“Amid all its video offerings this week, Apple’s booth at the National Association of Broadcasters show in Las Vegas hosted a demonstration of a new HD video codec, aka. h.264 or MPEG-4 Part 10,” PCPro.com reports. “…unlike other codecs, h.264 is scalable, allowing content creators to write their content for everything from 3G phones to HD and everything in between.”

“Frank Casanova, Apple’s director of QuickTime product marketing, told the website: ‘This is a very flexible and very high-quality codec. It’s based on a whole new engineering base – it’s not today’s MPEG-4 tweaked,’ before adding, ‘We are working on it, as are many other companies – here there are dozens of announcements and demonstrations of h.264. Everywhere except in the Microsoft booth,’” PCPro.com reports.

Full article here.