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HD Cloud Unveils HD Accelerate; New Video Processing Technology Encodes Two-Hour Movie in Unlimited Formats in Ten Minutes

Ideal for Video-on-Demand Services and Large Film Library Encoding


NEW YORK — HD Cloud, a video technology service provider, today unveiled HD Accelerateâ„¢, a service that can transcode a two-hour movie file in multiple separate video formats in less than ten minutes. The service will be rolled out to large-scale video-on-demand providers and film studio libraries in the coming months. HD Accelerate uses a unique parallel encoding technique developed by HD Cloud that enables an unlimited number of output formats.

Separately, the company also announced that HD Accelerate has performed 4,500 video encodes at 100 megabits per second (mb/s) each in a 20-minute period using 900 processors, which is believed to be an industry record. HD Cloud handles large video files and high bit-rate content (up to 1080p and 100 mb/s), offering customers a premium-quality video encoding experience with a superior return on investment.

Since its launch, HD Cloud has increased its technology profile to address feature-film distributors’ needs for in-the-cloud transcoding on on-demand feeds. The company’s model of offering lower-cost, high-definition video encoding for large-scale media firms is gaining acceptance with known brands, including the likes of, New York magazine and (through a partnership with Magnify), among others.

“The value of cloud-based video transcoding lies in seamless integration with a wide range of video formats and systems, and HD Accelerate provides a solid base from which we can flawlessly deliver the most intensive video sessions,� said Tatum Lade, the chief technology officer of HD Cloud. “The architecture we have built using HD Accelerate is infinitely extensible, and our largest customers are now seeing the benefits of this approach.�

HD Accelerate is a series of proprietary video scaling algorithms that HD Cloud has engineered for enhanced video transcoding throughput, particularly for on-demand video services. The company has typically performed 900 simultaneous encodes, and its recent enhancements to HD Accelerate enable far greater scalability and capacity for its cloud computing-based service. HD Cloud currently performs terabytes of transcoding sessions for customers, applying metadata to completed files and automatically distributing files to destinations ranging from syndication web sites, content delivery networks (CDNs), local archives, content management systems (CMSs), and local drives.

Lade was formerly the vice president of technology for online video site iFilm, which was acquired by MTV Networks. Together with HD Cloud CEO Nicholas Butterworth, he developed the concept for HD Cloud while building out one of the industry’s largest web video portals – Sling Media’s

site, which is owned by Echostar Corporation.

The HD Accelerate technology was created for large-scale video libraries and rightsholders that need high-capacity session control. The concept was married with another HD Cloud innovation, a security strategy in which proxy files are wiped from the server cloud once files are encoded, adding another layer of protection for customers.

“We are seeing a growing trend toward secure high-volume video content services, and HD Cloud is creating a strong case for the use of cloud services,� said Gerry Kaufhold, principal analyst with In-Stat. “Video archives, production and post-production facilities, and real-time television services are all looking at the benefits of IP video that is encoded and transcoded in the cloud and the offer of greater scalability will complement the economies of scale that this sort of service provides.�

HD Cloud, which uses Amazon’s Elastic Cloud Computing (EC2) service, supports a wide range of video formats – from H.264 to Real Video and Windows Media – and supports up to 1080i/p resolution and 100 megabits per second (mb/s) throughput. The company employs an innovative security strategy in which proxy files are wiped from the server cloud once files are encoded, adding another layer of protection for customers. HD Cloud offers various video input formats, including H.261, H.263, H.264, MPEG-1, MPEG-2, MJPEG, On2 VP6, Real Video, Windows Media (AVI/WMV), and 3GPP. Output formats include H.261, H.263, H.264, MPEG-2, and 3GPP.

HD Cloud also provides a RESTful API for integration with other systems, including VMS providers, file transfer accelerators, CDNs, security vendors, and legacy transcoding systems.


HD Cloud, developed by Diversion Media, is a video technology service provider that enables automated video encoding and transcoding for publishers. The company provides next-generation web video services based on proprietary technology to customers. Based in New York City, the company is privately held. For more information, please visit the company web site at


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EDITOR’S NOTE: If you would like a color photograph of Tatum Lade, chief technology officer of HD Cloud; Nicholas Butterworth, CEO of HD Cloud, or screenshots of the HD Accelerate technology or the HD Cloud service, please contact Chris Pfaff on 201-218-0262 or