As streaming services compete aggressively for live sports rights, another viewing option is quietly evolving in broadcast television. A growing number of U.S. stations are upgrading their signals with high dynamic range (HDR) technology as part of the ATSC 3.0 “NextGen TV” transition, allowing viewers to watch live sports with enhanced picture quality using free over-the-air broadcasts.

For college basketball fans following the March tournament, the picture quality of a game can be nearly as important as the score. HDR technology expands contrast, brightness, and color range, enabling televisions to display deeper shadows, brighter highlights, and more detailed colors. During live basketball games, these improvements can make elements such as team uniforms, arena lighting, sponsor logos and reflections on the court surface more visible while maintaining image clarity during fast-moving plays like transitions, dunks, and last-second shots. 

Sports broadcasts are particularly well suited to HDR because they combine rapid motion with shifting lighting conditions inside arenas. Broadcast engineers say the technology helps maintain visual consistency throughout a game, producing an image that more closely reflects how the human eye perceives the event in person. 

The HDR capability is being introduced as part of the broader rollout of NextGen TV, the newest broadcast standard in the United States. The technology allows local television stations to upgrade video quality and audio formats while continuing to deliver programming free over the air.

Many modern televisions — including HD, Full HD, UHD, and 4K models — already support HDR features. Viewers who want to take advantage of HDR broadcasts may need three things: a television with HDR capability, access to a NextGen TV broadcast in their market, and in some cases a compatible tuner or receiver along with an antenna.

In markets where broadcasters have launched NextGen TV signals, some stations are transmitting sports and other programming in HDR formats such as Advanced HDR by Technicolor as part of their upgraded broadcasts.

As the NextGen TV rollout continues across the country, broadcast HDR is becoming another option for viewers who want to watch live sports with improved picture quality. For fans following March college basketball, it also highlights how free over-the-air television continues to evolve alongside streaming services as a way to watch major sporting events at home.

Today, Advanced HDR by Technicolor announced that MyVelo TV has integrated the Advanced HDR by Technicolor solution into its Premiere conversion box based on the latest Amlogic flagship system-on-chip (SoC), with plans to extend support across other product lines in the future. 

MyVelo TV’s Premiere conversion box is available for order today and expected to ship in mid-2026 for markets across North America, South America and the Caribbean.        

Driven by strong consumer feedback in major test markets, MyVelo TV has made high dynamic range (HDR) a core feature across its NextGen Smart TV products — with a focus on making HDR simple and automatic for consumers.

“MyVelo TV believes consumers shouldn’t have to understand HDR standards to enjoy better picture quality,” said Mark Jensen, Chief Executive Officer and Co-Founder of MyVelo TV. “Different HDR technologies excel in different scenarios — cinematic movies, live sports, or broadcast television. With the addition of Advanced HDR by Technicolor we support all major HDR formats, our Premiere conversion box automatically delivers the best possible picture for each viewer’s TV screen. This approach removes complexity for consumers while fully unlocking the promise of NEXTGEN TV.”

By integrating Advanced HDR by Technicolor alongside other leading HDR formats, MyVelo TV’s Premiere platform is designed to support the technical objectives of NEXTGEN TV deployments and emerging conversion box categories being defined by the industry and broadcasters. This multi-HDR capability positions MyVelo TV as a strong candidate for future mass-market conversion solutions as ATSC 3.0 adoption accelerates nationwide.

Meeting that demand at scale, however, depends on parallel investments by broadcasters as they roll out ATSC 3.0 channels and services nationwide.

“The continued expansion of ATSC 3.0 channels and services is driving a market need for HDR-enabled NEXTGEN TV conversion boxes and TVs,” said Matthew Goldman, vice president of strategic and technical initiatives for Sinclair, Inc, which implements Advanced HDR by Technicolor in over 150 ATSC 3.0 channels across the US, as well as on Sinclair’s digital channels. “The enhanced picture improvements delivered by HDR provide an exciting technological development for both broadcasters and viewers. That is why Sinclair has deployed more HDR channels than all other US broadcasters combined. The partnership between Advanced HDR by Technicolor and MyVelo TV is a proof point that the ecosystem is coalescing to ensure that consumers can enjoy NEXTGEN TV content in HDR.”  

That market momentum is reinforced by how quickly viewers recognize the value of HDR once it is delivered consistently and without friction, particularly in high-impact programming such as live sports.

“When people see HDR content, they immediately notice the difference — especially when enjoying sports and other live events,” said Rick Dumont, head of business development for Advanced HDR by Technicolor. “As the industry evolves from standard dynamic range (SDR) technology to HDR, it is important to remember that broadcasters, distributors, and consumers are all at different points in the upgrade cycle. The Advanced HDR by Technicolor solution addresses this challenge during the transition to NEXTGEN TV (ATSC 3.0) by embedding HDR metadata into the SDR signal. Broadcasters can efficiently send one transmission, and consumers’ devices interpret that signal as either SDR or HDR depending on their capabilities. This creates a migration path that leaves no one behind as the industry evolves with NEXTGEN TV.” 

###

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 MyVelo TV

MyVelo TV is a next-generation entertainment platform that combines the best of broadcast and streaming in one powerful, easy-to-use device. Designed to maximize value and flexibility for consumers, MyVelo TV provides access to free, live, and on-demand content through a family of NextGen TV Advanced boxes that empower your existing television. Based in Atlanta, Georgia, we are committed to revolutionizing home entertainment by offering a comprehensive, user-friendly solution for accessing both subscription-based and free television content. To learn more about MyVelo TV visit: https://www.myvelotv.com.

Advanced HDR by Technicolor and BitRouter announced that the ZapperBox quad tuner and dual tuner product line will add support for Advanced HDR by Technicolor technology to provide a superior HDR viewing experience. Manufactured by BitRouter, ZapperBox is a NEXTGEN TV and ATSC 1.0 receiver that delivers an optimized viewing experience in high dynamic range (HDR) while enabling the seamless transition from standard dynamic range (SDR) to HDR over free NEXTGEN TV broadcasts.

The ongoing deployment of NEXTGEN TV in North America, also known as ATSC 3.0, and DTV+ in Brazil, which utilizes many elements of ATSC 3.0 and was previously referred to as “TV 3.0”, illustrates the growing momentum for these new and advanced broadcast standards. To enjoy free over-the-air (OTA) content in HDR, consumers will need a NEXTGEN TV or a NEXTGEN TV receiver connected to a HDR-enabled TV. BitRouter’s HDR integration demonstrates how the ecosystem works together to ensure the transition to ATSC 3.0 doesn’t leave the audience behind.

“Features such as 4K and HDR have driven consumers to expect excellent image quality from their received video content. At the same time, video consumption has never been higher,” said Gopal Miglani, the founder and president of BitRouter. “The partnership between BitRouter and Advanced HDR by Technicolor along with others in the ecosystem is a strategic step that supports the growing availability of NEXTGEN TV content in HDR and consumers’ ability to access that content through HDR-enabled, ATSC 3.0-ready TV receivers.” 

“Device manufacturers across the industry are recognizing the impact that HDR has on consumer perception of video content,” said Rick Dumont, head of business development for Advanced HDR by Technicolor. “NEXTGEN TV receivers like BitRouter’s ZapperBox enable TVs that do not have the NEXTGEN TV functionality to receive this high quality free broadcast content, and the deployment of these receivers with Advanced HDR by Technicolor technology allows consumers to maximize their picture quality to enjoy the full benefit of NEXTGEN TV over previous broadcast reception like ATSC 1.0. The Advanced HDR by Technicolor solution combines SDR and HDR in a single signal, so consumers will always have the best possible video experience without needing to worry about having the right TV at home. Our partnership with BitRouter makes it easier for consumers to enjoy HDR content and is an integral part of ensuring the successful rollout of NEXTGEN TV across markets in the US.”

###

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. 

About BitRouter

BitRouter is a TV & set-top box software company and ZapperBox is a NEXTGEN TV consumer electronics brand owned by BitRouter. BitRouter’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.  

Advanced HDR by Technicolor and Zinwell, a leading provider of digital cable, satellite, wireless equipment, 5G and Internet of Things products, are teaming up  to integrate the Advanced HDR by Technicolor technology onto next-generation ATSC 3.0 conversion boxes manufactured by Zinwell for the North America market.

“Consumers increasingly expect higher picture quality across platforms, while broadcasters are moving toward advanced video formats with the rollout of ATSC 3.0,” said Paul Wu, vice president of sales division III at Zinwell. “HDR has become a vital feature for delivering a premium viewing experience. The incorporation of the Advanced HDR by Technicolor solution enables Zinwell to meet evolving consumer demands.”

The Zinwell team is already working with Philips, one of the developers of Advanced HDR by Technicolor, to integrate the Advanced HDR by Technicolor solution to Zinwell’s conversion box powered by Amlogic system-on-chip. System optimization is also underway as well as testing to ensure compatibility with broadcaster workflows and various display devices.

“Zinwell’s integration of Advanced HDR plays a significant role in these early days of ATSC 3.0 adoption,” said Rick Dumont, head of business development for Advanced HDR by Technicolor. “HDR-enabled conversion boxes, such as Zinwell’s product line, allow consumers with non ATSC 3.0 TVs to enjoy premium viewing experiences in HDR from an ATSC 3.0 broadcast. As the ecosystem makes the shift to ATSC 3.0, HDR capabilities continue to grow.”

“ATSC 3.0 services continue to expand across America, generating the need for HDR-enabled conversion boxes and displays,” said Matthew Goldman, vice president of strategic and technical initiatives for Sinclair, Inc, which implements Advanced HDR by Technicolor in over 150 ATSC 3.0 channels across the US, as well as on Sinclair’s digital channels. “HDR offers an exciting picture improvement to television services, and Sinclair has deployed more HDR channels than every other broadcaster combined. This partnership between Zinwell and Advanced HDR by Technicolor is an important step for building an ecosystem where consumers can enjoy NEXTGEN TV content in HDR.”

Through the seamless collaborations with the technical teams of Amlogic and Advanced HDR by Technicolor, Zinwell has completed integration of Advanced HDR by Technicolor in Zinwell NEXTGEN TV Box and will launch in the American market soon.

###

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 Zinwell

Founded in Taiwan in 1981, Zinwell is a provider of digital cable/satellite/terrestrial receiving equipment, broadcast and broadband communication equipment, IPTV receiving equipment, and wireless equipment. As a leading enterprise in these fields, Zinwell has discreetly laid the groundwork for long-term growth. Committed to strengthening its workforce and technical excellence, Zinwell prioritizes teamwork and innovation in its product development. Zinwell serves customers worldwide and actively engages with international partners and standards ecosystems, including those in the United States. 

In celebration of America’s 250th anniversary, Advanced HDR by Technicolor announced that seven public TV stations have deployed ATSC 3.0 and are enabled with Advanced HDR by Technicolor, marking a major milestone for accessible, free, over-the-air (OTA) public TV. Maryland Public Television (MPT) in Baltimore, Maryland; WPTD in Dayton, Ohio; WXXI in Rochester, New York; PBS Reno in Reno, Nevada; Nebraska Public Media in Omaha, Nebraska; Nashville PBS in Nashville, Tennessee; and KBTC in Tacoma, Washington are now delivering content in Advanced HDR by Technicolor.

This is a significant development for public TV stations, which were initially excluded from channel sharing agreements formed by commercial stations in major markets at the start of the ATSC 3.0 rollout. As the deployment of ATSC 3.0 with Advanced HDR by Technicolor grew, numerous commercial broadcasters as well as public TV stations have begun implementation. There are now over 150 ATSC 3.0 channels/services broadcasting in Advanced HDR by Technicolor each day and every hour. 

“The backward compatibility of Advanced HDR by Technicolor makes it possible for public broadcasters to improve picture quality without creating barriers to ensure equitable services,” said Ling Ling Sun, vice president of technology for Maryland Public Television. “The Advanced HDR by Technicolor solution is in complete alignment with the mission of public TV. From an operational standpoint, Advanced HDR by Technicolor does not require meaningfully more bandwidth or parallel transmissions. The technology enables Maryland Public Television to enhance over-the-air television, reengage our audience and reinforce the relevance of this free, universally accessible public media.” 

Public TV stations are currently moving rapidly through a technological transformation. Nebraska Public Media launched the nation’s first Broadcast Enabled Streaming TV (BEST) channel, which is a Full HD (1080p) hybrid OTA & broadband transmission with Advanced HDR by Technicolor that consumers can find on connected TVs as a broadcast virtual channel or access on the internet. Nebraska Public Media also deployed a customized RUN3TV-based Broadcaster Application, on its BEST channel, which integrates linear programming, on-demand content and interactive services within a single IP native interface. Maryland Public Television is currently in the process of acquiring a license for the RUN3TV app.      

“The Advanced HDR by Technicolor solution is a perfect match for public media. Through the single stream transmission of Advanced HDR by Technicolor, consumers with HDR-enabled TVs, HDR-enabled receivers or conversion boxes can enjoy public media content with the rich contrast and vibrant colors that high dynamic range capabilities deliver. Consumers with standard dynamic range (SDR) TVs receive high quality in SDR without disruption while accessing exactly the same transmission,” said Rick Dumont, head of business development for Advanced HDR by Technicolor. 

The deployment of ATSC 3.0 with Advanced HDR by Technicolor is a critical infrastructure upgrade for public media, enabling public TV stations to deliver a hybrid OTA and over-the-top service. 

“The Advanced HDR by Technicolor solution allows public broadcasters to continue meeting viewers where they are while sustaining free television in HDR over the long-term. It is clear that public TV stations are innovating quickly and shaping the future of TV,” Dumont concludes.  

### 

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.