AMSTERDAM — Online video technology supplier Rovi’s top priority is helping clients pump out video in the next-generation video compression standard.

Succeeding the popular H.264 standard, High-Efficiency Video Compression (H.265) promises up to 50 percent smaller video sizes for cheaper online transmission. Rovi has been amongst the few to commit early support for the standard, in the latest version of its DivX suite.

“HEVC is where we’re focused,” senior sales director Malachi Bierstein tells Beet.TV in this video interview at the IBC show, “to make it as easy as possible to make this transition for the whole supply chain.”

Many in the industry hope HEVC’s greater video file compression can help deliver 4k videos in future.

But Bierstein says: “With HEVC, you don’t have to be in 4k to get the benefit. You’ll start to see deployments of HEVC at the standard 1080p resolution because of cost savings on the file size reduction.”