"Consumers expect content to be in its best format on every device that has a quality display. The addition of a new encoder for HEVC builds upon Rovi's longstanding tradition of providing leading-edge codec technology to our customers through the MainConcept product line," said Matt Milne, EVP of product, sales and marketing for Rovi. "The new MainConcept SDK is an extension of Rovi's continued development for solutions, such as Rovi Entertainment Store, DivX Plus Streaming, Rovi Content Production tools and others, that promote high quality entertainment consumption."An industry leader in encoding technology, Rovi's MainConcept SDKs have enabled the entertainment ecosystem of content producers, network operators, cable providers and broadcasters to optimize the quality of video and audio files for many of the most popular applications in the market today. Rovi recently announced that Microsoft has licensed use of its MainConcept H.264 video codec and SDK for its Azure Cloud Services. Rovi's MainConcept SDKs provide developers with a powerful suite of encoding, decoding, formatting, and streaming technologies for video and audio content with exceptionally high quality at low bit rates. The MainConcept SDK provides a common API across multiple formats that enable developers to quickly add multiple MainConcept codecs and streaming technologies into their existing digital media products and workflows. Offering high-quality encoding with support for the latest processors, operating systems, and major international codec standards, the MainConcept SDK is a one-stop shop for developers that want to save time and money and be fast to market. For a complete overview of Rovi's MainConcept software development kits for adding audio and video encoding, decoding, transcoding, and streaming to a range of applications visit: http://www.mainconcept.com/ . Rovi will have a production ready version of its HEVC codec following official ratification of the standard, in early 2013. The product will include a new encoder, decoder, and transport multiplexer for various platforms including Windows, Mac OS, Linux, iOS and Android. Rovi will be demonstrating the new HEVC SDK encoder in its booth (Hall 5, Stand 5.A31) at IBC 2012.