Digital video sequences in uncompressed form require huge storage and high transmission bandwidth for multimedia communication. The increasing number of Video over Wireless (VoW) services is creating greater thrust for higher coding efficiency for digital video signals. Efficient coding and transmission control techniques are required to meet the needs of Quality of Service (QoS). H.264/MPEG4-advanced video coding (AVC) video enCOder/DECoder (CODEC) is the latest coding and compression standard from the International Telecommunications Union-Telecommunication (ITU-T). This standard is currently dominating the field by offering a flexible architecture and compression gain for video coding. Due to its high compression efficiency with low compression delay, it is used in many real time VoW transmission applications. Modern wireless networks provide many different means to adapt QoS like low end-to-end delay, efficient bandwidth-utilization and lower bit-rate. This paper presents a design of integrated CODEC scheme with relatively lower bit-rate and improved edge peak signal-to-noise ratio (EPSNR). Several important factors of video sequence are analyzed for achieving lower bit-rate. A new scheme is proposed at Application (APP) layer for video compression, called as Enhanced Intra Prediction (EnIP). This algorithm uses picture structure without B-pictures for real time VoW application. The proposed algorithm is implemented on TMS320DM6437; a multimedia processor, using Digital Video Development Platform (DVDP). The superior performance of the proposed EnIP algorithm is validated by experimental results. It shows that the implementation of EnIP using digital multimedia processor lowers the bit-rate and improves EPSNR significantly. © 2014 Springer Science+Business Media New York.