Elemental Technologies has provided a demonstration of full frame rate 4K Ultra HD high-efficiency video coding (HEVC) at a special event in London.
In it, the company showed an end-to-end workflow in which live 4K@p60 HEVC content was encoded for display in real time.
Elemental first announced support for the H.265 codec in January this year.
It then brought functional real-time HEVC video processing to NAB in April and demonstrated 10-bit 4K HEVC video processing at IBC in September.
This was followed by the world’s first real-time video processing of live 4K@p30 HEVC at the Osaka Marathon in October and the London now demonstration in London, which was undertaken at 60 frames per second.
Aslan Khader, chief product officer at Elemental, said: “Unlike cinema, live sports are best viewed at higher frame rates. In 2014, we expect live sports to drive 4K Ultra HD adoption by those programmers and pay-TV operators seeking to deliver a more compelling sports entertainment experience.
“With our HEVC implementation and software-defined architecture, Elemental gives customers a viable path to deliver Ultra HD TV services.”
Speaking at the demo, Keith Wymbs, VP of marketing, that that Elemental had established multiscreen leadership in just over three years.
According to a report by SNL Kagan published this month, it was the number one transcoder market player in North America, Latin America and Caribbean, Western Europe and Asia Pacific.
However, the encoding market remains fragmented.
Served by around 20 companies and worth $800+ million in 2012, Harmonic (23%), Ericsson (17%) and Thomson Video Networks (11%) claim the most revenues, with Elemental still a minor player.
Wymbs said that much of the industry still has a challenge with (4K) content.
He also predicted that by NAB (in 2014) “(we) will have full commercial scenarios where customers could generate revenue.”
