“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

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.

Here is what he had to say:

STRATEGIC IMPERATIVES

Q: Why is there growing urgency around the HDR conversation in the broadcast and content community?

Mitchell: The promise of HDR has always been to deliver a more dynamic, immersive, and visually rich experience. But right now, the industry is falling short of that promise. Many broadcasters are leaning into predictable workflows built around static lookup tables—which means they’re limiting the HDR signal to ensure compatibility with SDR. That compromise is leading to HDR and SDR versions that look almost identical. If HDR doesn’t visually differentiate itself, it’s hard to justify it as a premium product.

Q: Why are producers playing it safe when HDR can offer more impact?

Mitchell: It comes down to brand consistency. Sponsors want their colors and brand assets—like Coca-Cola red, sports team logos or national flags—to appear exactly as intended. The safest way to ensure that is to compress the HDR range so it maps predictably to SDR. Unfortunately, that “safe” approach minimizes the unique benefits HDR was designed to provide. As a result, we’re seeing situations where even broadcast engineers can’t tell the difference between HDR and SDR versions.

Q: What’s at stake if the industry doesn’t rethink its approach?

Mitchell: If we continue down this path, HDR could become a missed opportunity. Viewers are paying premiums for “HDR-enhanced” streams, and in many cases, they’re not seeing the value. This undermines consumer trust, limits innovation, and prevents advertisers from fully leveraging the format’s potential. There’s a real strategic need to shift toward dynamic HDR workflows that protect SDR integrity without compromising HDR quality.

OPERATIONAL IMPLICATIONS

Q: What are the operational realities driving this static approach?

Mitchell: Live content—especially sports—is unpredictable. Broadcasters value stability and control, and static LUTs offer exactly that. But this predictability comes at the expense of creativity. Many production teams are even shading HDR cameras based on how the SDR version looks, instead of optimizing for HDR first. That’s the wrong incentive structure if we want to unlock the full potential of the format.

Q: How does this affect production teams in real-world scenarios?

Mitchell: A great example came from a sports broadcast service provider we spoke with. They received HDR and SDR feeds from a major live sporting event and couldn’t tell the difference. They actually called the broadcaster to ask if something was wrong. When trained professionals can’t see a difference, we can’t expect the average viewer to perceive value either. That’s a sign that something has to change.

Q: So what needs to happen operationally to shift the paradigm?

Mitchell: First, we need to encourage experimentation in controlled environments—labs, testbeds, and production pilots—where broadcasters can evaluate dynamic workflows without risk. Second, production crews need better tools that give them confidence in the output of HDR-to-SDR conversions. That’s where Advanced HDR by Technicolor comes in. It enables dynamic, frame-by-frame optimization, reducing the need for human intervention and making HDR workflows more predictable and scalable.

FINANCIAL AND ECONOMIC ISSUES

Q: Why should broadcasters and content providers rethink the business case for HDR?

Mitchell: Because viewers are being asked to pay more for HDR content—but many are getting a product that looks nearly identical to SDR. That’s not sustainable. We’re entering a period where visual differentiation is essential to justify premium tiers, and dynamic HDR is how you get there. If HDR continues to under-deliver, platforms risk churn and revenue erosion.

Q: What about advertisers and sponsors—do they benefit from better HDR implementations?

Mitchell: Absolutely. Advertisers want their product to stand out. Properly implemented HDR makes colors pop and highlights more vibrant, giving brands more visual impact. But today’s static workflows often fail to preserve that impact. Once brands see how dynamic HDR can make their messaging more compelling, they’ll become advocates. We just need to bring them into the conversation earlier in the process.

Q: Is there an economic benefit to simplifying HDR/SDR delivery architectures?

Mitchell: Yes. Advanced HDR by Technicolor allows for single-stream delivery using SL-HDR formatting, which eliminates the need for dual-stream simulcasts. That’s a significant bandwidth and operational cost savings—especially in ATSC 3.0 environments where spectrum is tight. One stream, one format, full compatibility with legacy SDR devices—that’s economically and technically efficient.

TECHNOLOGICAL OPTIMIZATION

Q: What sets Advanced HDR by Technicolor apart from other HDR solutions?

Mitchell: Our system is truly dynamic. It uses machine learning algorithms to evaluate each frame and determine the optimal conversion to SDR. This allows content creators to focus on making a great HDR version without constantly worrying about how it will downconvert. The result is more creative freedom, less manual tweaking, and better outcomes on both ends.

Q: How does this affect real-world production workflows?

Mitchell: In traditional workflows, producers are often watching the SDR output and then adjusting the HDR input to fix issues downstream. With dynamic HDR, we flip that model—you optimize the HDR feed first and trust the algorithm to produce an excellent SDR version. That’s a major leap in workflow efficiency and quality assurance.

Q: Does this require a total overhaul of existing infrastructure?

Mitchell: No. One of our goals was to make the technology easy to integrate. We work with standard distribution equipment and support common file formats. Our delivery format is backward compatible, which means no changes are needed on the consumer end. For broadcasters, it’s about software-driven optimization, not hardware replacement.

Q: Is the approach gaining industry validation?

Mitchell: Yes. We’re part of the ATSC 3.0 standard, which speaks to the credibility and scalability of our solution. Broadcasters already using Advanced HDR by Technicolor are seeing real benefits—both in terms of performance and economics. The technology is ready. Now it’s about driving awareness, engagement, and testing so others can see the same results. 

Strategic Imperatives

At its core, HDR is about elevating storytelling through richer contrast, deeper colors, and more immersive visual cues. But many broadcasters—especially those managing live content—default to a cautious approach that limits HDR’s full potential. Why? Brand integrity.

Advertisers demand consistency. Coca-Cola red must look like Coca-Cola red. And static LUTs offer predictability, forcing producers to clamp the HDR signal so it maps sufficiently into SDR. That makes sense from a brand safety perspective—but it narrows the dynamic range of HDR so much that its benefits are lost. In some cases, even experienced professionals reviewing simultaneous HDR and SDR feeds cannot distinguish between the two.

We’re reaching a crossroads. If content providers fail to deliver truly differentiated HDR experiences, audiences will start to question the higher price tag, and brands will miss out on the visual impact HDR can deliver. A format designed to expand creative possibilities risks becoming just another checkbox in a spec sheet—unless we pivot toward more adaptive, dynamic solutions.

Operational Implications

The conservative approach to HDR is especially common in live sports and events, where conditions change rapidly and consistency is critical. Producers shade HDR cameras with SDR in mind, and workflows are tuned to ensure the SDR feed is visually acceptable—even if it means sacrificing HDR performance.

The outcome? A premium-tier HDR feed that feels anything but premium.

We recently spoke with a sports broadcast service provider receiving HDR and SDR streams from a major live event. The feeds looked so similar, they thought something was wrong with the signal. That kind of feedback, coming from trained professionals, reveals a fundamental issue in today’s broadcast chains.

To reverse this trend, content production teams shooting in HDR need the tools and confidence to optimize for HDR first—not SDR. This requires moving away from static, one-size-fits-all conversions and embracing frame-by-frame adaptive HDR workflows. That’s what we offer with Advanced HDR by Technicolor: dynamic tools that allow creatives to focus on producing rich, high-impact HDR, trusting that SDR conversions will follow seamlessly.

Financial and Economic Considerations

From a business standpoint, the case for dynamic HDR is threefold: consumer value, content and advertising visual impact, and delivery efficiency.

Consumers are already being asked to pay more for HDR-enabled subscriptions or streaming tiers. But if HDR fails to deliver noticeable quality improvements, the perceived value declines—and so does the willingness to pay. In a competitive media landscape, where churn is a constant threat, that’s not a risk providers can afford to take.

Advertisers have skin in the game as well. Brands want their messaging to shine—literally and figuratively. HDR, when properly implemented, can make colors more vivid and lighting more lifelike. But the compromises imposed by static workflows often blunt these advantages. The key is to get advertisers into the conversation early—show them what dynamic HDR can do for brand storytelling, and they’ll become powerful advocates for change.

Then there’s the issue of delivery costs. Most broadcasters today send separate streams for HDR and SDR—a costly and complex arrangement. With Advanced HDR by Technicolor, we support SL-HDR, a single-stream format that includes metadata for both HDR and SDR rendering. This streamlining reduces bandwidth, simplifies infrastructure, and aligns well with standards like ATSC 3.0, where spectrum constraints are real.

Technological Optimization

So how does dynamic HDR actually work?

Unlike static LUTs that apply a fixed transformation to every frame, dynamic HDR intelligently analyzes each frame, determines the optimal SDR conversion in real time, and records the conversion characteristics in metadata. This allows producers to focus entirely on making the best possible HDR content, without constantly worrying about downstream compatibility.

In traditional workflows, SDR is the priority. Producers tweak HDR inputs until the SDR output looks “good enough.” With dynamic HDR, that model flips. HDR becomes the hero format, and SDR follows—without compromise.

And the best part? It’s all backward compatible. Our technology works with standard distribution tools and consumer devices such as TVs and set-top boxes. 

The Advanced HDR by Technicolor solution passes a single stream in SDR along with metadata to achieve a dynamic conversion process, allowing the lossless reconstruction of HDR on the receiving HDR-enabled devices of viewers. Consumers viewing content on SDR devices will continue to enjoy uncompromised video quality in SDR.

By taking this approach, it’s not about replacing infrastructure; it’s about augmenting it with smarter, more responsive software.

We’ve already seen validation in the market. Advanced HDR by Technicolor is included in the ATSC 3.0 specification, and broadcasters using it today report better visual results, fewer operational headaches, and lower delivery costs. The technology is proven. The question now is: Will the industry adopt it fast enough to meet growing expectations?

To unlock the full value of HDR, we need to rethink the production chain—not just from a technical standpoint, but from a creative, operational, and economic one. HDR was never meant to be a checkbox; it was meant to transform how stories are told and experienced.

Dynamic HDR gives us the tools to finally deliver on that promise. The industry’s next step is clear: test, evaluate, and embrace the workflows that put HDR’s strengths front and center. The result will be not only better images—but a stronger, more future-ready content ecosystem.  

This bylined article appeared in Streaming Media here.