LAS VEGAS - s4story -- Much progress has been made with high dynamic range (HDR) technology as the industry has evolved in the areas of content capture and distribution. TV manufacturers and content providers see HDR as a compelling feature that consumers increasingly want. Live sports events especially represent intriguing use cases for HDR because the technology delivers a rich and vibrant viewing experience with the sharp, detailed picture quality that sports fans demand, according to Rick Dumont, Head of Business Development for HDR at Philips.

During a recent discussion presented by Advanced HDR by Technicolor, Ondre Clarke, Director of Product Marketing for Hisense USA and Matthew Goldman, Vice President of Strategic and Technical Initiatives at Sinclair, Inc., had a conversation about the benefits of integrating the Advanced HDR by Technicolor solution, especially for live sports viewing, and how to support retailers in showcasing HDR to consumers when shopping for a new TV.

Engaging Retailers on the Benefits of HDR

As a broadcaster rolling out NEXTGEN TV across the US and delivering content in Advanced HDR by Technicolor including T2 Tennis Channel and Pickleball TV, Sinclair works with technology partners, like Hisense, to generate greater awareness and understanding of the different features – like HDR – that are available.

"More education is required for the retail community about what HDR video is," stated Goldman. "As understanding of this technology increases, there is an opportunity for retailers and their associates located in NEXTGEN TV markets to set up demonstrations using our live broadcasts in Advanced HDR by Technicolor to show the difference between standard dynamic range and HDR."

Although it is still early days in the deployment of NEXTGEN TV, Hisense is working to develop its outreach efforts to help retailers and consumers get a better idea of the improvements that HDR offers.

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"The Hisense TV models integrated with Advanced HDR by Technicolor are premium products that offer the latest features and capabilities. We are working to educate consumers who are interested in the best digital entertainment experience possible," said Clarke. "With a presence in the largest retailers in the US, we also place continual focus on training our retail partners to effectively communicate the benefits of Advanced HDR by Technicolor."

The Opportunity Presented by Live Sports Events

This past year the return of the Paris Games presented the industry with an opportunity to demonstrate the transmission of HDR content over HDR-enabled TVs. These activities signal a gain in momentum towards increasing availability of HDR content as well as HDR-enabled TVs.

"The beauty of high dynamic range is that seeing is believing. When consumers see live sports content that's being produced or delivered in high dynamic range video, the images leap off the screen creating a feeling that they are at the game or the stadium," said Goldman.

With demand for HDR content growing, Sinclair and Hisense are among the early adopters of the Advanced HDR by Technicolor solution, working carefully with the team in their strategic deployment initiatives.

"HDR offers higher contrast ratios, the darkest blacks and the brightest whites which are much more pronounced. The picture is much more vivid and lifelike," Clarke explained. "As the official TV brand of the NBA, Hisense is committed to creating a more immersive and enjoyable viewing experience that is almost as good as being courtside."

Future Developments of HDR

As the media, hardware and entertainment industries seek new solutions that engage and delight consumers, they are increasingly turning to emerging technologies like HDR. They are optimistic about the road ahead.

"Content in HDR not only delivers exceptional image and picture quality, it also enhances storytelling. That is the focus of entertainment, whether it is live sports or motion pictures. HDR plays a key role in adding more realism to the viewing experience," Goldman stated. "This makes a difference for NEXTGEN television because a part of the standards allows for immersive audio and interactive features enabling us to deliver an improved digital environment overall."

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Consumer behaviors will likely shift as more HDR content becomes available and other parts of the ecosystem support HDR technologies. The innovations from Hisense, Sinclair, Advanced HDR by Technicolor and others will continue to pave the way in the evolution of how people enjoy their digital video experiences.

"In 2025, Hisense is also working towards higher bit depths and responsive HDR settings on our TV models that adjust in real time based on the content," said Clarke. "The future of high dynamic range is really exciting. At Hisense, we're expecting dynamic HDR to become much more common across our product lines and within the industry."

As Sinclair and Hisense expand access to immersive entertainment through HDR and other features and services, according to Dumont, Advanced HDR by Technicolor proceeds to deliver a premium HDR viewing experience with accurate and dynamic display adaptation for any live sports content whether indoors or outdoors.

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EDITORIAL NOTE: Click here to watch the full panel discussion

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.