HPA 2023: Advanced HDR by Technicolor Offers Efficient and Cost-Effective Path to Enhancing Production and Distribution of Live, Episodic and Theatrical Content
Summary
So say Marty Gordon, vice president of brand partnerships at Philips, and Nick Mitchell, media solutions specialist with InterDigital in a podcast interview for journalists held during the HPA 2023 Tech Retreat this week in Palm Springs Calif. HDR, explains Gordon, is making rapid progress in replacing legacy SDR as the next generation of TVs, streaming services and broadcast technologies enter the market. This ultimately results in a more immersive and impactful experience.” HDR specifically enables a broader range of colors and brightness offering new ways to control the viewing experience much more succinctly on screen. The key question on the minds of the entertainment technology ecosystem -- across the spectrum of content production, distribution and consumption -- is how to manage the transition from today’s complex environment to an all-HDR future in a creatively faithful, technically viable and economically rational manner. For studios with large libraries of material, ensuring that an HDR grade is available on all of the content in their portfolios can be incredibly costly and time-consuming if it is not approached in a strategic manner,” explains Mitchell. “During HPA we are planning to have conversations with streamers, advertisers -- really anybody that is using streaming technology -- to help people understand where Advanced HDR by Technicolor can be put into place to enhance the services they offer and the value they deliver to consumers around the world.