Media Coding Industry Forum Showcases the Latest Innovations in Versatile Video Coding at NAB 2024By: MC-IF 
On the frontier of media coding advancement The mission of MC-IF is to promote technologies developed by MPEG. MC-IF is currently focused on the deployment of VVC, a video codec that offers improved coding efficiency and versatility for a wide range of applications. "The adoption of VVC has significant business and economic implications for many different sectors of the economy," says Justin Ridge, president of MC-IF. "It introduces exciting opportunities to improve efficiency and performance while also creating new revenue streams for broadcasters, over-the-top service providers and other industries that depend on high-quality video to generate value. MC-IF is working to bring VVC to market by developing guidelines, increasing visibility, and showcasing interoperability at industry events like NAB 2024." Analysts, press and other parties interested in hearing MC-IF members speak during the event can visit the following sessions during NAB 2024: ● Member organizations of MC-IF will be showcasing the benefits of VVC at Booth W4235. ● Ericsson and Qualcomm will be demonstrating low latency VVC implementation in a cloud gaming application at Booth W4235. ● Fraunhofer will be demonstrating its latest implementation of efficient film grain coding for VVC at Booth W2857. ● Sunday, April 14, 3:00 to 3:20 pm PST Broadcast Engineering and IT Conference Lukasz Litwic and Justin Ridge (representing MC-IF members Ericsson and Nokia respectively) ### About MC-IF The Media Coding Industry Forum (MC-IF) is an open industry forum with the purpose of furthering the adoption of MPEG Standards, initially focusing on VVC, by establishing them as well-accepted and widely used standards for the benefit of consumers and industry. Contact Airrion Andrews airrion@mindsharecapture.com Photo: https://www.prlog.org/ End
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