AMSTERDAM - eTradeWire -- Advanced HDR by Technicolor heads to IBC 2025 to demonstrate its innovative High Dynamic Range (HDR) conversion process that uses metadata for the transmission of broadcast and streaming content while supporting first-rate standard dynamic range (SDR) production.

During this year's show, attendees will see how the Advanced HDR by Technicolor solution supports production teams in distributing HDR and SDR video in a single stream without compromising the quality of either feed. HDR is increasingly becoming a part of the media and entertainment ecosystem, driving the industry to an inflection point where content distributors need to transmit to their customers in both HDR and SDR.

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.

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"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.

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Contact us to book a time and learn how to unlock the true value of HDR!

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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.com.