IBC2022: Advanced HDR By Technicolor® Showcases Solutions for Content Production, Distribution and Display

Executives representing Advanced HDR by Technicolor will be on hand during IBC 2022 to demonstrate the latest developments in high dynamic range technology across the content creation, production and distribution value chain. Topping the list of innovative offerings now available to the entertainment technology sector is the no compromise “round-trip” feature from Advanced HDR by Technicolor, which automates conversion of content from SDR to HDR and HDR to SDR for live-TV and post-production operations. Demonstrations of these – and other features – will be presented at the Cobalt Digital, BBright and Realtek booths.

“Business and technology leaders from Sinclair Broadcast Group will also be available to discuss how Advanced HDR by Technicolor is being applied to enhance ATSC 3.0 broadcasts and content delivered through Bally Sports Channels,” said Valerie Allie, Video Solutions Group Director with InterDigital.

As the industry transitions from standard dynamic range (SDR) to HDR, Advanced HDR by Technicolor is a next-generation solution that supports industry efforts to rapidly make as much HDR content available to as many markets as possible.

“The challenge before the media and entertainment sector is how to integrate HDR solutions into live production workflows and legacy content libraries while maintaining the original intent of the content creators,” said Allie.

A media roundtable will be held to explore the state of HDR in Europe. This follows a successful roundtable discussion during NAB 2022 on the state of HDR in the Americas.

“Currently in the U.S., there is rapid adoption of ATSC 3.0 which includes Advanced HDR by Technicolor,” said Rick Dumont, Director of Business Development of HDR video for Philips. “As the ecosystem of broadcasters, system-on-chip manufacturers, TV manufacturers and other industry players recognize the growing consumer interest in the rich viewing experience that HDR provides, we expect similar progress to take place in Europe.”