Nowadays, the design flow of complex signal processing embedded systems starts with a specification of the application by means of a large and sequential program (usually in C/C++). As we are entering in the multicore era, sequential programs are no longer the most appropriate way to specify algorithms targeted to run on several processing units. The new ISO/MPEG Reconfigurable Video Coding (RVC) standard is proposing a new paradigm for specifying and designing complex signal processing systems. The RVC standard enables specifying new codecs by assembling blocks, or so called Functional Units (FUs) from a standard Video Tool Library (VTL). Flexibility, reusability, and modularity are the key features of RVC. This new way of specifying algorithms clearly simplifies the task of designing future video coding applications by allowing software and hardware reuse across multiple video coding standards. Specifications are provided in the form of an actor and dataflow-based language called CAL. Although the RVC standard does not imply any specific implementation design flow, it is an appropriate starting point for targeting multiple processing units platforms. This paper describes a new model-driven design flow which considers both algorithm and architecture to map RVC codec specifications onto heterogeneous and multi-core systems.