NOTE: What follows is an edited conversation that explores the strategic, operational, financial, and technological issues shaping the rollout of ATSC 3.0. 

Here is what they had to say:  

STRATEGIC ASSESSMENTS

BTR: Mark, let’s start with the big picture. ATSC 3.0 is no longer brand new, but it’s still early in its mainstream rollout. From your perspective, why are conversion boxes suddenly so important to this transition?

Jensen: Consumers are asking for better picture quality, immersive audio, and easy access to free content. Conversion boxes powered by ATSC 3.0 enable those features — HDR, cinematic sound, and enhanced interactivity. But most people are not replacing their televisions every year. The typical replacement cycle is five to seven years, so even though some models are shipping with NextGen tuners, adoption is slow. HDMI-connected conversion boxes give consumers immediate access to those features at a relatively low cost. They’re the critical link that allows the rollout to move forward without waiting for the hardware cycle.

BTR: Alex, from your vantage point, what does this mean strategically for middleware providers like Tolka?

Day: ATSC 3.0 is not just an upgrade — it’s a completely new data delivery protocol. It brings requirements for 4K resolution, interactivity, advanced emergency alerting, and HDR. To support that, we need more powerful chipsets and the ability to run interactive browsers. That is a lot of complexity to put into a consumer device. Our job is to make sure the middleware abstracts that complexity so conversion boxes can deliver a seamless experience. Strategically, it’s about bridging legacy and next-generation systems without creating barriers for manufacturers or consumers.

BTR: Rick, how does HDR fit into the strategic equation?

Dumont: HDR is central to consumer perception. When people see it, they immediately notice the difference — especially in sports and live events. But you cannot just flip a switch from SDR to HDR. Broadcasters, distributors, and consumers are all at different points in the upgrade cycle. Advanced HDR by Technicolor, referred to in the standards community as SL-HDR, solves that by embedding HDR metadata into the SDR signal. Broadcasters can send one stream, and devices interpret it as either SDR or HDR depending on their capabilities. Strategically, that creates a migration path that doesn’t leave anyone behind.

OPERATIONAL IMPERATIVES

BTR: Mark, what operational challenges do you face when integrating ATSC 3.0 into an all-in-one entertainment platform?

Jensen: The challenge is making the experience effortless. Consumers don’t want to worry about formats or standards. They just want the best picture quality automatically. That means our boxes have to support every HDR standard currently in use and deliver the right output to whatever TV is connected. It also means integrating both broadcast and broadband reception paths. ATSC 3.0 is essentially an IP signal, just like streaming over the internet. We merge those paths so consumers can access free over-the-air programming, free over-the-top programming, and subscription services — all in one place.

BTR: Alex, what does that mean for middleware?

Day: It’s about flexibility and backward compatibility. Many televisions already have HDMI ports, so conversion boxes can serve content in a format the TV understands. But middleware has to manage more than just video. ATSC 3.0 enables interactive applications, targeted advertising, and advanced emergency alerts. Those features require browsers, databases, and protocols that can run inside the device. Middleware ensures all of that works together, regardless of whether the consumer is using a high-end device with all the bells and whistles or a low-cost box that just delivers the basics.

BTR: Rick, operationally, how do you make HDR work across live content, especially in sports?

Dumont: Live sports are the proving ground. If you’re watching a soccer match and a player runs from shadow into bright sunlight, static HDR conversion simply cannot keep up. Advanced HDR by Technicolor’s dynamic processing adjusts frame by frame. That allows broadcasters to automate the process and deliver consistent quality without relying on manual adjustments in a production truck. Operationally, it means the HDR experience is scalable to live events, which is where adoption will really take off.

FINANCIAL IMPLICATIONS

BTR: Mark, let’s talk economics. How does ATSC 3.0 change the financial equation for consumers and broadcasters?

Jensen: Consumers are frustrated with the complexity of multiple subscriptions and apps. They just want to know where to find the local game or the latest news. By combining broadcast TV with streaming options, our platform simplifies the process by showing them where to watch, if it is available for free, or if it’s available through a subscription they already have. That reduces costs and creates transparency. For broadcasters, ATSC 3.0 enables new revenue models through targeted advertising and interactive features. For device makers, conversion boxes represent a new market that accelerates adoption without waiting for the TV replacement cycle.

BTR: Alex, do you see cost as a differentiator in the middleware space?

Day: Absolutely. ATSC 3.0 is complex, but complexity cannot mean higher costs for consumers. That’s why we focus on turnkey solutions that allow manufacturers to deploy quickly. You need high-end devices with every feature, but you also need low-cost devices that just deliver the signal. Middleware has to support both. Backward compatibility ensures consumers can access services regardless of device tier, which is what makes the standard usable for everyone.

BTR: Rick, HDR is often perceived as bandwidth intensive. How do you address cost and efficiency in that area?

Dumont: The perception is that HDR requires more bandwidth because it delivers more information. But Advanced HDR by Technicolor separates the HDR metadata from the core video signal. That allows broadcasters to send both SDR and HDR in the same stream with less than one percent bitrate overhead. For over-the-air broadcasters, who don’t control what devices consumers have, that’s critical. For streamers, it means they can deliver HDR quality without significantly increasing costs. Lower bandwidth for the same service means a more reliable and stable connection as well as less impact on monthly data packages for mobile users. Financially, it’s about providing better quality without adding expensive infrastructure or consuming more spectrum.

TECHNOLOGY DEVELOPMENT

BTR: Mark, how do you handle the wide range of HDR formats that exist today?

Jensen: We recognized early that no single HDR format would fit every use case. Some HDR standards are better for cinema, others for live sports. That is why we are unique in the marketplace and support them all, so the consumer doesn’t have to worry about whether they are getting the best possible picture quality. By building the “cookbook” for each standard into the device, we can always deliver the best possible picture. That way, when a consumer plugs our box into their HDMI port, they get the optimal output for their screen, whether it’s SDR, HDR10, HDR10+, Dolby Vision, or Advanced HDR by Technicolor.

BTR: Alex, what does technology development look like from Tolka’s perspective?

Day: It’s about integrating new capabilities into middleware while keeping the footprint manageable. We work closely with chipset vendors to ensure devices can handle ATSC 3.0 features without becoming too expensive or power-hungry. That includes supporting advanced emergency alerts, interactive advertising, and hybrid broadcast-broadband applications. The technology roadmap is about scalability — supporting advanced use cases in premium devices while ensuring entry-level devices can still deliver core services.

BTR: Rick, how does Advanced HDR by Technicolor evolve to meet new demands?

Dumont: We focus on automation and compatibility. HDR works beautifully in post-production, but live sports require real-time processing. That’s where our dynamic metadata approach shines. It adjusts automatically, frame by frame, without manual intervention. We also prioritize backward compatibility. A broadcaster cannot know what kind of device a consumer has, so the same stream must work for SDR and HDR displays. That’s what makes SL-HDR unique. Technologically, it’s about enabling uncompromised HDR in live, real-world environments.

BTR: Let’s talk global markets. How are other countries approaching ATSC 3.0?

Day: The lessons from the U.S. rollout are being closely watched. In India, ATSC 3.0 is being considered for “direct-to-everything” applications — not just TV, but cars, phones, tablets, and digital signage. That leapfrog opportunity is very real. In Brazil, the government just adopted ATSC 3.0 as a national standard. The president signed it into law, and manufacturers are already working to deliver compliant chipsets. That could move even faster than the U.S.

Dumont: International adoption is especially promising for HDR. In Brazil, over-the-air viewing is even more common than in the U.S. That makes spectrum-efficient HDR a powerful value proposition. It allows broadcasters to deliver premium quality without adding cost. With major events like the 2026 World Cup on the horizon, these markets could demonstrate how quickly adoption can happen when the right mix of regulation, technology, and consumer demand is in place.

BizTechReports Conclusion:

The executives agreed that the television ecosystem does not need to collapse in order for NextGen TV to scale. Instead, a hybrid model — with IP delivered from both broadcast towers and the cloud, decoded by affordable and upgradeable conversion boxes — can extend the life of existing screens while enabling the richer color, contrast, and audio that consumers already expect from mobile devices and theaters. 

Why Conversion Boxes and Why Now

Consumers want picture quality, immersive audio and simple access to free content, Jensen said. “ATSC 3.0 enables many of the features that viewers are asking for, such as enhanced picture quality and cinematic sound,” he explained. “It is becoming very important in bringing the type of video experience that people expect.”

ATSC 3.0 enables all three by offering a range of new capabilities, including full HDR in HD and 4K workflows, enhanced audio and interactive services. Those benefits only reach households that can receive and render the new signals. Although new televisions are beginning to ship with NextGen tuners, the long replacement cycle of five to seven years means widespread adoption is moving slowly,” Jensen said. HDMI-connected conversion boxes, by contrast, can be added quickly and at relatively low cost. These devices are becoming the critical link that allows consumers to access NextGen features immediately, without waiting for the slower turnover of television sets.

Day said the demands on middleware providers are significant, as efforts accelerate to make new capabilities available to conversion box providers. “ATSC 3.0 is an entirely new data delivery protocol,” he noted. “It brings in requirements for 4K, interactivity, advanced emergency alerting and HDR. That means using more powerful chipsets and integrating browsers that can run interactive features for consumers. It’s quite a lot to put together,” Day said. Those layers of complexity underscore why conversion boxes must be designed not only to handle new features, but also to support legacy systems. That balance — bridging the old and the new — is central to the NextGen rollout.

Backward Compatibility Without Backsliding

To that end, the panelists addressed another key industry challenge. The shift from standard dynamic range to high dynamic range cannot happen right away. Production trucks, distribution networks and home displays vary in capability. Dumont explained that Advanced HDR by Technicolor, referred to in the standards community as SL-HDR, was designed to meet this challenge. “You cannot just switch from SDR to HDR overnight,” he said. “At every step — from capture to distribution to the home — you need solutions that allow broadcasters to deliver HDR content without leaving legacy viewers behind.”

By transmitting SDR with dynamic HDR metadata, SL-HDR enables broadcasters to send one signal that can serve both SDR and HDR displays. “That means you don’t need separate channels, which would be costly,” Dumont said. “And the overhead is very small, maybe one percent, which makes it efficient for both streaming and broadcast.”

Jensen added that the goal for device makers is to keep the complexity invisible to consumers. “We support all of the HDR standards that are in use today,” he said. “The consumer shouldn’t have to worry about HDR formats — they simply expect the best possible picture quality on their screen every time.”

Live Sports as the Proving Ground

Live sports are the ultimate test for HDR, the experts agreed. Dumont emphasized that Advanced HDR by Technicolor’s dynamic processing is essential. “If you are watching outdoor sports like soccer, where a player can run from shadow into bright light, static conversion simply cannot keep up,” he explained. “You need to automate the adjustment frame by frame so the viewer always sees the true image. Otherwise, the quality will collapse in real time.”

Jensen said that this is particularly important for MyVelo TV’s customers. “Resolution is one thing, but HDR delivers the contrast and color accuracy that people actually notice,” he said. “Sports look extremely good with HDR because you feel like you are right there at the event.”

Economics of Choice and Discovery

The panel also pointed to economic factors driving interest in conversion boxes. Jensen said viewers want a simpler way to find programs without managing multiple subscriptions. “If you want your local game or the latest news, it’s become very hard to figure out which service you need,” he said. “By combining broadcast TV with free streaming services, our platform can show consumers where they can watch for free or through subscriptions they already have.”

Day noted that flexibility across device tiers is also crucial. “You need both high-end devices with every feature and very low-cost devices for people who just want a basic signal,” he said. “Backward compatibility and simplicity are what make the standard usable for everyone.”

From U.S. Pilot to Global Template

The lessons from the U.S. transition to ATSC 3.0 are being closely watched in global markets, where broadcasters and policymakers see an opportunity to skip legacy infrastructure and move directly to next-generation digital capabilities.

Day highlighted developments in India, where ATSC 3.0 is being considered for “direct-to-everything” applications beyond television. “They are looking at delivering data to cars, phones, tablets and even digital signage,” he said. “That’s a very exciting expansion of what the standard can do.”

Brazil recently adopted its own variant of ATSC 3.0. “The president of Brazil signed it into law, and although it includes features that no current chipset supports, manufacturers are already working to deliver hardware by next year,” Day said.

Dumont stressed that the international market is especially promising for Advanced HDR by Technicolor. “In Brazil, over-the-air viewing is even more widespread than in the United States,” he said. “That makes spectrum-efficient HDR a powerful way to deliver better quality without adding cost. It is a great opportunity ahead of events like the 2026 World Cup.”

What to Watch Next

The executives pointed to three developments that will determine the pace of adoption.

• Broadcasters in the United States are waiting for approval to turn off ATSC 1.0, Day said. “Once that happens, we’ll see faster rollout of ATSC 3.0 services.”
  
  
• Another factor is the availability of reference platforms. “It’s about making it easier for manufacturers to get into the market,” Day added. “Turnkey middleware and certified platforms will accelerate adoption.”
  
  
• Finally, consumer demand may be the deciding force. Dumont noted that major sports events could be pivotal. “Nothing convinces viewers faster than seeing HDR live and in action,” he said.

In the final analysis, the panelists concluded, a hybrid model — with IP delivered from both broadcast towers and the cloud, and decoded by affordable, upgradable conversion boxes — will extend the life of existing screens and investments in media while also delivering the richer color, contrast, and audio that consumers already expect from mobile devices and theaters. 

View the Full Vidcast Interview Here.

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.

### 

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. 

“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.