LAS VEGAS - nvtip -- At NAB Show 2025, Media Coding Industry Forum (MC-IF) member Ericsson will unveil an innovative and interactive multiview streaming demonstration, showcasing how the Versatile Video Coding (VVC) standard enables more engaging and efficient next-generation video delivery.

The demo, designed to be both playful and technically illustrative, highlights how VVC subpicture technology streamlines multiview streaming applications, now gaining traction across the video ecosystem, according to Lukasz Litwic, Research Leader at Ericsson and Chair of the Interoperability Working Group at MC-IF.

A New Era of Interactive Video Streaming

Multiview video experiences—where viewers can choose between multiple camera angles or data overlays—are rapidly emerging as a major trend in streaming, driven by deployments from leading sports and entertainment platforms. Ericsson's demonstration illustrates how VVC's built-in subpicture capabilities simplify the creation and delivery of these experiences compared to previous video codecs.

Attendees will get hands-on with an interactive video "game" where they can manipulate up to 24 simultaneous subpicture streams in real time. The demo runs on a low-latency VVC implementation and leverages hardware decoding, proving that high interactivity can be achieved live while efficiently using commercially available components.

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Why VVC Makes a Difference

While multiview streaming is possible with earlier codecs, VVC is the first standard to include subpicture functionality as a native, mandatory feature—bringing a host of advantages:

• End-to-end interoperability as every VVC-compliant decoder is guaranteed to handle subpicture content consistently.
  
  
• Simplified server-side manipulation by enabling subpicture streams to be rewritten and repositioned without diving deep into the bitstream—unlike previous-generation codecs.
  
  
• Operational efficiency driven by easier encoding workflows and reduced logic complexity across the content pipeline.

"This demonstration shows how VVC provides a forward-looking solution for hot application areas like interactive multiview services," said Litwic. "It allows content providers and platform operators to deploy these features more easily and with predictable device behavior—something not always possible with older standards."

Real-Time, Low-Latency, Fully Interactive

To underscore real-world applicability, the demonstration will operate live at the MC-IF booth, powered by a camera feed and running on low-latency VVC infrastructure. This real-time setup demonstrates how interactive multiview experiences are not just future visions—they're deployable today using efficient video coding tools.

Who Should See This Demo

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Ericsson's demonstration will resonate with a wide range of NAB attendees, including:

• Broadcasters and content distributors looking to reduce complexity in delivering rich multiview offerings.
  
  
• Streaming platforms aiming to boost user engagement with interactive features.
  
  
• Technology integrators and device manufacturers seeking to ensure compatibility and performance in VVC-driven ecosystems.

What to Expect at NAB

This demonstration will allow NAB attendees to:

• Explore interactive, low-latency multiview content using VVC subpicture technology.
  
  
• Witness seamless end-to-end performance on commercial hardware.
  
  
• Learn how VVC simplifies the delivery of dynamic, user-driven video layouts.
  
  
• Gain insight into interoperability and standards-based deployment practices led by MC-IF.

See It Live at NAB Show 2025

Don't miss this opportunity to experience firsthand how Ericsson is redefining what's possible with multiview streaming—using the power of VVC to deliver more engaging, flexible, and efficient video services. Visit the MC-IF booth in Futures Park at W3851 during NAB Show 2025 to learn more.

ENDS

Be part of the future of video coding—join the Media Coding Industry Forum!

If your company works anywhere in the Versatile Video Coding (VVC) space—whether it's chipsets, devices, software, streaming, broadcasting, or networks—being part of the Media Coding Industry Forum (MC-IF) is a smart move. MC-IF brings the industry together to drive awareness, adoption, and integration of VVC across the board.

Ready to get involved? Visit www.mc-if.org or reach out at info@mc-if.org.