“Live production environments, particularly in sports, now operate in mixed-format conditions where HDR video, SDR advertising, and graphics overlays intersect in real time. This complexity has exposed limitations in traditional static conversion approaches,” said Ryan Wallenberg, Vice President of Engineering at Cobalt Digital. 

The static diffuse white capability allows operators to define a consistent white point across content while maintaining the benefits of dynamic, frame-by-frame processing. The result is greater visual stability across feeds and graphics without sacrificing adaptability.

“The enhancement reflects ongoing collaboration between Advanced HDR by Technicolor and Cobalt Digital, shaped by feedback from live production teams. It also acknowledges the continued reliance on legacy workflows. Static conversion methods remain widely used, creating friction as organizations transition to HDR,” said Rick Dumont, Head of Business Development for Advanced HDR by Technicolor.

By combining stability with dynamic optimization, the feature serves as a bridge between legacy and next-generation approaches.

Cobalt Digital integrates the capability into its 9904 card, which now also supports ST 2110 and both SDI and SMPTE infrastructures. The underlying Advanced HDR by Technicolor framework enables HDR to SDR and SDR to HDR conversion while preserving signal integrity.

The feature moves from earlier custom implementations into a fully commercialized offering, expanding access to a broader range of broadcasters and content providers This support is critical as broadcasters increasingly adopt ATSC 3.0, which includes HDR to enhance the viewing experience across all TV resolutions.  

The release comes as production models continue to evolve. Remote workflows are expanding, but major live events still rely on hybrid production environments. In both cases, consistent signal handling across formats is becoming a critical requirement.

Advanced HDR by Technicolor and Cobalt Digital present the enhancement at NAB through curated demonstrations that highlight its impact on real-world content. Meetings with Advanced HDR by Technicolor executives at Central Hall — C3062MR are available by invitation only. Demonstrations will be provided by Cobalt Digital at North Hall — N1340.  

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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 between InterDigital and Philips, it includes formats like SL-HDR1, SL-HDR2, and SL-HDR3, which dynamically optimize and convert 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. Advanced HDR by Technicolor’s partnerships include broadcasters, streaming service providers, TV and conversion box manufacturers, SoC producers as well as hardware and software solution providers. To learn more about Advanced HDR by Technicolor visit:

https://advancedhdrbytechnicolor.pro. 

About Cobalt Digital

Cobalt Digital Inc. designs and manufactures award-winning ST 2110, IPMX, and SDI conversion, compression, processing, routing, control, and multiviewer technology for the production, broadcast television, and ProAV environments. As a founding member in the openGear® initiative, Cobalt offers a full range of openGear® compliant solutions as well as video and audio processing products for closed caption compliance, production trucks, master control, HD news, signal transport, audio loudness processing, and color correction. Cobalt’s Blue Box Group line of interface mini-converter boxes streamlines and simplifies a wide range of ST 2110, IPMX, and SDI conversion and processing tasks. In addition, the company’s multi-image display processors enable multiviewer capabilities in the most demanding studio and remote production/broadcasting environments. Cobalt Digital products are distributed through a worldwide network of dealers, system integrators, and other partnerships. For further information visit: www.cobaltdigital.com

Momentum is building around dynamic HDR conversion as broadcasters and streaming service providers seek to deliver premium video quality without increasing bandwidth or workflow complexity. Deployment of Advanced HDR by Technicolor is expanding across NEXTGEN TV (ATSC 3.0) and into HDR streaming operations. Implementations with partners such as Hisense combine Advanced HDR by Technicolor with NEXTGEN TV capabilities to enhance the viewing experience of live sports.  The solution is also supported by core video workflow providers across the ecosystem including Mainconcept, Cobalt, Ateme and Amagi.   

Demonstrations will focus on a few key developments in how HDR is produced and distributed: 

• Dynamic HDR conversion solution that replaces static LUTs processing while optimizing content frame by frame and maintaining contrast, brightness and color depth across varying types of content. 

   

• Single-stream delivery of HDR and SDR which eliminates the need for parallel workflows and enables one signal to serve legacy SDR and HDR-enabled devices.

   

• HDR delivery within SDR bandwidth constraints using existing 8-bit AVC workflows, removing the requirements for 10-bit HEVC implementations.

   

• Content provided at UHD/HDR-like quality at less than 25% of the bandwidth usually associated with such formats.

This approach challenges workflows that have prioritized SDR compatibility over HDR performance.  

“Production teams selecting the predictable and safe path of legacy SDR workflows and static LUTs HDR are limiting the viewing experience of consumers while undermining the business case for this technology. If HDR is to be considered a premium feature, then it must be delivered as the ‘hero’ format rather than the compromise,” said Rick Dumont, head of business development for Advanced HDR by Technicolor.   

As broadcasters and streaming service providers compete in an increasingly saturated market, the inconsistent implementation of HDR has weakened the technology’s ability to capture consumer attention, lessening its impact as a driver of subscriptions or advertising dollars. 

At the same time, the production teams that choose to maintain separate SDR and HDR workflows introduce added costs to production, storage and distribution. Those parallel workflows are going to be more difficult to sustain as content libraries continue to grow and live production demands become more complex.   

By comparison, a single-stream approach reduces the requirements on infrastructure and bandwidth while simplifying operations. There is no longer a need for manual color adjustments and grading decisions which can deteriorate performance across devices.     

At NAB 2026, attendees will be able to experience:

• Side-by-side comparison of static vs. dynamic HDR conversion
• Demonstrations of a HDR-first workflow
• End-to-end delivery scenarios using a single HDR signal with SDR downconversion capability 
• A showcase of the latest NEXTGEN TV conversion devices integrated with Advanced HDR by Technicolor which include ADTH, Geniatech, MyVelo TV, ZapperBox, and Zinwell. 

 Advanced HDR by Technicolor experts will be on hand during the show at the following locations:  

• Advanced HDR by Technicolor Meeting Room (Invitation Only) located at C3062MR in Central Hall
• ATSC booth located at C1655 in Central Hall
   
  The Advanced HDR by technicolor team will showcase a single master workflow leveraging dynamic HDR conversion that maintains high quality HDR, while providing best possible SDR at the same time, throughout the content value chain. Experts will also demonstrate how dynamic conversion with Intelligent Tone Management outperforms legacy systems based on static LUTs conversion.

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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 between InterDigital and Philips, it includes formats like SL-HDR1, SL-HDR2, and SL-HDR3, which dynamically optimize and convert 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. Advanced HDR by Technicolor’s partnerships include broadcasters, streaming service providers, TV and conversion box manufacturers, SoC producers as well as hardware and software solution providers. To learn more about Advanced HDR by Technicolor visit:

https://advancedhdrbytechnicolor.pro. 

That, he says, is where Advanced HDR by Technicolor comes in. This solution uses embedded metadata and machine learning to deliver a single stream as HDR on devices that support it, while automatically falling back to SDR on those that do not, protecting investments in legacy infrastructure without sacrificing image quality on modern displays.

“If you only have one HDR pipeline, you can drop the SDR pipeline completely,” he said. “That’s a huge benefit for both broadcast and streaming service providers. And on the viewer side, they benefit because regardless of what device they have, they’re always getting the highest quality stream that is possible.”

The challenge of converting legacy SDR content into HDR-compatible formats is particularly acute for Free Ad-Supported Streaming Television, or FAST, services. These platforms have built large audiences by offering free access to older catalog content, from 1970s sitcoms and 1990s dramas to more modern blockbusters. But that content arrives in a patchwork of formats, color spaces, resolutions, and aspect ratios that were never designed to coexist in a single distribution pipeline.

Managing Multi-Generational Content Complexity for A Modern Audience

Legacy content, he explained, often carries inconsistent color metadata, varying gamma settings, and brightness levels that do not meet HDR mastering standards. Content that was originally shot on analog formats adds further complications. Upscaling, de-interlacing, and color remapping all introduce processing demands that can threaten the low-latency performance that live scheduling and dynamic ad insertion require.

That last point matters enormously to FAST operators, whose entire business model depends on advertising. If an HDR program is interrupted by an SDR commercial, the jarring brightness shift is not just an aesthetic problem. It is a failure that undermines the premium experience that operators are selling to both viewers and advertisers.

“Users who pay a lot for premium content or a huge live sports event would be very frustrated if there is a break in the HDR processing,” Schönberger said. “The ad must be HDR in the same way as the premium content.”

MainConcept’s codec handles that conversion on the fly, translating incoming SDR advertising feeds into HDR output without introducing visible transitions or latency. Schönberger said the technology exists to execute that process seamlessly, but it requires some integration work on the operator side.

Adding to the complexity is the fact that HDR itself is not a single standard. The market currently supports at least six distinct formats, including HDR10, HDR10+, Dolby Vision, Hybrid Log-Gamma (HLG), PQ, and Advanced HDR by Technicolor. Each format carries different technical requirements, and playback devices do not always support every option.

MainConcept’s approach centers on building support for all of those formats directly into its encoder software development kits, which are licensed to broadcasters, OTT platforms, production companies, and operators in industries ranging from security surveillance to medical imaging.

That said, Schönberger highlighted Advanced HDR by Technicolor as a format with particular promise for operators navigating the SDR-to-HDR transition. The technology can take an existing eight-bit SDR feed and generate HDR output from it, meaning operators do not necessarily need to overhaul their production infrastructure to begin delivering HDR content. It also supports HDR-to-dynamic-HDR conversion, adjusting metadata on a per-frame basis to maximize image quality across different display types.

“You can stick to your existing eight-bit SDR infrastructure,” Schönberger said. “You can easily turn your legacy SDR content into HDR, and in the end you only have one stream.”

The format has already been adopted into broadcast standards. It is part of the TV 2.5 standard in Brazil and is included in ATSC 3.0, the next-generation broadcast specification being deployed across the United States. Several U.S. broadcasters, including Sinclair and Gray Media, have already put the technology into production.

Beyond traditional broadcast and streaming, Schönberger sees HDR playing a growing role in augmented reality, virtual reality, and extended reality applications, particularly as wearable devices become more capable. The deeper blacks, brighter highlights, and expanded color palette that HDR enables translate directly into more convincing immersive environments.

“The audience wants to dive completely into the premium content they’ve paid for,” he said.

“HDR extends the contrast ratio and color palette beyond SDR. It shows a more realistic, more detailed, and more immersive picture quality regardless of whether devices support standard definition (SD), high definition (HD) or ultra-high definition (UHD) content.”

Preparing for an HDR Future

Schönberger said the trajectory of the industry is clearly toward dynamic HDR, which adjusts image parameters frame by frame rather than applying a single static setting to an entire program. Doing that at scale, particularly for live content, will increasingly require automated and AI-assisted processing tools.

“Doing this on the fly requires AI-driven or automated tools,” he said. “Dynamic HDR is the future.”

For an industry still managing the long tail of SDR infrastructure while racing to deliver premium HDR experiences, the codec layer may be the least visible but most essential piece of the puzzle. 

Watch the Full Vidcast Interview Here.

Q: MainConcept has been in the codec business for more than three decades. How does that depth of experience shape the way you approach a technology shift like HDR?

Frank Schönberger: It gives you perspective that younger companies simply do not have. We have watched the industry move through analog to digital, standard definition to high definition, file-based workflows to streaming, and now this HDR transition. Each of those shifts created winners and losers, and the difference usually came down to whether a company could support the old infrastructure while building for the new one. That is essentially the same challenge we face today. Our customers cannot abandon their SDR viewers overnight. They need solutions that allow them to move toward HDR without leaving legacy audiences behind, and without doubling their operational costs in the process.

Q: Premium content has always been a differentiator, but you seem to be saying the stakes are higher now. Why?

Schönberger: The number of streaming services competing for subscriber attention has grown dramatically. At the same time, broadcast is losing ground to streaming in most markets. So you have a situation where everyone is fighting for the same viewer, the same subscriber dollar, the same advertising spend. Premium content, and the technology that delivers it at its best, becomes a real competitive lever. HDR is part of that. When it works well, it is genuinely better. Brighter whites, deeper blacks, more vivid colors. It is a more realistic picture. Viewers who have experienced it on a quality display notice the difference, and that matters to the operators paying for it.

Q: HDR is not a single standard. There are at least six formats in active use. How does MainConcept manage that fragmentation?

Schönberger: That fragmentation is one of the more difficult aspects of the current landscape. You have HDR10, HDR10+, Dolby Vision, Hybrid Log-Gamma, PQ, and Advanced HDR by Technicolor, and each of them has different technical requirements and different levels of device support. Our approach is to build support for all of those formats into our encoder software development kits (SDKs) so that our customers are not forced to make an either-or decision. We also have a dedicated universal color space converter that handles the transformation between formats, including conversion back to SDR when needed. The goal is to give operators the flexibility to work within whatever HDR ecosystem their distribution partners and device manufacturers require.

Q: The industry has largely been running dual workflows, one for SDR and one for HDR. What does that actually cost an operator?

Schönberger: It doubles everything. You have double the hardware, double the maintenance, double the operational overhead. For a broadcaster with a large content catalog and multiple distribution channels, that is a significant ongoing expense. And it creates workflow complexity that introduces risk. More moving parts means more opportunities for something to go wrong, especially in live production environments where you have no margin for error. The industry has understood for some time that the goal should be a single pipeline that serves both SDR and HDR audiences from one stream. The question has always been how to get there without degrading quality at either end.

Q: That is where Advanced HDR by Technicolor enters the picture. How does it address the single-stream problem?

Schönberger: Advanced HDR by Technicolor is genuinely well-suited to this challenge because of the way it was designed. It uses embedded metadata and machine learning to deliver a single stream as HDR on devices that support it, while automatically falling back to SDR on those that do not, protecting investments in legacy infrastructure without sacrificing image quality on modern displays. And the machine learning component is important. Traditional SDR-to-HDR conversion relied on static lookup tables, which produced inconsistent results and compressed the HDR signal in ways that undermined the whole point of using HDR in the first place. The adaptive approach in Advanced HDR by Technicolor adjusts on a per-frame basis, which is what you need for live content where lighting conditions are constantly changing. A stadium broadcast at noon looks nothing like the same stadium at dusk, and a static conversion cannot handle that transition gracefully.

Q: Free ad-supported streaming services carry enormous libraries of older content. What specific challenges does that create for HDR delivery?

Schönberger: The scale and inconsistency of legacy content are core issues. When you have a catalog built over decades, you are dealing with content that was produced under completely different technical standards. Different color spaces, different gamma curves, different aspect ratios, varying levels of metadata, some of it analog in origin. There is no single conversion approach that handles all of that uniformly. Each piece of content may need a different treatment to look correct in an HDR environment. And the operational complexity compounds when you factor in live scheduling and dynamic ad insertion, because you may be switching between content from completely different eras and technical backgrounds within a single viewing session. The codec infrastructure has to absorb all of that variation and produce a consistent output stream.

Q: The advertising model is the revenue engine for FAST services. What happens when an HDR program is interrupted by an SDR commercial?

Schönberger: It is a real problem, and it goes beyond aesthetics. When a viewer is watching premium HDR content and an SDR advertisement appears, there is an immediate and jarring shift in brightness and color quality. The viewer notices. In some cases, it looks like something has gone wrong with the broadcast. For an operator who has positioned their service around a premium viewing experience, that is a credibility problem. The ad has to match the quality of the content surrounding it. Our encoders handle that conversion in real time, translating an incoming SDR advertising feed into HDR output without introducing a visible break. The viewer should only notice the ad, not the technical transition.

Q: Where does HDR fit in the emerging world of augmented and virtual reality?

Schönberger: It is a natural fit. The whole premise of immersive content is that you want the viewer to feel present in what they are watching. HDR contributes directly to that by extending the contrast ratio and color palette beyond what SDR can produce, which means the image is closer to what the human eye actually perceives in real life. As wearable devices improve, the display technology will increasingly be capable of rendering HDR content in ways that are genuinely immersive. The production and delivery infrastructure needs to be ready for that. Dynamic HDR, which adjusts image parameters on a per-frame basis rather than applying a single static setting across a whole program, is where that is heading. It is more computationally demanding, but the combination of better processing hardware and AI-assisted automation is making it practical at scale.

Key Takeaways

The HDR transition is not simply a display technology upgrade. It is a fundamental reorganization of how video content gets produced, packaged, and delivered across an increasingly fragmented device landscape. For operators managing legacy content libraries, dual SDR and HDR workflows, and advertising feeds that may arrive in any format, the codec layer is the critical point of integration.

Schönberger’s central argument is that the industry no longer needs to accept the cost and complexity of parallel pipelines. Solutions like Advanced HDR by Technicolor, now available as an MainConcept SDK and already deployed by broadcasters operating under ATSC 3.0, make single-stream delivery viable today. The technology handles the SDR-to-HDR conversion in real time, preserves metadata integrity through the encoding process, and adapts dynamically to the kind of variable content that defines modern broadcasting. For an industry navigating simultaneous pressures from subscriber competition, advertising revenue requirements, and the approaching demands of immersive media, that combination of efficiency and quality may prove to be the most consequential codec development in a generation.

HDR technology’s expansion is pushing the bounds of conservative approaches to the conversion processes based on legacy static look-up tables. Today, production teams are manually compressing the HDR signal to be compatible with the static LUT conversion to obtain a color-accurate SDR signal. This presents a challenge for broadcasting and streaming service providers that see live sports and other major outdoor events as a critical area in their strategic plans but are unable to provide best-quality HDR due to those conversion constraints.

“Constrained HDR is insufficient for advertisers, brands and consumers who are expecting a premium viewing experience in HDR, especially when paying a premium for such HDR subscriptions,” said Rick Dumont, head of business development for HDR at Philips. “This requires that the industry adapt and implement an intelligent and dynamic HDR/SDR conversion process that delivers a viewing experience with the rich contrast and vibrant color of HDR. In addition, dynamic conversion also facilitates manual shading during fast action live outdoor sports events, which is costly and mostly not as accurate as an automated dynamic conversion process, allowing shaders to focus on making the best possible HDR video rather than attempting to optimize SDR video.”

Advanced HDR by Technicolor experts will be on hand during the show at the following location:

• Advanced HDR by Technicolor Meeting Room (Invitation Only) – IABM Lounge, Meeting Room #6

The Advanced HDR by Technicolor team will showcase a single master workflow leveraging dynamic HDR conversion that maintains high quality HDR, while providing best possible SDR at the same time, throughout the content value chain. Experts will demonstrate how dynamic conversion with Intelligent Tone Management outperforms legacy systems based on static LUTs conversion. Visitors will also see a showcase of the latest Nextgen TV conversion devices integrated with Advanced HDR by Technicolor which include: Tolka, MyVelo TV, Geniatech and Zinwell.

Contact us to book a time and learn how to unlock the true value of HDR!

Ends

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 between InterDigital and Philips, it includes formats like SL-HDR1, SL-HDR2, and SL-HDR3, which dynamically optimize and convert 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. Advanced HDR by Technicolor’s partnerships include broadcasters, streaming service providers, TV and conversion box manufacturers, SoC producers as well as hardware and software solution providers. 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.