What is the story about?
What's Happening?
At IBC2025, the Advanced HDR by Technicolor initiative is advocating for broadcasters to adopt dynamic, frame-by-frame HDR conversion processes. This approach, supported by InterDigital and Philips, aims to enhance the quality of HDR content by moving away from static lookup tables (LUTs) that limit HDR's potential. The initiative argues that current static methods result in HDR content that is not significantly different from standard dynamic range (SDR) programming. The push for dynamic HDR is intended to preserve the integrity of both HDR and SDR signals, offering a more immersive viewing experience.
Why It's Important?
The shift towards dynamic HDR technology is crucial for the broadcasting industry as it seeks to deliver more engaging and visually distinct content. By adopting these advanced workflows, broadcasters can offer a premium viewing experience that meets consumer expectations for high-quality visuals. This transition is also significant for advertisers, as dynamic HDR can enhance brand visibility and impact. As more consumers upgrade to HDR-capable displays, the demand for content that fully utilizes these capabilities will increase, potentially driving industry-wide changes in content production and delivery.
What's Next?
The industry is expected to gradually transition towards dynamic HDR workflows, with early adopters already validating its effectiveness. As the technology becomes more widespread, broadcasters and content creators will need to adjust their production processes to optimize for HDR. This includes rethinking priorities across the content pipeline, from camera shading to transmission. The Advanced HDR by Technicolor initiative will continue to promote its solutions, showcasing their benefits at industry events like IBC2025.
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