“We’re committed to delivering the best possible picture quality and compatibility to our customers,” said Mark Jensen, CEO and Co-founder of MyVelo TV. “Integrating Advanced HDR by Technicolor allows us to support the new and increasingly adopted ATSC 3.0 standard while maintaining backward compatibility. It reinforces our mission: providing choice, accessibility, and cost-effectiveness to consumers.”

MyVelo TV Premiere: A New Standard in Free and Streaming TV

Premiere is a NextGen Smart TV box, combining free over-the-air TV and popular OTT streaming services in a single, easy-to-use device. Designed for maximum compatibility, it supports a wide range of television displays, including older models that may not natively handle HDR content.

Premiere will now support Advanced HDR by Technicolor’s SL-HDR1, a dynamic HDR solution that optimizes SDR and HDR content in real-time for more lifelike images and rich contrast, particularly useful for live sports—a central focus of MyVelo TV’s programming and user engagement strategy.

“Live sports are a major part of our content focus,” added Jensen. “Of the 20 new video ads we’re rolling out this season, 15 are centered around sports. From auto racing to pickleball, our viewers are passionate about free, high-quality sports content — and Advanced HDR helps us make that experience even more immersive.”

A Complete HDR Ecosystem Powered by MyVelo TV

Premiere will be the first of several products from MyVelo TV to integrate Advanced HDR by Technicolor as the company looks to standardize high-performance viewing across its entire hardware family. The box will be available wherever the ATSC 3.0 standard is adopted — including the United States, Jamaica, Trinidad and Tobago, the U.S. Virgin Islands, Puerto Rico, and soon Canada, Mexico, and Brazil on the horizon.

“We believe Premiere will be the most comprehensive and compliant set-top receiver available for NextGen TV — covering every major HDR profile listed in the ATSC 3.0 spec,” said Steve Calzone, CTO and Co-Founder of MyVelo TV. “That gives consumers peace of mind and exceptional performance, now and into the future.”

This collaboration with MyVelo TV represents a milestone moment in the adoption of Advanced HDR by Technicolor.

“By bringing SL-HDR1 to a consumer-focused platform like MyVelo TV Premiere, we’re making next-generation visual experiences more accessible than ever before. It’s a meaningful step in our mission to deliver superior picture quality — especially for live sports and broadcast content — while ensuring full compatibility with today’s diverse range of TVs,” said Rick Dumont, Head of Business Development for HDR at Philips.

ENDS

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 Smart TV boxes that work with both new and legacy TVs. 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.

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 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.