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FREMONT, CA: Amazon, Google, Microsoft, Cisco, Intel, Netflix, and Mozilla recently made a joint announcement on the formation of a new open source alliance termed as the ‘Alliance for Open Media’ with the aim of creating the next generation of royalty free video formats, codecs and other related technologies. Alliance would bring together existing work of its members together. For example, Mozilla has Daala, Cisco has Thor while Google is currently working on VP9 and 10.