Chips&Media Collaborates with Samsung, Google, and Qualcomm to Develop APV Video Codec Ecosystem

Leading the Next-Generation Ultra-High-Quality Video Ecosystem

Seoul, South Korea – Jan 24, 2025 --  Chips&Media, a global provider of video codec IP, announced on January 15^th its collaboration with Samsung Electronics, Google, and Qualcomm to develop and expand the Advanced Professional Video (APV) video codec ecosystem.

APV is a next-generation video codec standardized by the IETF, a key technology designed to support cinematic video recording and post-production.

It uses 20% less storage than traditional video formats while delivering ultra-high video quality with no latency loss, catering to the demands of prosumers who require professional-grade video recording and editing solutions. 

Chips&Media has embarked on developing the encoder and decoder hardware (HW) IP, the core of the APV codec, and is planning to complete its development and achieve a world-first launch by 2025. With its initial stage of installation in AI PCs, Chips&Media expects significant growth in short-term sales as the APV codec expands into the edge device market, including sectors requiring ultra-high-quality video codecs. Over the medium to long term, Chips&Media is well-positioned to strengthen its role as a trusted partner for global leaders in imaging technology.

Sang-Hyun Kim, CEO of Chips&Media, stated, "APV HW IP opens up the opportunities to integrate our technology across all Android-based devices, including smartphones for video recording, PCs and tablets for editing, and TVs and VR devices for playback. This is a pivotal development, as it not only boosts short-term sales followed by the IP licensing for AI PCs but also secures mid-to-long-term partnerships with global leaders.”

The APV codec ecosystem and its major developers were unveiled at Samsung Electronics' SDC (Samsung Developer Conference) in 2023 and 2024, held in San Jose, Silicon Valley.