إم بي إي جي
The ISO/IEC Moving Picture Experts Group (MPEG) started a similar project in 2007, tentatively named "High-performance Video Coding". An agreement of getting a bit rate reduction of 50% had been decided as the goal of the project by July 2007. Early evaluations were performed with modifications of the KTA reference software encoder developed by VCEG. By July 2009, experimental results showed average bit reduction of around 20% compared with AVC High Profile; these results prompted MPEG to initiate its standardization effort in collaboration with VCEG.