With the IBC 2008 conference just around the corner, Microsoft Corp. (Nasdaq: MSFT) is making some more noise around Silverlight -- its cross-platform, cross-browser video plugin.

Just in time for IBC, Microsoft announced today that future versions of Silverlight will include support for H.264-based video in addition to the SMPTE VC-1 codec it currently uses. The company plans to provide a sneak peek of Silverlight with H.264 video and AAC audio at the show.

Support for H.264 could provide potential customers more incentive to consider Microsoft Silverlight for distribution of their content. H.264 enables content owners to encode in a single format that can be used across broadcast, broadband, and mobile networks. The encoding scheme also offers higher quality streams at lower bit rates than some competing technologies.

With this announcement, Microsoft also joins Adobe Systems Inc. (Nasdaq: ADBE) in support of the codec. Adobe began offering support for H.264/AAC last August, with the release of Adobe Flash Player 9.

Steve Sklepowich, Microsoft's group product manager for Silverlight Media, says support for H.264 doesn't mean the company is moving away from VC-1 entirely. "Our goal with the H.264 announcement is to say that Microsft offers content owners a choice with Silverlight."

While Microsoft is most closely associated with VC-1, the company has been working on the development of H.264 "forever," according to Sklepowich. That development recently resulted in the company winning a technical Emmy for its work in developing the standard.

In addition to H.264 support, Microsoft made public a number of high-profile wins for Silverlight. According to Microsoft, Silverlight is being used for video-on-demand (VOD) offerings from European broadcasters France Television, ITV, L'Equipe TV, NRK, RAI, RTL, SBS, Setanta, and TF1.

The company is also talking up its involvement in the online broadcasts of the 2008 Olympics games. In addition to Silverlight being used for NBC Universal 's online coverage of the Games, Microsoft claims it was used in seven of the top 10 European Internet markets, including Belgium, France, Germany, Ireland, Italy, the Netherlands, and Switzerland. In Asia-Pac, Microsoft says that China, Japan, Korea, and New Zealand all used its technologies for their online Olympics experience.

News / Analysis Friday, November 6. 2009 at 11:35 AM EST Post a comment Microsoft, NBC Sports Name Olympics Vendors

News / Analysis Wednesday, November 4. 2009 at 05:30 PM EST 1 comment Majority of Netflix Subs Use Streaming Service

News / Analysis Tuesday, November 3. 2009 at 03:15 PM EST 2 comments Best Buy Confirms Digital Content Plans

News / Analysis Tuesday, November 3. 2009 at 11:55 AM EST Post a comment Report: Apple Pitches Cable Killer to Content Companies

News / Analysis Thursday, October 29. 2009 at 05:45 PM EDT Post a comment Turner Sports Launches Streaming NBA App

News / Analysis Thursday, October 29. 2009 at 11:15 AM EDT Post a comment ScanScout Raises $8.5M, Eyes Asian Expansion

News / Analysis Wednesday, October 28. 2009 at 04:05 PM EDT Post a comment CBS Interactive Boss Moves to Advisory Role

News / Analysis Wednesday, October 28. 2009 at 02:45 PM EDT 2 comments Epix Set to Launch on Verizon FiOS

News / Analysis Tuesday, October 27. 2009 at 03:50 PM EDT Post a comment ZillionTV Adds Lions Gate Content

News / Analysis Tuesday, October 27. 2009 at 02:55 PM EDT Post a comment Roku Expands Product Lineup