Multimedia workloads have always held an important role in embedded ap
plications, but now they are becoming increasingly common in general-p
urpose computing as well. Over the past three years, the major vendors
of general-purpose processors (GPPs) have announced extensions to the
ir instruction set architectures that supposedly enhance the performan
ce of multimedia workloads. Merging new multimedia instructions with e
xisting GPPs poses several challenges. Also, some doubt remains as to
whether multimedia extensions are a real development or just a competi
tion-induced fad in the GPP industry. If it is indeed a development, h
ow must current processor microarchitectures change in reaction? Multi
media extensions are here to stay, but compiler designers, language de
signers, and microarchitects face large, difficult problems. The ultim
ate solution will depend on collaboration between universities and ind
ustry-a successful combination familiar to most processor designers.