Compared　with　MPEG-4　and　other　previous　standards,　H.264　standard　has　achieved　great　breakthrough　in　coding　performance.　In　this　paper,　the　optimization　and　implementation　of　H.264　baseline　profile　encoder　on　the　TMS320DM642　has　been　presented.　Based　on　the　architectural　features　of　TMS320DM642　and　the　computational　complexity　analysis　of　H.264　encoder,　the　H.264　encoder　has　been　optimized　from　three　aspects:　algorithms,　data　transfer　and　memory/Cache　use.　The　experimental　results　demonstrate　that,　for　the　video　sequences　with　CIF　format,　the　optimized　H.264　encoder　can　achieve　the　encoding　speed　of　more　than　24　frames　per　second,　which　can　meet　the　real-time　requirements　of　the　applications.