Update: The ITU-T Newslog has a related article entitled ITU powers the iPod Generation.
Nice to see Apple's new iPod supporting the ITU-T H.264 video codec which came out of work in the Joint Video Team. Or as it is referred to in ITU-T official related standards (which are called Recommendations):
Congratulations to the JVT team for producing an incredibly efficient codec for both streaming and stored formats.
H.264 is "no doubt the best codec there is, offering a great coding efficiency," Tim Schaaff, vice president of the interactive-media group at Apple Computer Inc., said at IBC last week.
More from the ITU-T's News Flash in 2004: Video Codec's March Continues
Following the news that H.264/AVC (Advanced Video Coding) has been adopted for use in next generation high definition DVDs, the codec's popularity seems to be growing daily. Recent reports have shown a raft of companies announcing deployment plans and demos at industry events.
The video compression standard (full name H.264 or MPEG-4 pt.10/ AVC) jointly developed by ITU-T and the Moving Picture Experts Group (MPEG) is now being deployed in products from companies including Apple, Sony, BT, France Telecom, Intel, Motorola, Nokia, Polycom, Samsung, Tandberg and Toshiba.
"Apple is firmly behind H.264 because it delivers superb quality digital video and is based on open standards that no single company controls," said Philip Schiller, Apple’s Senior Vice President of Worldwide Product Marketing in a company press release.
Apple’s website describes H.264: "This ultra-efficient, fully scalable video technology produces higher quality video at lower data rates for everything from 3G to HD."
Reports from the recent National Association of Broadcasters (NAB) show in Las Vegas say that there were dozens of announcements and demonstrations of H.264.
H.264/AVC is the first truly scalable video codec, delivering excellent quality across the entire bandwidth spectrum - from high definition television to videoconferencing and 3G mobile multimedia. The dramatically increased compression performance of H.264 will enable existing applications like videoconferencing, streaming video over the Internet, and digital television on satellite and cable to offer better quality video at lower cost. It will also allow new video applications such as High-Definition TV on DVD, video on mobile phones, and videoconferencing over low bandwidth connections that were previously impractical because of economics or technology.