UWA at IBC 2025: Advancing the Global UHD Era with “Vivid”
From September 12–15, 2025, the International Broadcasting Convention (IBC 2025), the world’s most influential broadcast and media technology event, took place at the RAI Exhibition Center in Amsterdam. The UHD World Association (UWA) made a high-profile appearance alongside its industry partners, presenting a panoramic “Vivid” showcase and announcing new international collaborations. The UWA booth attracted strong attention from top broadcasters, technology companies, and media organizations across Europe, North America, and Asia-Pacific.
Standards Leadership on the Global Stage
As the first international industry and standards body in China’s technology sector, UWA has grown to over 460 members across 23 countries and regions, releasing 65 technical standards and 27 white papers to date. At IBC, UWA highlighted the latest international progress of its core standards: HDR Vivid for high dynamic range video and Audio Vivid for immersive 3D audio.
Avid Partnership: Native Tools for the Future
At this year’s IBC, UWA officially announced a strategic partnership with global leader Avid. The collaboration will integrate native audio tools with the Audio Vivid standard, enabling its application across post-production, music creation, and content distribution. This partnership enhances cross-platform, cross-regional workflows and stood out as one of the major highlights of the show, widely covered by industry media.
Expanding Global Membership
During IBC 2025, UWA welcomed several new international members, including Highfun, Mission Digital, Colorfront, Elevate Broadcast, and LumiMakr, each renowned for expertise in interactive entertainment, live production, color science, broadcast services, and visual display. Their joining strengthens UWA’s global ecosystem and demonstrates the alliance’s growing influence and representation in the worldwide media technology landscape.
Deepening International Cooperation
The UWA delegation held productive discussions with leaders of major international standards bodies and industry associations, including DTG, 5G-MAG, DVB, ITU, SMPTE, IABM, and IET. Talks focused on UHD codec standards, the application prospects of 5G broadcasting, and the next evolution of media transmission technologies. These dialogues reinforced existing partnerships and advanced consensus on standards coordination and industry development.
Open Exchange with Industry Leaders
At the UWA booth, open networking drew leading representatives from global OTT platforms, content producers, and technology providers. Technical experts from 8K Association, Disney+, Canal+, UHD Forum, Evertz, Sony, Cisco and so on engaged in discussions on global content distribution, IP-based broadcast workflows, and signal transmission optimization. These exchanges provided valuable frontline insights and opened new avenues for cross-regional cooperation and market expansion.
Cocktail Reception: Sharing the Future of UHD
On September 13, UWA hosted the Vivid Cocktail Reception at its booth. The event spotlighted the UWA 2030 vision and updates to its certification program, while also announcing the new collaboration with Avid. Alliance leaders and partners delivered keynote remarks, calling on the industry to accelerate global adoption of UHD standards and strengthen ecosystem development.
The reception enhanced ties with international partners and underscored UWA’s role as an open, collaborative global platform for UHD innovation.
Partner Highlights at IBC
- Malanshan AV Lab: presented a wireless immersive Audio Vivid speaker system in the “Vivid Home Theater Experience Room,” delivering a 7.1.4 channel cinematic experience without wiring complexity.
- Yuanxiang Tech: showcased the “Yuanxiang 330” UHD smart audio system, featuring multiple spatial audio chips, Android OS, and Airsound wireless calibration for true 5.1.2 sound.
- Jupiter Semi: unveiled a striking glasses-free 3D demo, leveraging advanced light-field display and algorithms to create 360° spatial depth and redefine audience perception.
Broadcast & Consumer Experiences in Focus
The UWA booth recreated real-world applications of Vivid in major live broadcasts such as the Spring Festival Gala, Olympic Games, and large-scale sports events, showcasing advantages in high-brightness noise control, stable transmission, and multi-camera parallel production.
Meanwhile, Vivid at Home and Vivid Car demos highlighted UHD’s expansion into everyday life. As of September 2025, 338 devices across 1,557 models have passed Vivid certification, covering TVs, smartphones, tablets, projectors, and in-car screens. China’s three major telecom operators have integrated HDR Vivid into IPTV set-top box procurement, with deployments exceeding 70 million units.
The Vivid Experience Room combined HDR Vivid video playback with Malanshan’s 7.1.4 physical channel setup, allowing visitors to experience first-hand the tagline: “Every frame more real, every sound more immersive.”
Building a Global UHD Ecosystem Together
IBC 2025 was not only a showcase of the latest UHD achievements but also a bridge connecting UWA with global partners. Looking ahead, UWA will continue advancing its strategy of “standards as the foundation, ecosystem as the goal,” fostering open and collaborative development of UHD technologies, and bringing audiences worldwide clearer, smarter, and more immersive audiovisual experiences.