LAS VEGAS - nvtip -- The adoption of Advanced HDR by Technicolor is accelerating across the broadcast industry, driven by a growing variety of broadcasters and TV manufacturers embracing the technology to deliver enhanced viewing experiences. As more stations integrate this advanced version of high dynamic range (HDR), audiences are gaining broader access to richer colors, deeper contrasts, and more immersive picture quality than ever before.

The rollout of Advanced HDR by Technicolor at leading stations is part of a broader trend in the television industry, where broadcasters and TV manufacturers are increasingly implementing cutting-edge technologies to meet consumer demand for premium picture quality.

CES 2025 will witness an array of new announcements from TV manufacturers rolling out new ATSC 3.0 TV models, including Hisense and RCA. The growing availability of devices that support the new standard helps explain why a growing number of broadcasters offering NEXTGEN TV broadcasts -- such as Gray Media -- are supporting Advanced HDR by Technicolor.

As part of the ATSC 3.0 standard, Advanced HDR by Technicolor allows stations to deliver premium viewing experiences to HDR-capable devices, while maintaining high-quality broadcasts for standard dynamic range (SDR) TVs.

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"Advanced HDR by Technicolor provides broadcasters with a powerful solution to enhance the viewing experience," said Rob Folliard, Senior Vice President, Government Relations and Distribution, Gray Media, Inc. "It offers the flexibility to deliver exceptional HDR content while ensuring compatibility for viewers with SDR TVs. This capability reflects our commitment to delivering the highest-quality digital entertainment experiences."

The adoption of Advanced HDR by Technicolor is responding to a growing demand among consumers who have invested in HDR-enabled televisions.

"Consumers have been purchasing HDR-enabled TVs for several years, and there is a growing expectation for content to be available in HDR," said Tony Bozzini, Head of Business Development, Advanced HDR by Technicolor. "It is exciting to see broadcasters continue to adopt Advanced HDR by Technicolor to meet this demand and bring enhanced viewing experiences to audiences everywhere."

This latest deployment is part of a nationwide effort to expand access to HDR content across all markets, highlighting the technology's role in the industry's evolution toward a more immersive and dynamic broadcast standard. Advanced HDR by Technicolor continues to solidify its position as the preferred solution for broadcasters looking to deliver the next generation of television experiences.

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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 with InterDigital, Philips and Technicolor, it includes formats like SL-HDR1, SL-HDR2, and SL-HDR3, which dynamically optimize 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. To learn more about Advanced HDR by Technicolor visit: https://advancedhdrbytechnicolor.com.