CEVA and NBICC Collaborate to Add China's AVS Video Standard to Portfolio of Audio/Video Codecs for CEVA's MM2000 PlatformMonday, March 10th, 2008
CEVA’s fully programmable, multi-standard multimedia platform now supports H.264, MPEG4, DivX, RealVideo, H.263, VC-1 and AVS video codecs
SHANGHAI, China — IIC-China Conference & Exhibition — CEVA, Inc. (NASDAQ: CEVA); (LSE: CVA), a leading licensor of silicon intellectual property (SIP) platform solutions and DSP cores, today announced a collaboration with the Ningbo CAS IC Design Center (NBICC) to add China’s Audio Video Coding Standard (AVS) to the portfolio of codecs available for CEVA’s MM2000™ programmable multimedia platform. The addition of AVS to CEVA’s multimedia software offering for the Mobile-Media family will allow SoC designers to target emerging AVS-based applications with highly competitive products for the Chinese market.
AVS is China’s national audio/video codec standard and offers a similarly efficient, cost-effective alternative to the industry’s rival advanced standards such as H.264 and VC-1. Initial deployments of AVS-based applications in China are targeting IPTV services, where China Netcom, one of the country’s largest wired-telecom companies selected AVS for their IPTV deployment. Other applications for AVS include mobile TV and portable multimedia players.
The implementation of the NBICC AVS codec on CEVA’s fully programmable MM2000 platform will enable both new and existing customers to rapidly develop and deploy AVS-based products. For MM2000 customers, the AVS codec can be licensed and implemented on their MM2000 based application processors via simple software upgrade, without requiring any modifications to the hardware. With the addition of the AVS standard to its portfolio of codecs, CEVA’s MM2000 platform now supports the most video codecs of any fully programmable multimedia solution, including H.264, MPEG4, DivX, RealVideo, H.263 and VC-1.
“CEVA’s decision to add our AVS codec software to their fully programmable multimedia platform offering is an important step in the promotion of the AVS standard in China,” said Wang Honglong, product marketing manager of NBICC. “NBICC was an early member of the AVS Workgroup and we are a strong believer in the technical benefits and market potential of the standard. We are pleased to cooperate with CEVA to allow SoC designers, and their ODM/OEMs customers, to accelerate the development and deployment of AVS-based applications.”
“Through our partnership with NBICC for the support of the AVS video standard, and following our recent announcement for supporting RealVideo and VC-1, we are now further demonstrating the true multi-standard nature of CEVA’s MM2000 platform,” said Eran Briman, vice president, corporate marketing at CEVA. “The AVS video standard release reflects our continued expansion in the Chinese IC industry with strong commitment to servicing the local needs for advanced video applications.”
The CEVA Mobile-Media family is designed around a single DSP core without requiring any accelerators or dedicated engines for video processing, and is supported by an advanced set of development tools. These two factors dramatically simplify the software development process and minimize development time for multimedia products. In addition, the general-purpose open DSP core at the heart of the Mobile-Media solution enables designers to integrate extra functionality in addition to video on the same solution. For example, audio, voice, Bluetooth, GPS, cellular baseband functionality or any proprietary algorithms that require signal processing capabilities can utilize the DSP core engine, thereby reducing costs and increasing differentiation for video-enabled products.
CEVA and NBICC will demonstrate the AVS codec running on CEVA’s MM2000 demonstration platform at the IIC-China Conference & Exhibition in Shanghai, March 10-11. CEVA’s is located at Floor 1, Booth 1D01 at the show.
About Ningbo CAS IC Design Center (NBICC)
Ningbo CAS Integrated Circuit Design Center (NBICC) the branch of Institute of Computing Technology Chinese Academy of Science (CAS-ICT), is an organization established under the joint efforts of People’s Government of Ningbo and CAS. NBICC is a leading provider of complete AVS and H.264 solutions. Supporting a wide range of network protocols, resolutions, codecs, bit rates and devices, NBICC is the company to offer video codec solutions that deliver industry leading video quality from mobile TV to HDTV and from software to hardware IP.