The video codec is an important key technology for Internet Protocol TV (IPTV). By using the H.264 algorithm as a model, this article summarizes a series of optimization rules, which can be adopted to optimize the software video encoder for executing on Intel CE3100 processor platform. These optimization rules are suitable either for general CPU platforms or for specific processor architectures. Having considered the trade-off among performance, image quality and bandwidth requirements, the optimized result shows that with little degrading in video quality, we gain a great improvement in the software codec performance. All the optimization rules summarized in this article are also applicable to other similar video codec.