Ittiam, TI Announce Codecs for DaVinci Technology

Expanding its portfolio of eXpressDSP(TM) digital media software for rapid product development, Texas Instruments Incorporated (TI) (NYSE:TXN) and Ittiam Systems announced the availability of several audio and video codecs which will be offered through TI’s Authorized Software Providers (ASPs). The new offerings include: H.264 Main Profile (MP) encode, WMV9 MP encode, MPEG-2 encode, MPEG-4 Advanced Simple Profile encode/decode, DivX decode and MP3 encode. These codecs will help developers to balance complexity and performance efficiency, while providing developers with the flexibility to optimize and enhance their video applications, including portable media players, set-top boxes, digital video recorders and high-end video security.

“TI is committed to providing digital video designers with the most extensive selection of best-of-class, comprehensive software available to the mass market,” said Brian Jeff, eXpressDSP software marketing manager, TI. “In response to overwhelming customer demand for new codecs offered through TI’s ASPs, we are now leveraging the expertise of our third parties to rapidly expand our current offering of production-ready software.”

Fully Tested and Supported
These codecs are eXpressDSP(TM) Digital Media (xDM) software compliant have been tested and validated within the codec engine for DaVinci(TM) technology so that developers can create a complete DSP code image inside the codec execution framework without having to write a single line of DSP code.

By validating third party software in this manner, TI is able to expand its digital media software portfolio, leveraging the expertise of leaders in the digital video industry, and enabling developers to purchase software through the standard business channels used to procure TI algorithms. Not only does this provide a broader scope of production-ready software, it simplifies support by allowing customers to work through one ASP and a single development environment to access intellectual property from TI and other software leaders, rather than having to hand tool and integrate the disparate software themselves.

“TI’s digital media software portfolio and ASP support network provides the mass market with access to optimized, fully-supported algorithms critical to video innovation,” said Rohit Bhuva, Vice President of Business Development at Ittiam. “Ittiam brings major company investment and several hundred person years of development in software for the DSP and system architectures inside DaVinci. Ittiam’s codecs are an important addition to TI’s offering, as it gives developers of video surveillance and consumer electronics the ability to quickly implement the codec to improve product quality and features.”

Evaluation and production quality codecs from Ittiam will be rolled out in 2Q07 and the MP3 codec is available now through TI’s ASPs. As is the case with other codecs and algorithms in TI’s digital media software portfolio, developers can evaluate the codec at no charge and receive four free hours of support from the ASP of their choice. Several pricing options are available, providing a range of associated one-time upfront and royalty fees.

About TI’s Authorized Software Providers
TI’s Authorized Software Providers (ASPs) are selected for their expertise in digital media product designs and proven customer service records. ASPs assist any TI customer worldwide in the complete software implementation and development of end-equipment such as portable media players, IP videophones, IP set-top boxes, and video surveillance systems.