A trade show in September will be the coming-out party for video technology called HEVC or H.265, a new arrival in a hotly contested market for the best approach to compression.

HEVC, short for High Efficiency Video Coding, is for encoding and decoding video streams so they can be stored or transmitted more economically than today's dominant H.264, aka AVC or Advanced Video Coding. Specifically, HEVC allies say it can deliver the same quality video as H.264 with half the network bandwidth.