Technicolor is showcasing its Live HDR workflow in Hall 15 and is predicting that live HDR up conversion will be big business in sports broadcasting.
At IBC, Technicolor is showing its end-to-end SDR to HDR workflow, taking live sports content from Time Warner Cable and the Rio Olympics throughout the broadcast chain using its Intelligent Tone Management up conversion tool.
TVs equipped with Advanced HDR by Technicolor can view the up converted SDR signal in HDR.
Earlier this year, Technicolor announced an agreement with Philips to merge their ongoing delivery roadmaps for HDR, including content creation tools, encoding and decoding software and implementation support.
Senior IP counsel, Philips Intellectual Property and Standards, Frederic Guillanneuf, told The IBC Daily: “Up conversion will be important because there is a lot of demand from
sports broadcasters for HDR content but most sport is shot with cameras that acquire SDR material.”
Technicolor and Philips also confirmed that their partnership would continue to offer open HDR solutions to the market.
The risk with a market offering different forms of HDR is that confusion could grow among consumers about what HDR actually means. Technicolor CTO Cristina Gomila said: “It’s true that there remains a grey zone between SDR and HDR – we have to make sure that the consumer can really see the difference with HDR.”
Technicolor and Philips are members of the UHD Alliance which continues to define minimum standards for HDR and UHD quality covering resolution, colour depth, colour gamut, HDR and minimum brightness and contrast.
The two companies aim to lessen the confusion in the industry over different competing HDR standards.
Technicolor CTO Cristina Gomila said: “We will continue to offer open solutions to the market that will be curve agnostic and able to deliver any HDR content.”
Gomila said that advanced discussions on the future of HDR would continue this year.