As part of the ATSC 3.0 standard, Advanced HDR by Technicolor allows stations to deliver premium viewing experiences to HDR-capable devices, while maintaining high-quality broadcasts for standard dynamic range (SDR) TVs.

“Advanced HDR by Technicolor provides broadcasters with a powerful solution to enhance the viewing experience,” said Rob Folliard, Senior Vice President, Government Relations and Distribution, Gray Media, Inc. “It offers the flexibility to deliver exceptional HDR content while ensuring compatibility for viewers with SDR TVs. This capability reflects our commitment to delivering the highest-quality digital entertainment experiences.”

The adoption of Advanced HDR by Technicolor is responding to a growing demand among consumers who have invested in HDR-enabled televisions.

“Consumers have been purchasing HDR-enabled TVs for several years, and there is a growing expectation for content to be available in HDR,” said Tony Bozzini, Head of Business Development, Advanced HDR by Technicolor. “It is exciting to see broadcasters continue to adopt Advanced HDR by Technicolor to meet this demand and bring enhanced viewing experiences to audiences everywhere.”

This latest deployment is part of a nationwide effort to expand access to HDR content across all markets, highlighting the technology’s role in the industry’s evolution toward a more immersive and dynamic broadcast standard. Advanced HDR by Technicolor continues to solidify its position as the preferred solution for broadcasters looking to deliver the next generation of television experiences.

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About Advanced HDR by Technicolor

Advanced HDR by Technicolor is a suite of high-dynamic-range (HDR) technologies designed to deliver superior video quality across a variety of display devices and network environments. Developed as a collaboration with InterDigital, Philips and Technicolor, it includes formats like SL-HDR1, SL-HDR2, and SL-HDR3, which dynamically optimize HDR content to match the capabilities of the display device in real-time. This allows broadcasters and content providers to deliver a high-quality viewing experience with improved contrast, brightness, and color accuracy while maximizing bandwidth efficiency. With support for multiple distribution workflows, Advanced HDR by Technicolor enables seamless integration into existing infrastructures, making it a preferred solution for broadcasters seeking to future-proof their HDR delivery. To learn more about Advanced HDR by Technicolor visit: https://advancedhdrbytechnicolor.pro.  

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About Advanced HDR by Technicolor

Advanced HDR by Technicolor is a suite of high-dynamic-range (HDR) technologies designed to deliver superior video quality across a variety of display devices and network environments. Developed as a collaboration with InterDigital, Philips and Technicolor, it includes formats like SL-HDR1, SL-HDR2, and SL-HDR3, which dynamically optimize HDR content to match the capabilities of the display device in real-time. This allows broadcasters and content providers to deliver a high-quality viewing experience with improved contrast, brightness, and color accuracy while maximizing bandwidth efficiency. With support for multiple distribution workflows, Advanced HDR by Technicolor enables seamless integration into existing infrastructures, making it a preferred solution for broadcasters seeking to future-proof their HDR delivery. To learn more about Advanced HDR by Technicolor visit: https://advancedhdrbytechnicolor.pro.  

“The growing demand for HDR content calls for innovative technologies and cooperation throughout the ecosystem,” said Gopal Miglani, the founder and president of BitRouter. “Our teaming up with Advanced HDR by Technicolor to develop a product line of ATSC 3.0-enabled TV receivers integrated with HDR features is a strategic initiative to meet consumer expectations as NEXTGEN TV is adopted across broadcasting markets in the US and HDR broadcasts with Advanced HDR by Technicolor are available across more than 100 channels nationwide 24 hours a day, seven days a week.”

“The wonderful product we developed is the integration of Geniatech’s platform, BitRouter’s software and the cutting edge Advanced HDR by Technicolor technologies. It enables consumers to enjoy exceptional premium HDR content on any HDR televisions,” said Jijun Fang, the founder and president of Geniatech.

“Recognition of HDR’s ability to enhance the viewing experience and deliver rich and vibrant image quality is rapidly increasing across the media and entertainment technology sector,” said Rick Dumont, Head of Business Development for HDR at Philips. “TV receivers integrating Advanced HDR by Technicolor, such as Geniatech’s product range, allow non HDR-enabled TVs to display content in HDR. This plays an important role in expanding access to HDR content as the ecosystem evolves with HDR technology.”

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About BitRouter

BitRouter is a software company that develops and licenses software products and provides integration services for TV, set-top and mobile devices. The company’s ATSC 3.0 middleware is field proven, robust, and flexible, enabling development of set-top boxes, TVs, automotive, distance learning or mobile devices. For more information, contact BitRouter at info@bitrouter.com, or visit the company’s website at www.bitrouter.com.

About Geniatech

Geniatech accompanies, implements and is responsible for customer lead projects together with its design partners, such as Renesas, Qualcomm, NXP, NVIDIA, Amlogic, Rockchip, STM, Microsoft, Google, Arrow, Future, ON, IBM and Bosch. The process extends in hardware and software from the development of first demonstration samples, to PoC (0-series) to design industrialization and cloud integration. This is followed by pilot production and flexible and high-volume production, including the secure assembly of high-tech complex system electronic assemblies with firmware. Geniatech implements complete solutions at the highest technical quality level and in accordance with international standards. For more information, visit http://www.geniatech. com. 

About Advanced HDR by Technicolor

Advanced HDR by Technicolor is a suite of high-dynamic-range (HDR) technologies designed to deliver superior video quality across a variety of display devices and network environments. Developed as a collaboration with InterDigital, Philips and Technicolor, it includes formats like SL-HDR1, SL-HDR2, and SL-HDR3, which dynamically optimize HDR content to match the capabilities of the display device in real-time. This allows broadcasters and content providers to deliver a high-quality viewing experience with improved contrast, brightness, and color accuracy while maximizing bandwidth efficiency. With support for multiple distribution workflows, Advanced HDR by Technicolor enables seamless integration into existing infrastructures, making it a preferred solution for broadcasters seeking to future-proof their HDR delivery. To learn more about Advanced HDR by Technicolor visit: https://advancedhdrbytechnicolor.pro. 

“The implementation of a NEXTGEN TV receiver, powered by Tolka and Advanced HDR by Technicolor, broadens access to HDR and SDR content for a growing audience,” said Alex Day, Vice President at Tolka. “This device makes it possible for more viewers to enjoy NEXTGEN TV broadcasts with exceptional picture quality.”The receiver will deliver live NEXTGEN TV broadcasts, including HDR content, across more than 100 channels nationwide 24 hours a day, seven days a week. Coverage includes live sports, news, and entertainment programming from Sinclair, PBS, Gray Television, Capitol Broadcasting, and others.

“With the new NEXTGEN TV receiver powered by Tolka, we’re delivering Advanced HDR by Technicolor’s optimized viewing experience to a wider range of consumers. Whether live or on-demand streaming, the solution ensures consistent, high-quality content on any screen,” said Rick Dumont, Head of Business Development for HDR at Philips.

The growing availability of both live and on-demand content is driving increased consumer demand for HDR-capable TVs, as viewers seek the best possible picture quality across all programming. From live sports and breaking news to entertainment and streaming services, audiences expect vibrant visuals and greater realism that only HDR technology can deliver. The continued expansion of NEXTGEN TV is accelerating. Broadcasters are embracing solutions that enhance both the viewing experience and accessibility of premium content. 

“As broadcasters, we’re seeing increased demand for HDR-quality content as consumers become more aware of the difference it makes,” said Matthew Goldman, Vice President of Strategic and Technical Initiatives at Sinclair, Inc. “Our ability to deliver live and on-demand programming in HDR ensures we meet these expectations and provide an exceptional experience across a wide range of devices and viewing environments.” 

Visitors to CES 2025 can see the new NEXTGEN TV receivers and demonstrations at the following location: 

●      ATSC / NEXTGEN TV Booth (#LVCC, Central Hall – 20340): Showcasing Tolka-powered receiver solutions, Advanced HDR by Technicolor technology, and live demonstrations. 

The partnership between Tolka and Advanced HDR by Technicolor reflects a shared focus on expanding access to high-quality HDR content, ensuring that consumers benefit from the best available picture quality on both existing and new televisions.

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About Tolka:

Tolka Telecommunications Corporation is a developer and producer of terrestrial, satellite, cable, and IP media-related solutions. The company offers broadcast channel owners and online service providers the tools they need to expand and develop their markets. Tolka focuses on Digital Terrestrial, IPTV, and OTT applications, allowing reliable and secure content delivery and intelligently targeted advertisement insertion. Established in 2015, Tolka operates from headquarters in Atlanta, USA, with additional offices and technical laboratories in Shanghai, Seoul, and Taipei.

About Sinclair:

Sinclair, Inc. is a diversified media company and a leading provider of local news and sports. The Company owns, operates and/or provides services to 185 television stations in 86 markets affiliated with all the major broadcast networks; owns Tennis Channel and multicast networks Comet, CHARGE!, TBD. and The Nest; and owns and provides services to 21 regional sports network brands. Sinclair’s content is delivered via multiple platforms, including over-the-air, multi-channel video program distributors, and the nation’s largest streaming aggregator of local news content, NewsON. The Company regularly uses its website as a key source of Company information which can be accessed at www.sbgi.net.

About Advanced HDR by Technicolor

Advanced HDR by Technicolor is a suite of high-dynamic-range (HDR) technologies designed to deliver superior video quality across a variety of display devices and network environments. Developed as a collaboration with InterDigital, Philips and Technicolor, it includes formats like SL-HDR1, SL-HDR2, and SL-HDR3, which dynamically optimize HDR content to match the capabilities of the display device in real-time. This allows broadcasters and content providers to deliver a high-quality viewing experience with improved contrast, brightness, and color accuracy while maximizing bandwidth efficiency. With support for multiple distribution workflows, Advanced HDR by Technicolor enables seamless integration into existing infrastructures, making it a preferred solution for broadcasters seeking to future-proof their HDR delivery. To learn more about Advanced HDR by Technicolor visit: https://advancedhdrbytechnicolor.pro. 

As a broadcaster rolling out NEXTGEN TV across the US and delivering content in Advanced HDR by Technicolor including T2 Tennis Channel and Pickleball TV, Sinclair works with technology partners, like Hisense, to generate greater awareness and understanding of the different features – like HDR – that are available. 

“More education is required for the retail community about what HDR video is,” stated Goldman. “As understanding of this technology increases, there is an opportunity for retailers and their associates located in NEXTGEN TV markets to set up demonstrations using our live broadcasts in Advanced HDR by Technicolor to show the difference between standard dynamic range and HDR.”

Although it is still early days in the deployment of NEXTGEN TV, Hisense is working to develop its outreach efforts to help retailers and consumers get a better idea of the improvements that HDR offers.

“The Hisense TV models integrated with Advanced HDR by Technicolor are premium products that offer the latest features and capabilities. We are working to educate consumers who are interested in the best digital entertainment experience possible,” said Clarke. “With a presence in the largest retailers in the US, we also place continual focus on training our retail partners to effectively communicate the benefits of Advanced HDR by Technicolor.”

The Opportunity Presented by Live Sports Events

This past year the return of the Paris Games presented the industry with an opportunity to demonstrate the transmission of HDR content over HDR-enabled TVs. These activities signal a gain in momentum towards increasing availability of HDR content as well as HDR-enabled TVs.

“The beauty of high dynamic range is that seeing is believing. When consumers see live sports content that’s being produced or delivered in high dynamic range video, the images leap off the screen creating a feeling that they are at the game or the stadium,” said Goldman.

With demand for HDR content growing, Sinclair and Hisense are among the early adopters of the Advanced HDR by Technicolor solution, working carefully with the team in their strategic deployment initiatives.

“HDR offers higher contrast ratios, the darkest blacks and the brightest whites which are much more pronounced. The picture is much more vivid and lifelike,” Clarke explained. “As the official TV brand of the NBA, Hisense is committed to creating a more immersive and enjoyable viewing experience that is almost as good as being courtside.”

Future Developments of HDR

As the media, hardware and entertainment industries seek new solutions that engage and delight consumers, they are increasingly turning to emerging technologies like HDR. They are optimistic about the road ahead.

“Content in HDR not only delivers exceptional image and picture quality, it also enhances storytelling. That is the focus of entertainment, whether it is live sports or motion pictures. HDR plays a key role in adding more realism to the viewing experience,” Goldman stated. “This makes a difference for NEXTGEN television because a part of the standards allows for immersive audio and interactive features enabling us to deliver an improved digital environment overall.”

Consumer behaviors will likely shift as more HDR content becomes available and other parts of the ecosystem support HDR technologies. The innovations from Hisense, Sinclair, Advanced HDR by Technicolor and others will continue to pave the way in the evolution of how people enjoy their digital video experiences.

“In 2025, Hisense is also working towards higher bit depths and responsive HDR settings on our TV models that adjust in real time based on the content,” said Clarke. “The future of high dynamic range is really exciting. At Hisense, we’re expecting dynamic HDR to become much more common across our product lines and within the industry.”

As Sinclair and Hisense expand access to immersive entertainment through HDR and other features and services, according to Dumont, Advanced HDR by Technicolor proceeds to deliver a premium HDR viewing experience with accurate and dynamic display adaptation for any live sports content whether indoors or outdoors.

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EDITORIAL NOTE: Click here to watch the full panel discussion

About Advanced HDR by Technicolor  

Advanced HDR by Technicolor is a suite of high-dynamic-range (HDR) technologies designed to deliver superior video quality across a variety of display devices and network environments. Developed as a collaboration with InterDigital, Philips and Technicolor, it includes formats like SL-HDR1, SL-HDR2, and SL-HDR3, which dynamically optimize HDR content to match the capabilities of the display device in real-time. This allows broadcasters and content providers to deliver a high-quality viewing experience with improved contrast, brightness, and color accuracy while maximizing bandwidth efficiency. With support for multiple distribution workflows, Advanced HDR by Technicolor enables seamless integration into existing infrastructures, making it a preferred solution for broadcasters seeking to future-proof their HDR delivery. To learn more about Advanced HDR by Technicolor visit: https://advancedhdrbytechnicolor.pro. 

Check out Advanced HDR by Technicolor-enabled broadcasts offering consistent HDR and premium SDR quality 24/7 from: 

• Sinclair: Over 100 channels delivering coast-to-coast HDR content.
• Broadcast-Enabled Streaming TV (BEST) Channels: Including the Tennis Channel and Pickleball TV, available in more than 45 markets.
• PBS Stations: HDR broadcasts from PBS Nebraska and PBS Nashville.
• Gray Media, Inc.: Featuring WFLX-TV and WXIX-TV stations.
• Capitol Broadcasting: Showcasing WRAZ-TV station.

Partner Booths Featuring Advanced HDR by Technicolor include: 

• Hisense Booth (#LVCC, Central Hall – 16625) — Discover the latest Hisense TVs equipped with Advanced HDR by Technicolor, providing the ultimate live sports viewing experience. The U8 Series and U7 Series Mini-LED ULED 4K Google TV models expand the range of NEXTGEN TV-enabled products with Advanced HDR by Technicolor. 
• Tolka at the ATSC / NEXGEN TV Booth (#LVCC, Central Hall – 20340) – Learn about Advanced HDR by Technicolor-enabled NEXTGEN TV receivers powered by Tolka and designed to expand access to HDR content. 
• RCA Booth (#LVCC, Central Hall – 16224) — Explore the newest NEXTGEN TV models, now powered by Advanced HDR by Technicolor for superior content delivery. 
• Geniatech Booth (Venetian Expo, Halls A-D – 52352) — View the latest Advanced HDR by Technicolor-enabled NEXTGEN TV accessory receivers designed to enhance HDR content delivery. 

Pioneering the Future of Broadcasting 

“Advanced HDR by Technicolor continues to redefine the viewing experience by delivering exceptional HDR quality to consumers across devices and platforms,” said Rick Dumont, Head of Business Development for HDR at Philips. “Our presence at CES 2025 showcases the remarkable progress we’ve made in enabling broadcasters and manufacturers to deliver premium HDR content seamlessly.” 

For more information about Advanced HDR by Technicolor and its groundbreaking technologies, visit us at any of the above locations during CES 2025 from January 7-10, 2025.

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About Advanced HDR by Technicolor  

Advanced HDR by Technicolor is a suite of high-dynamic-range (HDR) technologies designed to deliver superior video quality across a variety of display devices and network environments. Developed as a collaboration with InterDigital, Philips and Technicolor, it includes formats like SL-HDR1, SL-HDR2, and SL-HDR3, which dynamically optimize HDR content to match the capabilities of the display device in real-time. This allows broadcasters and content providers to deliver a high-quality viewing experience with improved contrast, brightness, and color accuracy while maximizing bandwidth efficiency. With support for multiple distribution workflows, Advanced HDR by Technicolor enables seamless integration into existing infrastructures, making it a preferred solution for broadcasters seeking to future-proof their HDR delivery. To learn more about Advanced HDR by Technicolor visit: https://advancedhdrbytechnicolor.pro. 

As a suite of HDR production, distribution and display solutions, Advanced HDR by Technicolor leverages machine learning (ML) to maximize image quality for enhanced consumer viewing experiences. HDR and standard dynamic range (SDR) content are captured, automatically converted and produced in a single workflow, ensuring that legacy SDR content meets the standards of modern HDR displays.

“With automatic conversion of HDR and SDR taking place within a single transmission stream, OTT providers only need a single file, reducing costs for storage and bandwidth. Advanced HDR by Technicolor also supports efficient HDR video delivery across various devices using 8-bit AVC, HEVC, and VVC for HD and UHD resolutions, leveraging intelligent metadata for dynamic quality adjustment according to the capabilities of the end-user device,” said Rick Dumont, Head of Business Development  for Wireless and HDR, Philips.  

OTT service providers can utilize these features and capabilities to increase consumer satisfaction, reduce churn and differentiate themselves from other services. 

To see the list of CSI Award winners, visit:  

https://www.csimagazine.com/awards/winners24.php  

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About Advanced HDR by Technicolor

Advanced HDR by Technicolor® is a suite of High Dynamic Range (HDR) production, distribution and display solutions that leverages machine learning (ML) technology to maximize image quality and enhance the consumer viewing experience. There are two major components to Advanced HDR by Technicolor:

• The Intelligent Tone Management (ITM) tool provides a dynamic, tunable, real-time solution to up-convert SDR content to HDR with full freedom and flexibility to manage contrast, brightness and color saturation.
• The Single Layer HDR (SL-HDR) is a dynamic and tunable real-time tool that implements the ETSI SL-HDR standards to generate and deliver a single, consistent, high-quality broadcast stream starting from any mix of input content (such as live, movies, news) across a wide range of HDR formats (HDR10, HLG, S-LOG3). SL-HDR1 transforms HDR input streams into SDR-plus-metadata streams. SL-HDR compatible receivers provide consumers with high-quality HDR images that can be adapted to optimize the display capabilities of their devices. Thanks to the unique backward compatibility feature of SL-HDR1, consumers who do not have HDR devices can enjoy the highest quality SDR experience.

To learn more about Advanced HDR by Technicolor visit:

https://advancedhdrbytechnicolor.pro.

“Hisense, as a global brand accelerating in popularity, is preparing to deploy HDR-enabled TVs to the Brazilian market. Additionally, right now consumers in the U.S. can enjoy HDR content from NEXTGEN TV stations anytime on HDR-enabled TVs from Hisense. Across these markets and others, we are seeing heightened interest in HDR and the rich and compelling viewing experiences it delivers,” Dumont said.

The Advanced HDR by Technicolor team has also welcomed new partners, Montage LZ and Tolka, in recent months. Both companies will demonstrate their latest innovations enabled with Advanced HDR by Technicolor in the IABM Lounge. Montage LZ is a leading system-on-chip (SoC) provider showcasing the new generation 4K set-top box (STB) SoC, Symphony 6, enabled with Advanced HDR by Technicolor. Tolka is a leading ATSC 3.0 software provider for STBs that integrates Advanced HDR by Technicolor. 

At IBC 2024, experts will be on hand to demonstrate Advanced HDR by Technicolor’s single master conversion production workflow and features including: 

• A simplified distribution workflow with single stream transmission of SDR and HDR that reduces bandwidth and storage requirements by 50 percent for streaming service providers. 
  
  
• Automated dynamic down conversion of native HDR to SDR. 
  
  
• Transmission of premium HDR and SDR streams that maintain the details in color highlights without color shifts in the down conversion process.
  
  
• Machine learning to automate the management of image quality as lighting conditions change during live productions.
  
  
• Intelligent tone mapping’s (ITM) capability to enable the automated premium up-conversion of native SDR to HDR streams for video streaming platforms.
  

Where to Find Advanced HDR by Technicolor at IBC:

• IABM Lounge/ Cobalt Digital Meeting Room, Entrance E: Meetings by Invitation Only
  At the IABM Member Lounge, experts will provide private invitation only demonstrations of the most recent live sports content processed with Advanced HDR by Technicolor’s solutions for single master and dynamic conversion for live broadcast and streaming video. Demonstrations of STB-based offerings from Tolka and Montage LZ incorporating Advanced HDR by Technicolor will also be shown.
  
  
• Ultra HD Forum booth – Hall 3, #B21
  The team will highlight the advantages of Advanced HDR by Technicolor solutions for the Advanced Television Systems Committee (ATSC) and Brazil’s SBTVD Forum. Along with Ateme, Fraunhofer, and Hisense, we will demonstrate encoder and display-side solutions for implementing SBTVD TV 2.5 and TV 3.0 standards using cutting-edge technologies, such as MPEG-H, VVC and Advanced HDR by Technicolor; providing immersive visual and audio experiences that will redefine home entertainment in Brazil. 

• Montage LZ booth – Hall 1 Balcony Suite: #BS6
  Montage LZ will demonstrate Symphony 6, a new generation system-on-chip (SoC) enabled with Advanced HDR by Technicolor. Symphony 6 is a SoC for smart set-top boxes (STBs) which supports 4K HEVC decoding, 60Hz and wide color space as well as integration of multi-demodulation capabilities. Montage LZ is supporting its customers to develop STBs incorporating the Symphony 6 platform for reception of ATSC 3.0 and over-the-top transmission, enabling viewing audiences to enjoy premium content in Advanced HDR by Technicolor.

To schedule a briefing with Advanced HDR by Technicolor subject matter experts during IBC 2023 contact airrion@mindsharecapture.com. 

About Advanced HDR by Technicolor

Advanced HDR by Technicolor® is a suite of High Dynamic Range (HDR) production, distribution and display solutions that leverages machine learning (ML) technology to maximize image quality and enhance the consumer viewing experience. There are two major components to Advanced HDR by Technicolor:

• The Intelligent Tone Management (ITM) tool provides a dynamic, tunable, real-time solution to up-convert SDR content to HDR with full freedom and flexibility to manage contrast, brightness and color saturation. 

• The Single Layer HDR (SL-HDR) is a dynamic and tunable real-time tool that implements the ETSI SL-HDR standards to generate and deliver a single, consistent, high-quality broadcast stream starting from any mix of input content (such as live, movies, news) across a wide range of HDR formats (HDR10, HLG, S-LOG3). SL-HDR1 transforms HDR input streams into SDR-plus-metadata streams. SL-HDR compatible receivers provide consumers with high-quality HDR images that can be adapted to optimize the display capabilities of their devices. Thanks to the unique backward compatibility feature of SL-HDR1, consumers who do not have HDR devices can enjoy the highest quality SDR experience.

To learn more about Advanced HDR by Technicolor visit: 

https://advancedhdrbytechnicolor.pro. 

HDR allows viewers to see a broader range of colors and contrasts, making scenes appear more realistic by improving the clarity of the brightest and darkest areas of the picture. HDR has proven to be particularly beneficial for capturing fast-paced, outdoor sports action.

“HDR enhances outdoor sports event experiences by delivering the most vivid images to TVs capable of receiving HDR content,” said Valerie Allie, Video Solution Group Senior Director with InterDigital. Advanced HDR by Technicolor is a collaboration between Philips, InterDigital and Technicolor. “As a result, the details of athletic performances, stadium environments, and overall action are more vibrant, providing a more immersive viewing experience,” she said.

Fraunhofer IIS provided MPEG-H Audio technology that delivers an impactful, immersive 3D sound experience. The Next Generation Audio system provides unique personalization features in addition to an enveloping audio experience. This is made possible by the metadata accompanying the audio content. It contains all control information required for user interactivity and optimizing the reproduction and rendering on the end-device for the best audio experience on any platform.

“MPEG-H Audio delivers an immersive experience, creating a sense of being in the middle of the action. Audio elements like the cheering crowd, athletes’ movements, and venue ambience are clear and realistic. The personalization options also allow viewers to customize the audio experience, by, for example, switching from a traditional to a venue mix. This enriched audio quality adds depth to the broadcast, making the experience more engaging and captivating for the audience,” explained Adrian Murtaza, Senior Manager Technologies and Standards at Fraunhofer IIS.

A new generation of Hisense TV models that comply with the country’s TV 2.5 standards were used for this demonstration during the Paris Games this summer. These advanced TV models promise to deliver a superior viewing experience by combining ultra-high-definition (UHD) and HDR-enhanced picture quality with immersive 3D sound.

“Hisense TVs integrate features like Mini-LED, Quantum Dot Color, 144Hz refresh rates, vibrant highlights, AI video processing and AI Sports Mode which enhance the viewing of live sports. Hisense is looking forward to providing immersive visual and audio experiences that will redefine home entertainment in Brazil,” said Wood Bi, Assistant Vice President of Hisense International.

                                                                                                                              ###

About Advanced HDR by Technicolor

A collaboration between Philips, InterDigital and Technicolor, Advanced HDR by Technicolor® is a suite of High Dynamic Range (HDR) production, distribution and display solutions that leverages machine learning (ML) technology to maximize image quality and enhance the consumer viewing experience. There are two major components to Advanced HDR by Technicolor:

• The Intelligent Tone Management (ITM) tool provides a dynamic, tunable, real-time solution to up-convert SDR content to HDR with full freedom and flexibility to manage contrast, brightness and color saturation.
  
  
• The Single Layer HDR (SL-HDR) is a dynamic and tunable real-time tool that implements the ETSI SL-HDR standards to generate and deliver a single, consistent, high-quality broadcast stream starting from any mix of input content (such as live, movies, news) across a wide range of HDR formats (HDR10, HLG, S-LOG3). SL-HDR1 transforms HDR input streams into SDR-plus-metadata streams. SL-HDR compatible receivers provide consumers with high-quality HDR images that can be adapted to optimize the display capabilities of their devices. Thanks to the unique backward compatibility feature of SL-HDR1, consumers who do not have HDR devices can enjoy the highest quality SDR experience.

To learn more about Advanced HDR by Technicolor visit:
https://advancedhdrbytechnicolor.pro/

About Fraunhofer IIS

For over 30 years, the Audio and Media Technologies division of Fraunhofer IIS (https://www.iis.fraunhofer.de/en/ff/amm.html) has been shaping the globally deployed standards and technologies in the fields of audio and moving picture production. Starting with the creation of mp3 and continuing with the co-development of AAC and the Digital Cinema Initiative test plan, almost all consumer electronic devices, computers and mobile phones are equipped with systems and technologies from Erlangen today. Meanwhile, a new generation of best-in-class media technologies – such as MPEG-H Audio (https://mpegh.com), xHE-AAC, EVS, LC3/LC3plus, Symphoria, Sonamic and upHear – is elevating the user experience to new heights. Always taking into account the demands of the market, Fraunhofer IIS develops technology that makes memorable moments.

About Hisense

Hisense is a leading global home appliance and consumer electronics brand and official partner of UEFA EURO 2024. According to Omdia, Hisense ranked No. 2 globally for TV shipments and No. 1 in 100-inch TVs in both 2023 and Q1 2024. The company has expanded quickly to operate in more than 160 countries and specializes in multi-media goods, home appliances, and intelligent IT information. 

While HDR has largely been touted as a viewing innovation that is closely associated with UHD, the team behind Advanced HDR by Technicolor—a collaboration between Philips, InterDigital and Technicolor—believes that HD distribution strategies for HDR can create more options for delivering higher-quality experiences for experiences across a greater range of circumstances.

“HDR can significantly enhance HD content, not just UHD 4K, providing a better viewing experience on HD TVs and other devices. By utilizing HDR for HD content, providers can achieve bandwidth savings while delivering brilliant video content. It largely expands availability of HDR content and access to high-quality visual experiences to a broader audience,” he says.

Overcoming Misconceptions about HDR

It is a message that will require an industry-wide shift in perspectives — especially among streaming providers whose customers access content from a variety of venues and circumstances.

“The growth of streaming service providers in recent years has been driven by several factors, including increasing internet connectivity, advancements in technology, changing consumer preferences, and the proliferation of mobile devices. But they do face some challenges that must be addressed head-on,” says Dumont.

For instance, streaming providers must ensure that content is delivered smoothly, with limited buffering, even in areas with limited internet bandwidth while maintaining a high-quality viewing experience. This means that connections for stable viewing of UHD are not always available.

“Many people assume that HDR is married with 4K content, but that is not the case. HDR technology over HD allows viewers to enjoy improved color, contrast, and overall image quality without UHD. They can have a more immersive and visually appealing experience,” he says. Also, HDR improves the perceived resolution as adjacent pixels might have the same color but have different brightness that HDR will bring out.

HDR over HD has a more significant visual impact than SDR over UHD because HDR presents more accurate colors, smoother light and color shading, and more detailed images while reducing bandwidth requirements by a factor of four simply because HD uses only one-fourth of the pixels.

This leaves the industry with addressing the challenge of providing high-quality HDR with 8-bit coding when, theoretically, a 10-bit color depth is needed in HDR to prevent coding artifacts — like banding. It is an issue, however, that can be effectively addressed with the adoption of dynamic automation and meta-data from Advanced HDR by Technicolor.

Resolving 10-Bit Color Depth HDR Requirements for HD Streaming

Advanced HDR by Technicolor is a suite of production, distribution and display solutions that leverages machine learning (ML) technology to maximize image quality and enhance the consumer viewing experience.

The solution’s intelligent tone management (ITM) tool provides a dynamic, tunable, real-time solution to up-convert SDR content to HDR with full freedom and flexibility to manage contrast, brightness and color saturation.

Its single Layer HDR (SL-HDR) technology is a dynamic and tunable real-time tool that implements the ETSI SL-HDR standards to generate and deliver a single, consistent, high-quality stream. SL-HDR transforms HDR input streams into SDR-plus-metadata streams. SL-HDR compatible receivers provide consumers with high-quality HDR images that can be adapted to optimize the display capabilities of their devices.

When it comes to addressing the 10-bit color-depth performance to HD, the dynamic — or adaptive — nature of SL-HDR preprocessing allows coding to be used more efficiently compared to the static formats like HDR10 and HLG.

“Hence where HDR10 needs a 10-bit bit-depth and typically HEVC coding, SL-HDR can use AVC in 8-bit as used by legacy systems, making it less bandwidth hungry and at the same time ensuring backward compatibility with legacy SDR systems,” states Dumont.

The metadata transmission in the SL-HDR stream allows optimal use of the receiving device’s dynamic range by adjusting the HDR quality to its capability. This avoids overexposure with limited dynamic range capabilities while maximizing the capabilities of TVs that support high dynamic range.

“Advanced HDR by Technicolor can deliver an extremely high-quality, high-dynamic-range image in HD without compromising content creators’ intent or viewers’ experiences. Dynamic conversions accomplish this outcome in a stable manner—at scale—while minimizing the factors that typically add cost and complexity to the creation, storage and distribution process,” he says.

The value proposition for streaming providers includes reduced storage requirements – by using 8-bit instead of 10-bit as well as storage of SDR and HDR in a single stream – and improved stability for lower bandwidth connections. By utilizing HDR to enhance HD video, streaming providers can save significant bandwidth compared to 4K HDR video while still delivering the same brilliant quality for the vast majority of video content.

“The bottom line is that HDR on HD is ideal for meeting the requirements of service providers that seek a bandwidth-efficient streaming solution for delivering significantly more vibrant video content. Advanced HDR by Technicolor can make it happen,” concludes Dumont.

To read the full Q&A with Rick Dumont, please visit: https://bit.ly/3Xm8Zju