An algorithm that reduces the computational complexity of discrete cosine transform (DCT) based multimedia coder is proposed. The proposed coder merges the DCT and quantization process into a single procedure known as NQDCT, such that the resulting algorithm has the same complexity as that of the DCT algorithm. Furthermore, appropriate scaling is applied that allows integer arithmetic to be used to compute NQDCT. We also discussed the implementation of NQDCT on multimedia processor. In particular, we demonstrated the implementation of NQDCT on Intel IV processor using SSE multimedia instruction set. MPEG-4 video coding simulation results have shown that a large reduction in computation complexity is achieved by the proposed algorithm, while the encoded video achieves very little degradation which cannot be detected by human observers.