Five years ago this week… The Alliance for Open Media was pushing SVT-AV1 as its answer to AV1’s compute problem, doubling down on in-house fixes rather than embracing existing compute salves. One of those proposed was LCEVC (Low Complexity Enhancement Video Coding), with industry voices arguing could fast-track AV1 adoption However, licensing LCEVC would have undermined the “royalty-free” narrative of AV1, so AOM stuck to its guns, with backing from Intel, Netflix, and others. Today, AV1 is more established, but still wrestling with complexity and power. Ateliere’s “self-optimizing” NAB smokescreen: Ahead of NAB 2026, Ateliere Creative Technologies is trying to steady investor nerves with a new partnership with HCLTech, the giant Indian IT infrastructure firm. The pitch is a rebranded…