Rate control algorithms are adapted to cover multiple encoding standards. A rate controller includes an input adaptation interface, a core rate controller, and an output adaptation interface. The input adaptation interface converts rate control input parameters of a target encoding standard to corresponding native control input parameters of the rate controller. The core rate controller is coupled to the output of the input adaptation interface generating output parameters conforming to its native encoding standard. The output adaptation interface is coupled to the output of the core rate controller converting the generated output parameters to equivalent rate control output parameters conforming to the target encoding standard.