The most effective path to a better viewing experience, he said, comes from HDR, which also enhances brightness, contrast, as well as color depth to create a more realistic image.

Industry experts and colorists say HDR combined with standard high-definition resolution can deliver roughly 85% of the total perceived improvement in picture quality. This shifts the definition of picture quality away from pixel count and toward how images are rendered. A higher range of brightness, made possible by HDR, therefore also provides a perceived higher resolution.

According to Miglani, before increasing the number of pixels, it is important to ensure that the available pixels can each contribute to a sharper picture by adding a higher brightness range, which means adding HDR.

“TV manufacturers have amplified the benefits of 4K resolution for years, supporting the idea that more pixels equals a better viewing experience,” explained Miglani. “It is a narrative that’s easier to tell consumers, because it looks like simple math. Explaining the benefits of HDR is more difficult. However, when you provide consumers with a side-by-side comparison of TVs with and without HDR, the difference is clear. HDR displays win.”

That contrast reflects how modern TVs actually perform, where built-in upscaling reduces the impact of higher resolution while HDR improves brightness, contrast, and color in ways viewers can more easily perceive.

“The TVs available today are highly likely to be 4K capable, and the latest TVs and conversion boxes are able to upscale 1080p content up to 4K,” said Miglani. “This delivers about a 10% to 15% improvement in the viewing experience, which is modest compared to the visual improvements offered by HDR.”

Consumer Misconceptions

After years of marketing focused on resolution, many consumers assume that upgrading to 4K will always deliver a better picture. In practice, the benefits of 4K often depend on viewing distance, screen size, and content quality. In addition, HDR has often been marketed in relation to 4K, to the point that consumers are unaware that HDR is available for any resolution, like the widely available 1080p (2k) and even 720p (1k) resolutions.

“One of the most common misconceptions is that upgrading to 4K is always better,” Miglani said. “To truly see the difference, viewers need to sit close enough to the screen, have a high-quality TV, and know what details to look for.”

Another common assumption is that more pixels automatically result in a better image. In reality, HDR enhances the elements the human eye is most sensitive to, including contrast and color variation.

“Resolution defines the number of pixels available on a TV screen. HDR, on the other hand, delivers brighter highlights, deeper shadows, and richer colors,” he said. “With HDR, more information is dedicated to color and differences in brightness, which makes those improvements stand out.”

Those improvements are already being delivered to viewers as broadcasters deploy HDR over the air.

“For consumers waiting for more 4K content, it is important to note that HDR content is already available today from over-the-air broadcasts, including stations owned by Gray Media and Sinclair,” said Miglani.

Why This Shift Matters

The transition to next-generation broadcast standards is accelerating the move toward HDR.

Broadcasters across the United States are shifting from ATSC 1.0 to ATSC 3.0 (also called NextGenTV), a newer format that supports HDR, higher frame rates, improved audio, and 4K resolution. However, bandwidth constraints are influencing how these capabilities are deployed.

HDR with 1080p (full HD) or 720p (HD) requires significantly less bandwidth than full 4K video, making it a more practical way for broadcasters to improve picture quality and deliver more channels over the same available bandwidth. Streaming services also receive a significant bandwidth savings when HDR is paired with lower resolutions than 4K. For consumers enjoying these streaming services, the lower bandwidth means a more stable delivery of wireless indoor (Wi-Fi) and outdoor (cellular) service, with less interruptions.

As a result, many broadcasters are prioritizing HDR with 1080p resolution rather than delivering full 4K streams. This approach allows them to provide a more noticeable improvement in picture quality without exceeding bandwidth limits.

What Consumers Should Look For

For consumers shopping for a new TV, HDR support should be a primary consideration.

In addition to HDR capability, buyers should evaluate audio quality and whether the TV is optimized for broadcast or streaming environments, with resolution becoming a secondary factor in overall picture quality.

“There are several HDR formats available today,” Miglani said. “HDR10 and HLG are more basic standards, while Dolby Vision and Advanced HDR by Technicolor offer more sophisticated capabilities.”

He added that for consumers watching over-the-air television, antenna quality remains critical.

“If a consumer wants to watch TV over the air, the most important factor is the antenna,” he said. “Professional installation can make a significant difference in performance.”

A Shift in Focus

Whether 4K and even 8K content becomes available, the industry will continue to evolve. However, TV and hardware manufacturers, broadcasters and streaming service providers are increasingly focused on improving how each pixel is displayed rather than simply increasing the number of pixels on the screen. Rising concerns about sustainability, such as the Ecodesign Directive in the EU, means power-hungry 4K and 8K resolutions are less attractive when seen through the perspective of reducing energy use and carbon emissions. 

For consumers, that shift suggests that better picture quality may come not from more resolution, but from better use of the resolution they already have.     

Watch the Full Vidcast Interview Here. 

The ongoing deployment of NEXTGEN TV (ATSC 3.0) in North America—and the introduction of DTV+ in Brazil, which leverages many elements of ATSC 3.0—signals accelerating global momentum behind next-generation broadcast standards. To enjoy free OTA content in HDR, consumers need an HDR-enabled receiver. By pairing Amlogic-powered converter boxes with Advanced HDR by Technicolor, device makers can help ensure that more households can benefit from improved contrast, brightness, and color performance as broadcasters expand HDR programming.

As a leading system-on-chip manufacturer, Amlogic powers a broad range of operator and retail receiver devices worldwide. This scale helps accelerate ecosystem adoption by enabling multiple converter box manufacturers to deliver consistent HDR experiences on a widely deployed silicon platform.

“As NEXTGEN TV adoption accelerates, consumers expect premium picture quality from free over-the-air broadcasts, including HDR,” said James Xie, SVP, Corporate Business Strategy at Amlogic. “By enabling Advanced HDR by Technicolor on our widely adopted converter box platforms, we’re helping OEM partners bring a consistent, high-quality HDR experience to market faster and at scale—supporting a growing ecosystem of consumer devices.”

“Device manufacturers across the industry are recognizing the impact HDR has on consumer perception of video quality,” said Rick Dumont, head of business development for Advanced HDR by Technicolor. “NEXTGEN TV converter boxes extend ATSC 3.0 reception to TVs that don’t have built-in NEXTGEN TV capability, and integrating Advanced HDR by Technicolor enables consumers to maximize picture quality on compatible displays. Because our solution can carry SDR and HDR in a single signal, viewers can receive the best possible experience without needing to worry about TV compatibility. We look forward to continued partnership with Amlogic and other receiver brands to bring NEXTGEN TV content in Advanced HDR by Technicolor to viewers.”

###

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  Philips and Technicolor, 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 Amlogic

Amlogic is a fabless semiconductor company specializing in system-on-chip (SoC) solutions for consumer and commercial applications. Our products power devices such as TVs, set-top boxes, audio systems, Edge AI platforms, and wireless communication technologies. Our SoCs feature cutting-edge hardware, including low-power multimedia processing, advanced edge AI accelerators, robust on-chip security, high-performance CPUs and GPUs, versatile I/O interfaces, and efficient communication subsystems. With user-friendly development systems and comprehensive turnkey solutions, we empower our customers to quickly bring innovative, market-leading products to life. Founded in Silicon Valley with R&D support, and sales offices worldwide. To learn more about products of Amlogic visit: https://www.amlogic.com

“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.  

###

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.

###  

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.