High resolution H.264 video contents are present over Internet and local storage devices in huge number thus pushing the need of supporting high definition H.264 video decoding in current generation hand held devices. Texas Instrument's (TI) OMAP3430 (Open Multimedia Applications Platform) is a multimedia processor which is highly used in portable devices. This paper describes the efficient implementation of H.264 Main Profile video decoder on Image and Video Accelerator (IVA) subsystem of OMAP3430 platform. Major focus of current work is on algorithmic, architectural and memory level optimizations. Proposed optimization steps help in achieving real time playback of high resolution H.264 Main Profile contents on hand held devices with high performance and low power consumption.

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