The goal of this group is create a video format that is optimized for the web. Current video formats were created before there was wide-spread video using web browsers on a host of different devices.
The Alliance has listed several goals for the new format:
Open Source Current video codecs are proprietary, making it impossible to tweak them for a given application.
Optimized for the Web One of the most important features of the web is that there is no guarantee that all of the bits of a given transmission will arrive at the same time. This is the cause of many of the glitches one gets when trying to watch live video on the web. A web-optimized video codec will be allowed to plow forward with less than complete data. In most cases a small amount of missing bits won’t be noticeable to the eye, unlike the fits and starts that often come today when the video playback is delayed waiting for packets.
Scalable to any Device and any Bandwidth One of the problems with existing codecs is that they are not flexible. For example, consider a time when you wanted to watch something in HD but didn’t have enough bandwidth. The only option today is to fall back the whole way to an SD transmission, at a far lower quality. But in between these two standards is a wide range of possible options where a smart codec could analyze the bandwidth available and could then maximize the transmission by choosing different options among the many variables within a codec. This means you could produce ‘almost HD’ rather than defaulting to something of much poorer in quality.
Optimized for Computational Footprint and Hardware. This means that the manufacturers of devices would be able to maximize the codec specifically for their devices. All smartphones or all tablets or all of any device are not the same and manufacturers would be able to choose a video format that maximizes the video display for each of their devices.
Capable of Consistent, High-quality, Real-time Video Real-time video is a far greater challenge than streaming video. Video content is not uniform in quality and characteristics and there is thus a major difference in the quality between watching two different video streams on the same device. A flexible video codec could standardize quality much in the same way that a sound system can level out differences in listener volume between different audio streams.
Flexible for Both Commercial and Non-commercial Content A significant percentage of videos watched today are user-generated and not from commercial sources. It’s just as important to maximize the quality of Vine videos as it is for showing commercial shows from Netflix.
There is no guarantee that this group can achieve all of these goals immediately, because that’s a pretty tall task. But the power of these various firms combined certainly is promising. The potential for a new video codec that meets all of these goals is enormous. It would improve the quality of web videos on all devices. I know that personally, quality matters and this is why I tend to watch videos from sources like Netflix and Amazon Prime. By definition streamed video can be of much higher and more consistent quality than real-time video. But I’ve noticed that my daughter has a far lower standard of quality than I do and watches videos from a wide variety of sources. Improving web video, regardless of the source, will be a major breakthrough and will make watching video on the web enjoyable to a far larger percentage of users.