Broadcasting Corporation Gray Media Introduces Two Distinct High Dynamic Range Standards Across Multiple ATSC 3.0 Markets
Gray Media Embraces High Dynamic Range Technology for Enhanced Viewing Experience
Gray Media is set to revolutionize the viewing experience for its audiences with the introduction of High Dynamic Range (HDR) technology in multiple markets. The media company is testing and deploying HDR10 and Dolby Vision high dynamic range, aiming to provide viewers with the best possible viewing experience [1].
One of the first major events to benefit from this upgrade was the Kentucky Derby and pre-race festivities, which were broadcasted in Dolby Vision on WAVE-TV Louisville last year [1]. The company's commitment to cutting-edge broadcast standards continues as they plan to broadcast the Super Bowl in HDR for its Fox affiliates [1].
The Super Bowl broadcast, scheduled for two and a half weeks from the time of the statement, will take place in New Orleans for Gray Media's Fox affiliates [1]. This move aligns with the broader industry trend of major broadcasters adopting Advanced Television Systems Committee (ATSC) 3.0 technology to deliver advanced features like HDR, immersive audio, and interactive content [1].
By adopting ATSC 3.0 service, Gray Media can deliver the Super Bowl in higher visual fidelity over the air, providing viewers in their markets improved viewing experiences without extra subscription costs [1]. The company's focus for the Super Bowl broadcast is on its Fox affiliates due to the upcoming event [1].
In preparation for the Super Bowl, Gray Media has been testing HDR10 and Dolby Vision for several weeks in markets such as Atlanta, Las Vegas, Davenport, Iowa, Mobile, Alabama-Pensacola, Florida, Birmingham, Alabama, Greenville-Spartanburg, South Carolina, and Portland, Oregon [1]. The company is "HDR format-agnostic" and will support other types of HDR, including Advanced HDR by Technicolor single-layer high dynamic range (SL-HDR) [1].
Gray Media is also capable of inserting the metadata required to drive both Dolby Vision and HDR10+ high dynamic range in the same ATSC 3.0 transmission [1]. However, the company has not specified which HDR format will be used for the Super Bowl broadcast.
In the future, Gray Media's NextGen TV viewers can pick the flavor of HDR they prefer and automatically display it [1]. The company has also broadcasted the 2024 Paris Summer Olympics in Dolby Vision on some of its NBC affiliates [1].
As Gray Media continues to innovate and push the boundaries of broadcast technology, viewers can look forward to an increasingly immersive and high-quality viewing experience.
[1] Source: Gray Media Press Release
- Gray Media's intention is to enhance the viewing experience of its audiences with High Dynamic Range (HDR) technology across multiple markets.
- The Kentucky Derby and pre-race festivities were previously broadcasted in Dolby Vision on WAVE-TV Louisville, one of the first events to benefit from this upgrade.
- The company intends to broadcast the Super Bowl in HDR for its Fox affiliates, aligning with the broader industry trend of adopting ATSC 3.0 technology.
- By adopting ATSC 3.0 service, Gray Media can deliver the Super Bowl in higher visual fidelity over the air without additional subscription costs.
- Gray Media has been testing HDR10 and Dolby Vision for several weeks in various markets, including Atlanta, Las Vegas, Davenport, Iowa, Mobile, Alabama-Pensacola, Florida, Birmingham, Alabama, Greenville-Spartanburg, South Carolina, and Portland, Oregon.
- The company is "HDR format-agnostic" and plans to support other types of HDR, including Advanced HDR by Technicolor single-layer high dynamic range (SL-HDR).
- Gray Media has the capability to insert the metadata required to drive both Dolby Vision and HDR10+ high dynamic range in the same ATSC 3.0 transmission.
- In the future, NextGen TV viewers can select their preferred HDR format for a customized viewing experience.
- Gray Media has previously broadcasted the 2024 Paris Summer Olympics in Dolby Vision on some of its NBC affiliates, indicative of their ongoing commitment to cutting-edge broadcast technology.
