AMSTERDAM, The Netherlands, Sept. 6, 2012 (GLOBE NEWSWIRE) -- IBC -- Rovi Corporation (Nasdaq:ROVI), driving digital entertainment innovation, today announced a new MainConcept ® codec SDK for the soon-to-be ratified High Efficiency Video Codec (HEVC). Expected to provide 100% more compression efficiency than its predecessor H.264/AVC, H.265/HEVC will help decrease file size and reduce bandwidth required for streaming or downloading video to tablets, smart phones, set-top boxes (STBs) and consumer electronics devices. HEVC will also be a key component in the move in the television market from HD to 4K resolution in the years ahead. Rovi's new codec SDK will enable developers serving the broadcast, professional content creation, mobile and consumer industries to quickly integrate the HEVC standard, and dramatically increase the ease with which high quality video content is delivered through existing cable pipeline, internet and wireless channels. The ability to save approximately 50% of the bandwidth without sacrificing quality provides a powerful incentive for both service providers and consumers to adopt the new standard. The use of mobile and personal devices for the enjoyment of digital entertainment is on the rise. According to industry analyst firm, Informa, mobile phone users will, in 2016, on average consume 6.5 times as much video as in 2011. The firm estimates that global mobile data traffic will grow from 3.89 trillion megabytes in 2011 to 39.75 trillion megabytes in 2016, amounting to a tenfold increase. In addition, in the home, entertainment content services are now expected to be able to deliver content on multiple devices, allow consumers to seamlessly transition from one device to another, and launch multiple services at once. Separately, as the market moves towards 4K resolution, the current codec standard will be insufficient for the streaming and downloading of content for these higher quality devices. These current and future use cases confirm the requirement for more efficient video codec technology to meet the needs for increased file size and content consumption.