In multimedia embedded systems, the performance of the interconnection system is key to meet the system requirements due to the hard timing constraints and large amount of data they handle. Since buses are a widely used communication infrastructure in SoCs, this paper describes a Hw/Sw multimedia platform that offers efficient, optimized and dynamically configurable communication mechanisms for bus based systems. Such optimization mechanisms are inspired in an open standard for multimedia systems, which has been adapted and ported to the special needs of embedded systems. At the end, we provide a transparent, homogeneous and decentralized way for efficient data transfers between hardware and software components on this platform, with a minimum overload.