Tata Sky Taps Elemental for 4K Video Service, Including Cricket World Cup Coverage
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Elemental Technologies announced that Tata Sky, India’s leading direct-to-home operator, is using Elemental software to process Ultra HD live linear content in high-efficiency video coding (HEVC/H.265) for delivery to Tata Sky 4K-ready set-top boxes. Selected by Tata Sky based on its reliable delivery of high-quality live 4K content in HEVC, Elemental is the sole video processing software selected for the subcontinent’s first commercial 4K service delivered to end-users.
A joint venture between the TATA Group and 21st Century Fox, Tata Sky deployed the latest 4K service and set-top boxes in advance of the ICC Cricket World Cup 2015 tournament currently underway in Australia and New Zealand. Software-based Elemental Live systems perform real time processing of Tata Sky 4K content in HEVC at 60/50fps for linear streaming to Tata Sky 4K STBs.
“We pride ourselves for being at the forefront of technology and delivering world class TV experiences to our viewers. The Tata Sky 4K service is an example of not only keeping up with changing times, but in fact giving our viewers a pioneering technology that the world would follow,” said Harit Nagpal, CEO & managing director for Tata Sky. “The seamless integration between Ericsson and Elemental HEVC compression technology for live 4K streaming enables us to reinforce our technology and industry leadership positions, further adding to our delighted subscriber base.”
“Tata Sky has selected Elemental video processing to bring 4K content programming to the India market,” said Dan Marshall, senior vice president worldwide sales for Elemental Technologies. “We are proud to provide Tata Sky with our software-defined video solutions to deliver unbeatable picture quality.”
The new generation 4K UHD Tata Sky STB is capable of delivering Ultra HD picture quality and Dolby Digital Plus 7.1 surround sound. Viewers can enjoy 8.3 megapixel (3840×2160) video, which is approximately four times the pixel count compared to the current HD standard, offering far greater clarity and more vivid colors on screen. In addition to 4K content, the set-top box also showcases standard definition (SD) and HD TV channels.
Tata Sky Delivers the Cricket World Cup in 4K
With 42 matches down – including the heart-pounding excitement of last night’s historic win for South Africa – attention to the ICC Cricket World Cup 2015 is growing as the knock-out rounds continue ahead of the March 29 final on the Melbourne Cricket Ground.
Highest scorers in the intense six-week, 49-match global competition include the likes of Kumar Sangakkara, Brendan Taylor and Ab De Villiers with 496, 433 and 417 runs respectively. From an advanced technology and enhanced fan experience perspective, Tata Sky is another champion.
India’s leading direct-to-home (DTH) operator launched the first commercial 4K video service and set-top boxes in the subcontinent just ahead of the ICC Cricket World Cup 2015. (Tata Sky is a joint venture between the TATA Group and 21st Century Fox.)
As the sole provider of a commercial delivery service for Tata Sky, Elemental is helping to bring lucky Cricket fans equipped with 4K-capable televisions a view of native 4K content. Software-based Elemental® Live systems perform real-time video processing of Tata Sky 4K content in HEVC at 60/50fps for linear streaming to Tata Sky 4K set-top boxes.
While sports fans were also able to watch 4K broadcasts of the 2014 FIFA World Cup last June, the ICC Cricket World Cup broadcasts in 4K have a much broader scope.
We won’t dare to predict a winner, nor suggest a favorite to take home the Cricket World Cup 2015 trophy. But, on behalf of cricket and 4K fans everywhere, we will declare Tata Sky a winner.
