Video Conversion Expert Movavi* Optimizes Performance on Intel® Architecture with Intel® Media SDK

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Movavi Business Overview

Movavi is an industry leader in multimedia conversion technologies. The company develops and markets powerful multimedia conversion software to simplify and accelerate converting media files from one format to another. Their products enable users to manage video content compatibility across many different devices, such as media players, PCs, smartphones, and online broadcast services. The company's products and services are for consumers and businesses alike.

Movavi also provides online conversion services and video server solutions to businesses that need high-performance conversion and video storage without the high cost of maintaining a complex and expensive infrastructure.

Used by millions of customers around the world, Movavi offers about 20 digital media softwareproducts and plugins for Windows* and Mac* OS. Its most popular products, Movavi Video Converter and Movavi Video Suite, are offered in ten languages. Nearly since its inception, Movavi has continually supported Intel® technologies and its products, including Intel® HD Graphics, Intel® Hyper-Threading Technology, and Intel® Quick Sync Video.

Founded in 2004 and headquartered in Novosibirsk, Russia, the company launched its first product in January of 2005. Movavi sells both online and through retail channels in 95 countries worldwide.

The company's key markets are Eastern and Western Europe, Russia, the United States, Japan, and outh Korea.

You can find out more about Movavi* at


Video Conversion Experts

Video conversion from one codec to another is one of the most data-intensive processes run on PCs, workstations and servers. Thus, in today's markets, products delivering fast conversions have a significant advantage.

Movavi's expertise in delivering fast video conversion is well known. It achieves this competitive advantage by leveraging, where possible, built-in hardware-based technologies in the devices on which it runs, including the latest versions of Intel® processors – 3rd generation Intel® Core™ processors.


Movavi and Intel

Movavi has always sought to deliver the highest performance video conversion products. Intel began working with Movavi with the introduction of Intel® Media Software Development Kit (SDK) to help optimize Movavi video codec performance on Intel architecture, creating a performance advantage on Intel® processors.

When Intel introduced Intel® HD Graphics with hardware-based video decoding acceleration, Intel and Movavi engineers again worked together to optimize the company's software on Intel® processors with built-in Intel® HD Graphics. The result was Movavi delivered a significant boost in video conversion on desktops and laptops based on Intel® Core™ processors.

When Intel introduced 2nd generation Intel® Core™ processors with built-in visuals, including Intel® Quick Sync Video, Movavi and Intel again optimized the software for hardware-based video encoding acceleration using Intel's new hardware-based feature. Now Movavi's software products support a fully hardware-based video transcoding pipeline available with 2nd and 3rd generation Intel® Core™ i3, i5, and i7 processors.

By integrating the latest Intel technologies and optimizing their codecs to run on them, Movavi software achieves up to 400 percent performance gain for H.264 and MPEG-2 formats on 2nd generation Intel® Core™ processors, delivering to the user up to 3X faster conversions for iPod, iPad, iPhone, and other portable devices, fast DVD grabbing, and quick HD videos transcoding.


Movavi Optimizes with the Intel® Media SDK

Whenever Movavi needs to optimize for Intel graphics hardware, engineers use the latest version of the Intel® Media SDK. According to Alexander Lazarev, Intel® software engineer working with Movavi, “the Intel® Media SDK provides decoding /encoding efficiency enhancements for various media formats on wide-spread popular equipment, and it optimizes for Intel® architecture, including Intel® Quick Sync Video."

“Movavi has worked with the Intel Media SDK since version 1.0," says Sergey Pavlishin, CEO and co-founder of Movavi. “Our aim is to give users the best possible multimedia conversion experiences. To achieve this goal; we support cutting edge devices and hardware." As Intel continually advanced its processor microarchitectures and added Intel® HD Graphics, Movavi adopted the next-generation Intel Media SDK to be sure their software could take advantage of the latest enhancements in Intel® architecture.

Movavi says the Intel codecs are not quite the same as their other codecs, “but for some conversions, such as H.264, when we detect a 2nd generation Intel® Core™i3, i5, or i7 processor, they can complete conversions in as fast as one-third the time. We're very pleased with the results; the SDK and Intel® processors have certainly met our expectations."


Supporting Performance Delivery

The graphics and media processing engine in 3rd generation Intel® Core™ processors delivers a leap in multimedia processing performance. It uses parallel pipelines to boost image and 3D processing, plus integrates hardware-based video decoding and encoding for faster video conversions. According to Movavi, during the first iteration of development, understanding how the parallel and asynchronous operations in the processor work were a challenge. Intel software engineers helped them understand the architecture and optimizations.

One particular challenge they faced was integrating decoders from the Intel Media SDK into their existing decoding scheme. The Intel Media SDK renders multiple frames while other decoders render only one frame at a time. The Intel Media SDK interface requires issuing all stored frames, and only then the next frame's bit stream can be passed into it. Failure to meet this condition returns errors. This difference between Intel Media SDK and Movavi decoders complicated the implementation. Movavi engineers created an elaborate interaction scheme between Intel Media SDK libraries and their native libraries and added extra buffering in order to emulate the scheme Movavi adopted with other decoders.

"Once the Intel support team advised us on the issues we faced, and we adapted our code accordingly, integrating support for the Intel Media SDK into our products was easy," says Sergey Pavlishin. “We altered our product's code very little to add support for Sandy Bridge, considering the extensive changes in the microarchitecture. Generally, we didn't have to restructure our products to achieve hardware encoding/decoding acceleration, because the Intel Media SDK enables that automatically."

Intel also provided 2nd generation Intel ® Core™ processors for testing and benchmarking. Benchmarking results are shown below.

Source: Movavi* (


Movavi Turbo Plugin Delivers Performance

Movavi was able to easily integrate the new performance advancements on 2nd generation Intel® Core processors by simply expanding their product line with a new plug-in instead of completely redesigning it. Movavi's Turbo Plugin product for Movavi Video Converter integrates the Intel codecs and optimization for 2nd generation Intel® Core™ processors with Intel® Quick Sync Video. Turbo Plugin takes advantage of the full hardware-based transcoding pipeline in the Sandy Bridge microarchitecture.

Movavi* has a long history of using the Intel® Media SDK to optimize performance of their products on Intel® architecture. For their latest product, Turbo Plugin for Movavi Video Converter, the Intel® Media SDK helped Movavi take advantage of the video conversion enhancements built into 2nd and 3rd generation Intel® Core™ processors with Intel® Quick Sync Video. According to Sergey Pavlishin, “We will continue to work with Intel® and the Intel® Media SDK to improve performance on our products when run on Intel processors."

About the Author

Ken Strandberg is principal of Catlow Communications, a technical marketing communications firm ( Mr. Strandberg writes a wide range of technical marketing and non-marketing content, video and interactive scripts and educational programming for emerging technology companies, Fortune 100 enterprises, and multi-national corporations. He writes across a broad range of hardware and software industries. Mr. Strandberg can be reached at

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