Free Advertising Supported Streaming (FAST) channels and Ad-supported Video on Demand (AVOD), implementation by TV and device manufacturers and the expansion of availability of HDR content as a result of NEXTGEN TV's continued rollout in the US market drove industry adoption of High Dynamic Range (HDR) technology, during 2024 and is creating new levels of enthusiasm for the latest innovations being brought to market in 2025, including those introduced by Advanced HDR by Technicolor. Advanced HDR by Technicolor operates under a brand license from Technicolor as a collaboration between InterDigital and Philips.
So said Valérie Allie, Senior Director of the Media Services Group at InterDigital, in a vidcast interview for journalists. She pointed out that these industry advances are accelerating consumers' ability to experience the enhancements in HDR content for themselves.
