What's Happening?
The International Telecommunication Union (ITU), along with the International Organization for Standardization (ISO) and the International Electrotechnical Commission (IEC), has issued a call for proposals for innovations that surpass the current Versatile
Video Coding (VVC) standard. The initiative aims to develop a new video coding standard by 2029, with proposals being evaluated in January 2027. This effort continues a tradition of joint work that has produced previous standards like the Emmy-winning High Efficiency Video Coding.
Why It's Important?
The development of a new video coding standard is crucial for the evolving needs of the digital media industry, including streaming services, video conferencing, and gaming. Improved video compression technology can lead to better quality and more efficient data transmission, impacting industries reliant on digital content delivery. This initiative highlights the ongoing need for innovation in video technology to meet future multimedia requirements, including AI-enabled content creation.
