LAS VEGAS - nvtip -- The Media Coding Industry Forum (MC-IF) returns to Las Vegas for the 2025 NAB Show to demonstrate next-generation use cases leveraging Versatile Video Coding (VVC).

The improved efficiency and performance of video delivery remains a key component of the delivery of video content. Whether a broadcaster, streaming service provider or application developer, production workflows need to maintain a delicate balance between optimal bandwidth usage and delivery of high quality video for the end-user experience.

"What can be accomplished when leveraging the VVC standard's capabilities requires active exploration as there is potential for innovation that creates new streams of revenue generation. Whether it is broadcasters, streaming service providers, device manufacturers or developers, VVC provides higher compression efficiencies, low latency and reduced bandwidth  consumption that impacts multiple parts of the media and entertainment ecosystem," said Justin Ridge, President of MC-IF.

The mission of MC-IF is to promote greater awareness and support adoption of MPEG standards -- including VVC. MC-IF member organizations work throughout the year to communicate how the VVC standard offers improved coding efficiency and versatility for a wide range of video applications.

Analysts, press and other parties interested in learning more or meeting with MC-IF member organizations can check out the following demonstrations from:

• NOKIA -- (West Hall - W3581-- Futures Park) -- Nokia will showcase how neural network filters—executed in real-time on commercial off-the-shelf hardware—can dynamically enhance video quality after decoding. These AI-powered filters, designed to restore visual detail and improve image fidelity, are guided by real-time metadata updates embedded in the video bitstream via the VSEI standard. For this showcase, Nokia is using a standard Intel Lunar Lake laptop equipped with a built-in Neural Processing Unit (NPU) and hardware VVC decoding capabilities. This setup enables real-time application of neural network post-filters directly on the playback device—without requiring any specialized or proprietary hardware.
• ERICSSON -- (West Hall - W3581-- Futures Park) -- 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 will showcase 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.
• INTEL -- (West Hall - W3581-- Futures Park) -- Intel will illustrate how excellent video playback experiences can be achieved while viewing 8K content on commercially available laptops. By combining the power of the Lunar Lake processor and VVC's  higher compression efficiencies and improved video quality at lower bitrates, attendees can see the clarity and responsiveness in the delivery of the video content. The additional benefits of this integration will also be evident from the Intel Lunar Lake laptop's reduced power consumption and decreased fan noise while it is displaying highly demanding 8K video.
• INTERDIGITAL – (West Hall - W3056, W4051, W2675) -- MC-IF member InterDigital, along with its partners, will be showcasing demos that let you experience "HDR Without Limits" and see how Advanced HDR by Technicolor is driving the next wave of live sports, entertainment, and broadcast innovation. Meet InterDigital's engineers at the ATSC Booth to see our Advanced HDR by Technicolor kiosk in action (W3056), at the Ultra HD Forum Booth where it will be engaged in live demonstrations with key industry partners (booth W4051), or at the Advanced HDR by Technicolor meeting room (invitation-only suite at W2675). Interested parties can schedule an exclusive demo and in-depth discussions by visiting: https://bit.ly/4jaOazd.

Panel sessions where MC-IF will be represented include:

More on nvtip.com

• Hollywood's Elite Gather at the Annual WOW Creations Oscars Gifting Suite at the Universal Hilton
• Where Were the Women? Reframing the Greek Revolution Through Contemporary Art
• Delirious Comedy Club: Best Live Comedy Show Tonight in Las Vegas — Minutes from the Strip
• JGCMGS Details Architecture to Safeguard Assets From Unauthorized Phishing Scams
• 21 Days: The Malta Deadline That Could Redraw the Finnish Online Casino Map

Justin Ridge, President of MC-IF, and Łukasz Litwic, MC-IF Interoperability Working Group Chair will present their latest paper titled, VVC Broadcast Deployment Update, on Sunday, April 6 from 3:40 to 4:00 pm in rooms W220-W221 during the Broadcasting Engineering and IT Conference.

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.

Ends

About MC-IF

The Media Coding Industry Forum (MC-IF) is an open industry forum with the purpose of furthering the adoption of MPEG standards, initially focusing on VVC, by establishing them as well-accepted and widely used standards for the benefit of consumers and industry. Ready to get involved? Visit www.mc-if.org or reach out at info@mc-if.org.