Rising Broadcast Adoption

The summer of 2024 presented an exceptional opportunity for global HDR content distribution with the Paris Games and the UEFA European Football Championship. In the United States, the adoption of HDR has been further strengthened by the continued expansion of NEXTGEN TV’s delivery of HDR content 24 hours a day, seven days a week. As a result, HDR is now rapidly becoming a priority for broadcasting and distribution service providers worldwide.

“HDR content is becoming more widely available on traditional broadcast and streaming platforms,” Allie stated. “This is especially true in America, with the launch of Broadcast-enabled Streaming TV (BEST) channels over ATSC 3.0 and the popularity of AVOD/FAST channels. They are expanding HDR’s reach, ensuring a growing base of HDR-ready content for consumers.”

For Advanced HDR by Technicolor, these trends have translated into new broadcasting partners, including PBS, Capitol Broadcasting, and Gray Media. These additions have increased the range of channels capable of delivering live sports and entertainment in HDR.

OEM and Peripheral Engagement

Interest from TV and device manufacturers is on the rise as well.

“During CES 2025, we announced the launch of RCA’s NEXTGEN TV models integrated with Advanced HDR by Technicolor and an expanded lineup of Hisense TV models featuring our solution,” said Allie. 

Hardware and accessory devices are also actively exploring HDR technologies, adding more critical pieces to the ecosystem.   

“Encoding manufacturers, such as Ateme, have made strides in further embracing Advanced HDR by Technicolor to enhance their offerings for HDR workflows. Also at CES this year, we announced Tolka and Geniatech’s integration of Advanced HDR by Technicolor in their set-top box devices,” said Allie. “Beyond this, system-on-chip manufacturers have included the solution in their hardware, creating a well-rounded environment for HDR to thrive and be much more accessible to consumers.”    

Looking ahead, the Advanced HDR by Technicolor team is optimistic about accelerating adoption across the industry — including streaming.  

“The demand for HDR is expected to continue growing in 2025, especially as more live and on-demand content in HDR is created.  Our recent partnership with Plex, a major provider of content distribution services, further demonstrates the significance of HDR across all platforms, whether broadcast or streaming. Additionally, live sports events will continue to be an opportunity for broadcasters and streaming service providers to engage with HDR workflows,” Allie concluded. 

Ends 

To read the full Q&A with Valérie Allie, click here.

Q: How has demand for HDR evolved over the past year, and what can we expect in 2025?

Valerie Allie: The demand for High Dynamic Range (HDR) continues to accelerate as more consumers experience its benefits. HDR is a “seeing is believing” technology—once viewers see the improved contrast, brightness, and color range, they want it in all their video experiences. This growing demand is driving adoption across both production and distribution.

In 2024, we saw HDR used extensively in major international sports events, with the Olympic Games standing out as a prime example of impressive HDR distribution. In the U.S., the rollout of NEXTGEN TV has expanded HDR content availability 24/7, covering more regions coast to coast. As a result, broadcasters and content creators are increasingly prioritizing HDR production.

On the production side, more HDR content is being created than ever before. The industry is adapting its workflows to simultaneously deliver high-quality HDR and SDR content in HD and UHD formats across broadcast and streaming platforms. Innovations in SDR/HDR conversion technology are making this transition smoother, improving both quality and efficiency.

From a distribution perspective, HDR content is becoming more widely available through both traditional broadcast and streaming platforms. The launch of Broadcast-enabled Streaming TV (BEST) channels over ATSC 3.0 and the rise of Free Advertising Supported Streaming TV (FAST) channels are expanding HDR’s reach, ensuring a growing base of HDR-ready content for consumers.

Q: How has the adoption of Advanced HDR by Technicolor evolved over 2024?

Valerie Allie: The momentum behind Advanced HDR by Technicolor has been tremendous in 2024, driven by its technical advantages and its alignment with NEXTGEN TV. As HDR adoption grows, broadcasters, TV manufacturers, and streaming services are increasingly turning to Advanced HDR by Technicolor as a preferred solution.

We’ve seen significant adoption across the entertainment technology ecosystem. This broad-based adoption underscores the technology’s growing influence across the industry.

Q: What progress has been made in broadcaster adoption?

Valerie Allie: 2024 saw a significant increase in the number of broadcasters adopting Advanced HDR by Technicolor. With the expansion of NEXTGEN TV stations, more networks are delivering HDR content 24/7, offering viewers an enhanced experience.

Notable new adopters include PBS, Capitol Broadcasting, and Gray Media, in addition to existing partners like Sinclair. BEST channels, leveraging ATSC 3.0, have also contributed to the availability of HDR content, bringing more sports and entertainment channels into the fold.

Q: What progress has been made in TV manufacturing?

Valerie Allie: CES 2025 was a key milestone for HDR adoption in TV manufacturing. We confirmed the continued expansion of Hisense TVs featuring Advanced HDR by Technicolor and announced the launch of RCA’s NEXTGEN TV models with Advanced HDR integration.

Additionally, the demand for NEXTGEN TV accessories—such as external tuners and set-top boxes—continues to grow, further increasing the number of households that can access HDR content. As more manufacturers embrace the standard, HDR viewership will continue to rise.

Q: What about other parts of the entertainment technology ecosystem? Are other partners embracing Advanced HDR by Technicolor?

Valerie Allie: Absolutely. To support the industry’s shift toward HDR, we’ve seen increased adoption of Advanced HDR by Technicolor across the entire ecosystem:

• Encoding manufacturers are optimizing their solutions for seamless HDR workflows.
  
  
• SoC (System-on-Chip) makers are embedding Advanced HDR into their hardware to ensure smooth HDR performance.
• Consumer device manufacturers are integrating the technology into set-top boxes such as Tolka and Geniatech, TVs, and other display devices.

All of this activity ensures that HDR content can be produced, distributed, and viewed at the highest quality possible.

Q: What can we expect in 2025?

Valerie Allie: The demand for HDR content will continue to grow, driving further adoption across the industry. As more HDR content becomes available, consumers will come to expect it as the new standard, further fueling industry interest and investment.

At CES 2025, we announced a partnership with Plex, a major player in content distribution. This highlights the increasing demand for premium HDR content across all platforms, from broadcast to streaming.

With ongoing advancements in HDR production, distribution, and display technologies, 2025 will be a landmark year for the HDR ecosystem. 

Q: What is your call to action? How can industry professionals connect with you?

Valerie Allie: We are always available to engage with industry professionals—whether at major trade shows like NAB, standards meetings, or through one-on-one discussions.

For those interested in learning more about Advanced HDR by Technicolor, the best way to reach us is through our website, where we provide updates on industry developments, case studies, and opportunities for collaboration.

We look forward to working with partners across the industry to drive the next wave of HDR innovation. 

To view the full interview with InterDigital’s Valerie Allie, visit https://bit.ly/4bPyWgl