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To enable video applications in wireless mobile phones, Texas Instruments (TI) introduces a new open multimedia application platform. This platform will deliver the advanced processing required to make video functions a reality, without compromising the power efficiency essential to wireless communications devices. The paper describes the open multimedia application platform architecture, emphasizing its strength for video applications. The DSP core used in this platform is then detailed, with a special focus on new instructions provided by this new processor, which are especially suited to improve video processing algorithm execution.