New tech called Generative Video Codec to revolutionize investigations, military ops, telemedicine, science and more.
LAS VEGAS, April 7, 2025 – In a crowded convention center filled with the broadcast industry’s brightest minds, latakoo stepped into the spotlight today as winner of the National Association of Broadcasters’ prestigious 2025 Technology Innovation Award for its groundbreaking Generative Video Codec (GVC) technology.
The award was presented to latakoo Monday during a ceremony in the Futures Park area of the Las Vegas Convention Center. The award represents one of the broadcast industry’s highest technical honors, recognizing technologies that promise to transform media creation and delivery.
“This is not only a wonderful technology, but latakoo is the poster child for Futures Park,” said Lynn Claudy, SVP Technology of the National Association of Broadcasters. “We were very impressed with the technology and the possibilities that it implied for things in a news environment, or really any environment, where you have a constrained bandwidth channel.”
The technology automatically sharpens critical areas within live video feeds, providing razor-sharp details immediately. Users can pinpoint specific parts of video—like a suspect’s face, an explosion site, or even a crucial sports moment—and GVC instantly optimizes clarity without increasing bandwidth demands. From frantic newsrooms to first responders and military commanders, latakoo keeps everyone one step ahead.
“It’s so exciting to win this award, especially here at NAB where the biggest technology companies come to show off their wares,” co-founder and president Jade Kurian said. “Having been in R&D for a decade for the generative video codec, to finally have it in the demo stage and to be recognized by NAB is huge.”“It’s about the team,” added co-founder and CEO Paul Adrian. “Scientist Richard Metzler. It’s about the University of San Antonio that we have licensed this technology from. It’s about Kevin Wang, our engineer who has taken Richard’s science and turned it into a real, viable product. And it’s about the vision that we have shared at latakoo, the commitment to this technology, and to all of our customers who are going to see great benefits from Generactive Video Codec.”
latakoo offers the fastest end-to-end video workflow and the most flexible cloud-based media asset manager available today. See it for yourself by booking a demo at https://tinyurl.com/DemoKOO.
Media – For interviews and video, contact Deborah.Sherman@latakoo.com | 303.887.7249
About latakoo
latakoo is a mission-critical cloud-based video workflow used collaboratively by the world’s largest broadcasters. The platform is the fastest, easiest and most secure way to transfer high-quality video files from anywhere to anywhere, regardless of file size or connectivity. Based in Austin, Texas, the company was founded in 2010 by award-winning journalists, Paul Adrian and Jade Kurian. latakoo enables professional broadcasters and production companies to automate delivery of video content to different asset managers and digital platforms and ingest or playout servers seamlessly. latakoo’s clients are some of the world’s largest media organizations.
