latakoo’s groundbreaking Generative Video Codec® (GVC) has been awarded the prestigious 2025 Technology Innovation Award from the National Association of Broadcasters and top honors at the 2025 XTechLive Competition by the U.S. Army.
Watch VideoSee what matters first
Built on latakoo’s mission-critical cloud-based video workflow platform, Generative Video Codec® (GVC) enables real-time prioritization and sharpening of live video feeds—so users immediately see the most important parts of a scene, even under severely constrained bandwidth conditions.
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The future of video
With Generative Video Codec®, you can see what matters first.
Imagine a wanted criminal steals a car and speeds through the city. Surveillance and news helicopter cameras capture it. But in the grainy video, the license plate is unreadable.
Now, picture this: latakoo’s Generative Video Codec® (GVC) sharpens that plate instantly. No waiting. No re-processing. Just immediate clarity on the most critical detail. That detail is delivered to you first – before any other video that was captured. Reporters immediately inform the public about the danger; police now know who they’re dealing with.
GVC automatically enhances the most relevant parts of a live feed. Users can pinpoint specific areas—like a suspect’s face, structural damage after an explosion, or a player’s foot at the goal line—and GVC delivers it in razor-sharp quality while optimizing bandwidth.
Read latakoo Co-Founder Jade Kurian’s description of how seeing what matters changes everything.
Clearer video will save lives. GVC will help law enforcement solve crimes, the military confirm targets and even medical professionals virtually operate with perfect clarity. From sports to medicine to meteorology, the use cases are endless. That’s why the National Association of Broadcasters awarded latakoo the 2025 Technical Innovation Award in Las Vegas on April 7, 2025.
“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.
“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 Generative Video Codec®.”
LEARN MORE ABOUT GVCGenerative wins big
April 2025
The National Association of Broadcasters awarded latakoo’s Generative Video Codec® technology with the 2025 Technology Innovation Award.
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.”
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Generative wins big again
May 2025
The U.S. Army awarded GVC top honors at the 2025 xTechLive Competition, recognizing its potential to transform how mission-critical video is delivered and understood in the most demanding environments.
Presented during Special Operations Forces (SOF) Week in Tampa, Florida, the competition, seeks to identify world-class commercial technologies that can strengthen U.S. defense capabilities.
“This technology was made for environments where clarity and speed are non-negotiable—combat zones, disaster response, intelligence gathering,” said Jade Kurian, President and Co-Founder of latakoo. “To be recognized by the U.S. Army at SOF Week is a powerful endorsement of what we’ve built and what comes next.”
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