Display processing technology provider Pixelworks has launched what it claims is the world's first mobile video display processor enabling no less than cinematic picture quality on smartphones and tablets.
The company is acting on the belief that video is becoming the online killer app with increasing numbers accessing such video on mobile devices. However it cautions that a large number of current mobile devices lack the video display processing pipelines that remove video artifacts in today's high-resolution large-screen applications.
Pixelworks says that it is the first to solve this problem with its Iris family of mobile video display processors, and promises to create a new class of mobile device, differentiated on the basis of video quality and user experience on mobile screens.
The new Iris processor is attributed with offering several important system advancements that improve the mobile viewing experience overall such as optimising all aspects of the display that affect video quality, including scaling, motion blur, judder removal, colour management and image enhancement. Working at the system level to offload both the CPU and GPU, improving battery life and freeing up valuable system resources addition, it also incorporates contrast management and LED backlight control for optimal viewing in any ambient lighting condition.
"To date, mobile devices have yet to fully address the issue of video quality," said Bruce Walicek, Pixelworks president and CEO. "But mobile screens are far too pervasive and popular to ignore the problem any longer. We're very proud of the work we've done to bring Iris to fruition, and we think that with the addition of this technology to mobile devices, consumers will receive the same kind of cinematic viewing experience they're used to seeing on the highest quality televisions."
- Joseph O'Halloran