Rovi bets consumers will push Hollywood’s HEVC adoption

By on 09/12/2013 7:03 AM @robertandrews

AMSTERDAM — The next-generation video compression codec to succeed the popular H.264 standard promises up to 50 percent smaller video sizes for cheaper online transmission – if the industry can ignite both consumer demand and producer inertia.

To jump-start adoption of the so-called “High-Effiency Video Compression” (HEVC) – or H.265 – codec, video tech firm Rovi is pushing out software in to the hands of consumers, regardless of the industry’s rate of take-up. The tenth version of its Div X video software suite includes HEVC creation and playback support.

“Consumers creating content in HEVC will really propel the standard,” says Rovi senior manager for product marketing Solange Jacobs Randolph in this video interview. “Once device manufacturers see all of this content, they will know that it’s time to start supporting HEVC in their devices natively.”

This is a fascinating strategy in addressing a supply-and-demand problem, or, as Randolph calls it, a “chicken-and-egg dilemma” – why should studios take advantage of HEVC’s smaller video sizes when no consumers can play them, and why should consumers care when there is no HEVC video content anyway?

One answer appears to be getting consumers to produce their own HEVC content, ahead even of Hollywood.

Can amateur or prosumer video makers drive the big outfits to adopt the standard that promises to save content owners and distributors money on delivery costs? Certainly, their content may show a quality gap compared with big-budget fare. But, in today’s landscape, when everyone is a content creator, the material produced by Div X-toting consumers may yet help create a showcase library of content in the format.

And the Div X chain may have the scale to popularise HEVC. “More than one billion Div X deices have shipped to market form the world’s leading consumer electronics manufacturers, and we plan to do it again,” Randolph says.

“We are introducing the Div X HEVC certification programme – and are already starting to work with the ICs, the OEMs who are coming to us because they have an interest in supporting HEVC.”

Rovi is presenting its latest developments in HEVC today in Amsterdam at the opening of of the IBC show.

Disclosure:  This video and post was created as a part of sponsorship arrangement with Rovi.

Recent Videos
image
SpotXchange Sells Majority Stake to European Broadcaster RTL

SpotXchange, the video ad tech company that provides a technology platform for publishers and broadcasters to sell advertising on an automated basis, has sold a majority of its shares to Europe’s RTL, the companies announced today. RTL, the giant broadcaster controlled by Germany’s Bertelsmann, ...

image
VICE News is “One of the Biggest Newscasts in the World”

In five months since its launch, VICE News on YouTube  is “one of the biggest newscasts in America and possibly the world,” says Brian Dietz, SVP of Sales in this Beet.TV session video.   He says that the network has over 650,000 subscribers on YouTube and has had 70 million views of its ...

image
Video Ads Perform Better On Mobile: Jun Group CEO

The booming video advertising segment stands an even better chance of ringing up success on mobile devices than it has on desktop so far. That’s according to one video ad platform boss. “Seventy percent of the video views we did were on mobile devices,” says Jun Group CEO Mitchell ...

image
Razorfish CEO: Paid Media Should Operate in Real-Time With Social

Paid, owned and earned media can work well on a real-time basis, and brands need to rethink both their allocations for paid media and the timing too, says Pete Stein, CEO of Razorfish, in an interview with Ashley J. Swartz, CEO of Furious Minds, for Beet.TV. “It used to be that paid media was ...

image
Maker Studios’ Jason Krebs: Collaboration Key for Brands & Creators

Collaboration with creators is vital for brands working with digital producers and talent, says Jason Krebs, Head of Sales at Maker Studios, in an interview with Ashley J. Swartz, CEO of Furious Minds, for Beet.TV. Maker Studios creates and distributes video content focused on millenials and its videos ...

image
Havas Dish Latino Digital Campaign Jumps to TV

Some brands are now migrating successful digital ads to the TV set, in a reversal of what was once the trend of repurposing TV spots for online video, says Rori DuBoff, Global Head of Strategy at Havas Digital, in an interview with Beet.TV. Havas recently launched a campaign for Dish Latino around the World ...

image
‘The Big Ideal’ Fuels Cross-Platform Content: Ogilvy’s Abby Marks

Nevermind your product, what do you stand for? That’s what OgilvyEntertainment’s senior strategy and operations director Abby Marks tells her clients, channeling her agency’s late founder. “David Ogilvy was always about research and treating the cons as an equal, thinking about ...

image
JWT’s Branded Content Approach Starts with Participation

Branded content is not an “if” for marketers; it’s a must-have, says Eric Weisberg, Executive Creative Director at JWT, in an interview with Beet.TV. To be effective, branded programming needs to deliver on the right combination of entertainment and utility. As an example, he points to work ...

image
Multi-Channel Network Collective Digital Studio Launches New Content for Purina

Los Angeles-based Collective Digital Studio (CDS) launched a new series of programming for its popular YouTube channel Petcentric as part of a recently minted deal with Purina, say Paul Kontonis, SVP in an interview with Beet.TV. That channel is now managed by CDS, which works with YouTube influencers to ...

image
Millennials Are Cool With Brands Changing All The Time: Initiative/IPG Study

Brands need to mimic the characteristics of millennial-age consumers to curry their favor, according to research, The Reset Generation, conducted by media agency IPG’s Initiative group. “Their expectations of brands are what they think people expect of them,” says Initiative’s US ...

image
If “Content Is King,” then “Distribution is Queen” as Paid Media is Essential,...

Mindshare, the media agency within WPP, has created some 250 branded campaigns for video and television over the past 9 years, says David Lang, Chief Content Officer and President of the agency’s entertainment division,  in this interview with Beet.TV  On the subject of viral video hits and paid vs. ...

image
Hearst is Building a “Netflix Model” Around Magazine Video Content

Hearst has just launched “CosmoBody,” a daily fitness show which is advertiser-free and is  being offered on a subscription basis.  This is the first of what will be a number of Hearst titles and Hearst partners who will be part of a new “Netflix model,” explains Chris Grosso, SVP ...

loader