an attendance of 92,414, topping last year’s attendance of 91,565. After the ratification of the High Efficiency Video Coding (HEVC) standard in January 2013, a clear show marketing theme focused on new HEVC solutions aimed at driving and influencing the early adoption curve of HEVC during 2013.

This included renewed sales and marketing emphasis on platforms that accelerate H.265 HEVC encoding to realize breakthroughs in video networking efficiencies, emphasis on video processing silicon advances to yield new video processing performance benchmarks and next-generation transcoding solutions (please see CurrentCast: NAB 2013 Preview – Content Lifecycle Marketing Flourishes , April 5, 2013). The advent of the HEVC/H.265 standards imprimatur framed a significant portion of vendor efforts to show how their solutions can positively impact content lifecycle efficiencies in areas such as early HEVC ecosystem adoption.

Additional MSV/TVE-centric announcements addressed MSV cloud strategies such as hybrid cloud approaches, the impact from the Ericsson takeover of Microsoft Mediaroom on IPTV/MSV integration evolution, the build-out benefits of defining a video delivery control layer, edge cache integration and unified policy management. The NAB 2013 event yielded at least four notable vendor announcements warranting analysis in this round-up:

  • Envivio and Broadcom collaborate on early HEVC encoder and decoder interoperability
  • Rovi targets rapid adoption of new HEVC compression standard with HEVC Beta Program and introduces HEVC-ready DivX Video service
  • Harmonic delivers HEVC and Ultra HD to ProMedia suite of ABR solutions for MSV delivery and processing
  • Media Excel demonstrates HEVC encoding powered by Intel processors.

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