Nvidia Launches New Chip Technology for Filmmakers

Nvidia Corp, the San Clara-based computer game company rolls out next generation chips exclusively for movie makers and other graphics professionals to boost its business. The announcement was made public on Monday.

The newest generation of chip technology is dubbed as Turning. Turning is embedded with a technology called ray tracing that helps chips to simulate light rays that bounce around in a visual scene. The task consumes a good amount of computing power while the designers have to wait for the churning process to complete.

According to the company, the new chips will allow designers to make real-time changes to fasten up their creative process. Nvidia’s middle ranged chips are suitable and design for professionals who make films and other digital content and who have struggled to perform well in the recent time.

Nvidia’s share price has risen more than fifty percent last year, and the data center chip doubled its sales to $1.9 billion in its last fiscal year. The company’s data center chips are powered by AI tasks training computer for identifying images.

“Where Nvidia gets the biggest bump right now (from a new chip generation) is in the workstation market, which makes it all that more competitive,” said Patrick Moorhead, an analyst with Moor Insights.