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Google has teamed up with 6 other tech giants to create a next-generation video format. The partnership includes key players like Amazon, Cisco, Intel, Microsoft, Netflix and Mozilla (aside from the Search Giant), a collective which is to be named the Alliance for Open Media.

alliance-open-media

You may be asking yourself what exactly the issue is with current video formats. Why are all these companies teaming up for a new solution, if our videos are already great? The main issue is that most popular video formats were not made with browsers and mobile devices in mind, they were simply adapted to them. The idea is that this next-generation standard would offer more flexibility, better support and improved browser compatibility.

The Alliance’s initial focus is to deliver a next-generation video format that is:

  • Interoperable and open;
  • Optimized for the web;
  • Scalable to any modern device at any bandwidth;
  • Designed with a low computational footprint and optimized for hardware;
  • Capable of consistent, highest-quality, real-time video delivery; and
  • Flexible for both commercial and non-commercial content, including user-generated content.

Netflix - Android apps

These guys will join forces and harness their specific areas of expertise to create a royalty-free video codec, placing a high emphasis on the above-mentioned characteristics, as well as encryption, adaptive streaming and more.

“Customer expectations for media delivery continue to grow, and fulfilling their expectations requires the concerted energy of the entire ecosystem. The Alliance for Open Media brings together the leading experts in the entire video stack to work together in pursuit of open, royalty-free and interoperable solutions for the next generation of video delivery.” -Gabe Frost, executive director at Alliance for Open Media

I am usually uncertain about new formats and their success, but with so many huge players on board, I find it difficult for this project to fail. Google and company are off to a good start, and more details will be revealed as the program develops. For now, all we can do is wait and see how this project unfolds. What do you guys think? Do we need a new format? Maybe this will be the one we have all been waiting for!

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