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<div class="left_inner_box_heading"><h1>On2 Technologies unveils new video compression format</h1></div>
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<p>On2 Technologies has launched its latest video compression format,<br />
On2 VP8. This eighth generation of On2 video is designed as a<br />
solution for web TV, IPTV and video conferencing companies looking to<br />
differentiate their product and service offerings by delivering<br />
higher quality video using less data and requiring less system<br />
resource for playback, according to Eero Kaikkonen, chief marketing<br />
officer at On2.<br />
"Downloading and streaming HD movies and TV shows has become<br />
commonplace, and with affordable HD web cams, we'll see rapid growth<br />
in high-resolution user-generated content as well as the wide-scale<br />
adoption of high quality video communication solutions," he says.<br />
"Even with faster transport technologies on the way, the cost and<br />
availability of bandwidth will remain a stubborn obstacle to<br />
containing costs as video services use more bandwidth than any other<br />
IP application."</p>
<p>According to a recent white paper published by Cisco, annual IP<br />
traffic will exceed half a zettabyte by 2012, with video accounting<br />
for close to 90 percent of all consumer traffic. Internet video alone<br />
is expected to generate 10 exabytes of data per month in 2012.</p>
<p>Kaikkonen says On2 VP8 surpasses the compression efficiency and<br />
performance of every other video format on the market by employing<br />
over 40 technical innovations, among them: advanced prediction<br />
through constructed reference frames; macroblock row level threading;<br />
improved small area referential encoding; advanced contextual entropy<br />
coding without the added complexity of bit level adaptability; and<br />
sparse targeted adaptive loop filtering.</p>
<p>"With On2 VP8, we set out to increase compression performance over<br />
On2 VP7 and leading H.264 implementations by 20 percent while<br />
reducing playback complexity by 40 percent," asys Paul Wilkins, chief<br />
technology officer at On2. "In the end we exceeded these goals and<br />
even back-ported some of what we learned to our On2 VP6 for Adobe<br />
Flash encoders." </p>
<p>On2 video is proprietary to On2 Technologies and is available with<br />
patent-pool free licensing, avoiding the burdensome royalties<br />
associated with standards based formats. For more information on On2<br />
Video visit <a href="http://www.on2.com" title="http://www.on2.com">http://www.on2.com</a></p>
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