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From June 17 to 19, 2025, the China–Shanghai Cooperation Organization (SCO) Digital Technology Cooperation and Development Forum was held in Karamay, Xinjiang. Themed “Digital Transformation for Sustainable Development, Digital Inclusion for Shared Prosperity,” the forum welcomed high-level representatives.

It was emphasized that the digital economy has become a core driver of global development. China, upholding the “Shanghai Spirit”, is committed to working with SCO countries to build robust digital infrastructure and talent ecosystems.

At the Digital Technology and Aerospace Information Forum, Mr. Vincent Zhang, General Secretary of UWA, delivered a keynote speech titled “Immersive Vivid Experiences: UWA Accelerates UHD Audio-Visual Cultural Development in SCO Countries.”

Mr. Zhang noted that UWA, as the first international industry and standards organization in the tech field founded in China, is dedicated to advancing next-generation UHD audio-visual technologies and ecosystem building.

UWA currently has 438 member organizations, including 45 overseas members from 23 countries and regions.

UWA’s core technical standards, Audio & HDR Vivid, are gradually maturing, setting new global benchmarks in the UHD industry. Among them:

• HDR Vivid has been adopted as a dual standard by both China’s broadcasting and MIIT sectors.

• Audio Vivid has been included in the broadcasting industry standards.

• The UWA standard system is fully developed and undergoing internationalization:

• Audio Vivid has been officially included in ITU BS.2493, making it one of the recognized global 3D audio standards alongside Dolby AC-4, MPEG-H, and DTS-UHD — the first homegrown format adopted by an international standards body.

• HDR Vivid has passed the proposal stage to be included in ITU-R BT.2408 technical report.

Mr. Zhang emphasized that UWA has established both feasible standards and a mature application ecosystem for next-generation UHD audio-visual technologies. He expressed hope to work hand in hand with SCO countries to promote UHD applications in broadcasting, tourism, and cultural sectors, delivering immersive experiences and contributing to a shared better life.

In addition, UWA joined the “Into Karamay – SCO Digital Technology Matchmaking Salon”, and held productive talks with various stakeholders.

During the salon, Mr. Zhang held one-on-one discussions with Mr. Vladimir, Chairman of the Central Asia AI Industry Alliance, and Ms. Gulireina from Kyrgyzstan, exploring future cooperation opportunities.

On May 30, 2025, the 2025 Guangzhou International Musical Instrument Expo successfully concluded at the Canton Fair Complex. As a landmark annual event in the industry, this year’s expo adopted a four-dimensional innovation model—“Product Showcase + Technology Launch + Industry Forum + Musical Interaction”—to deeply explore trends such as intelligent transformation of musical instruments, Chinese Chic style innovation, and cross-disciplinary integration. It injected fresh momentum into the high-quality development of the music industry.

As a highlight of the Expo, the “Audio Vivid Music Festival”—China’s first digital music festival integrating AI + XR virtual scenes with Audio Vivid immersive sound technology—made its highly anticipated debut. Co-hosted by the UHD World Association (UWA), China Association of Recording Engineers, Yunting, and Beijing LJSY Entertainment, the festival featured more than 200 musicians and performers. Through AI-driven virtual environments and immersive 3D soundscapes, they delivered genre-defying performances that captivated audiences with a seamless fusion of music and technology.

The festival marked the first multi-platform livestream powered by Audio Vivid end-to-end broadcasting. Streaming on Douyin, WeChat Channels, Migu Video, Yunting, Rednote and more, it amassed over 5 million total views and over 1 million likes, while also attracting tens of thousands of on-site attendees.

A complete end-to-end live broadcast chain based on the Audio Vivid standard was successfully demonstrated. All audio signals from the National Music Showcase were captured by professional equipment and transmitted in real time to an Audio Vivid production space built by ACE and YeahTone. After immersive sound mixing and processing, the signals were passed to CTVIT’s encoding and streaming hub. As the content control operator, they encoded and binaurally rendered the signals according to Audio Vivid specifications, then distributed the streams to all live platforms.

At the same time, multiple demo vehicles and the Audio-Visual Experience Room on site received the stream and reproduced 7.1.4 channel immersive sound effects. Jointly built by DMT and Sony, the experience room featured top-tier displays and a professional 7.1.4 audio system to create a unified, immersive audio-visual environment.

At the festival’s closing segment, Yi Pengxiao, Technical Services Director of UWA, introduced the Audio Vivid Wireless Cinema Solution, while Han Lu, Director of Industry Marketing, presented updates on UWA’s social channels matrix. Chen Chen, Director of Audio Production Department II at the Technical Bureau of China Media Group and Head of UWA’s Audio Standards Group, unveiled the latest progress in the development of the Audio Vivid standard.

Throughout this year’s expo, UWA showcased a comprehensive panorama of audio innovation through multi-scenario technology applications and cross-sector ecosystem collaboration, laying out a bold new path for deep integration between music and technology. From technical breakthroughs in content production, to immersive upgrades at consumer touch-points, to acoustic innovation in smart vehicle cabins, Audio Vivid is reshaping the boundaries of how people experience sound and visual art—through standardized, industrialized, and widely adopted approaches.

This tech-driven transformation, born from “sound,” is poised to empower multiple sectors including film & TV, gaming, culture & tourism, and more—bringing true-to-life immersive audio to a broader audience and striking a resounding chord for the era of synergy between technology and art.

A successful preview of the new VIVID audiovisual standard presented by the UHD World Association (UWA)   

From 14 to 20 May 2025, the UHD World Association (UWA) took pride of place on the CONNECT hub at the Cannes Film Festival’s Marché du Film, a meeting space dedicated to technological innovation in the world of cinema and audiovisual. It was an opportunity to unveil the latest advances in the VIVID standard, a real revolution in the audiovisual experience, which was the subject of exceptional demonstrations, exclusive events and numerous exchanges with industry professionals.

A strategic panel on the standards of the future
The panel “The Future of Audiovisual Standards”, held on May 15, was a highlight of the festival, highlighting VIVID, the new royalty-free standard, designed to meet new needs in terms of visual and sound quality, in a multi-screen environment. VIVID is not limited to simply improving image quality: it ensures that the artistic intent is faithfully reproduced, thanks to personalized color and luminance metadata for each image, adapted to each type of screen, whether it is TVs, smartphones or in-vehicle screens.

In his introduction, the President of FICAM, Didier Huck, underlined the importance of the standardization of metadata in this increasingly interconnected industry. Hans-Nikolas Locher, CST’s Director of Development, spoke of these “de facto” market standards like VIVID, when manufacturers and technology companies work together to improve the customer proposition, in an ecosystem where content and technology are aligned.

An unprecedented immersive experience on a Samsung VIVID certified display
For the first time in Europe, visitors were able to experience VIVID-encoded content on a latest-generation, VIVID-certified Samsung UHD display. Among the works screened: excerpts from the series Bardot (Fédération Studio France on France Télévisions), the documentary #Hvaldimir (Mediawan-Imagissime / Miluna on Canal+), the series Winter Palace (Oble / Point Prod on RTS / Netflix), as well as Asian trailers, which enthused the professionals present.

At the same time, the CONNECT area hosted many live demonstrations and business meetings, with particular interest from the Chinese film delegation, who came to discuss these latest audio/video innovations and market opportunities.

Large-scale deployment of VIVID already underway in Asia
The impact of VIVID is not limited to the presentation at the show: the figures speak for themselves. To date, more than 30 brands have certified 1127 models across six device categories (TVs, smartphones, tablets, IPTV boxes, PCs, projectors), with strong adoption by mid-to-high-end Android smartphones and more than 70 million IPTV boxes integrating HDR VIVID.

In terms of content, more than 100,000 hours of video have been encoded in the VIVID standard, including major events such as the Olympic Games and FIFA, TV series, films, and live events. More than 2 million audio streams have been made for Audio VIVID, a revolutionary spatial audio technology, which is also gaining momentum in vehicle integration, including the AITO M9 SUV, a model equipped with Huawei’s Smart Cockpit, incorporating VIVID Audio for an immersive sound experience.

The integration of AI at the heart of the VIVID Audio  codec is also a differentiating factor. It enables more immersive 3D audio rendering and more efficient compression, while adapting to the characteristics of displays and listening environments in real time.

The future of AV is being built with VIVID
The success of the 2025 Cannes Film Festival is a testament to the central role that VIVID and UWA are playing in redefining the standards of the audiovisual industry. As the VIVID standard continues its global rollout, UWA invites AV professionals to join this technological revolution by becoming a member, to shape the future of content creation and delivery.

From June 3 to 5, 2025, UWA made its debut at Seriencamp in Cologne, Germany’s premier festival and conference dedicated to TV series creation, development, and business. This marked a significant milestone in UWA’s expansion into the European market.

Seriencamp is Germany’s largest event focused on serial storytelling, attracting media professionals from across Europe. It serves as a hub for exploring latest market trends and innovations and offers ample networking opportunities.

UWA was honored to be among the select five companies featured in the exclusive Herbrandts Lounge, the event’s premium exhibition space. We presented live demonstrations of our flagship product, VIVID, on a large-format screen, showcasing immersive trailers from both international and European series and documentaries.

Our presence garnered significant attention from industry professionals, leading to numerous one-on-one meetings and inclusion in the official program guide, thereby enhancing our brand visibility in the European market.

During the event, UWA engaged in meaningful discussions with key industry leaders.

Rémi with Jarmo Lampela, YLE Finland and Ole Kampovski , NDR Germany

Rémi with Katia Sol, OBLE (coproducer of the Winter Palace TV series that we demonstrated in VIVID in Cannes and Köln)

Rémi and Marcus Ammon (Bavaria) and Lühr Martin (Slick Strategy)

Rémi and a Finnish delegation: Roosa Toivonen (Fireframe), Petri Kemppinen (TV Beats), Johanna Karppinen (Post Control Helsinki)

UWA’s successful participation at Seriencamp not only highlighted our leadership in immersive content but also laid a solid foundation for future collaborations and growth within the European market.

The year 2025 marks a pivotal moment for China’s UHD infrastructure development and serves as the inaugural year of UWA’s international expansion. As part of this global outreach, BroadcastAsia 2025—Asia’s premier broadcasting and media technology event—provided a crucial platform for UWA to engage with industry leaders and professionals from the Asia-Pacific region.

At the event, UWA highlighted its latest innovations in UHD technology, including the HDR Vivid and Audio Vivid standards, which have been instrumental in setting new benchmarks for visual and auditory excellence. These advancements underscore UWA’s role in driving the global adoption of UHD standards and fostering international collaboration within the industry. 

UWA’s participation in BroadcastAsia 2025 not only reinforced its position as a leader in UHD innovation but also exemplified its dedication to building a connected and empowered global UHD ecosystem.

From May 27 to 29, 2025, the UHD World Association (UWA) showcased its core technological standards—HDR Vivid and Audio Vivid—at BroadcastAsia 2025 in Singapore. As a pivotal event in UWA’s global outreach, the exhibition provided a platform for in-depth discussions on global audiovisual technology trends. UWA engaged with leading international companies, including ATSC, Arcadian, Ross Video, Blackmagic Design, Witbe, Lawo, VRI, Grass Valley, and Elevate Broadcast, to collaboratively advance the ecosystem of immersive audio and video experiences.

BroadcastAsia 2025, held at the Singapore Expo, attracted over 400 speakers across 12 thematic stages and featured more than 700 exhibiting and sponsoring companies, solidifying its status as one of the most influential media technology exhibitions in the Asia-Pacific region.  UWA actively participated in the IABM Welcome Ceremony and supported the IABM Networking Reception, fostering dialogues on innovation, collaboration, and future developments with global media technology experts.

UWA Supports IABM Members’ Networking Reception at BCA 2025

At the “Exploring the Future of Immersive Viewing with HDR, 4K and Beyond” forum held during BroadcastAsia 2025, Peter Xu, Director of International Marketing and Collaboration at the UHD World Association (UWA), joined industry leaders from YoloLiv, and AVID to discuss the pivotal role of Audio & HDR Vivid standards in delivering and enhancing immersive audiovisual experiences. The panel emphasized how these open, royalty-free standards are shaping the global ecosystem for next-generation content creation and consumption. By fostering interoperability and elevating quality benchmarks, Audio & HDR Vivid are driving the widespread adoption of UHD technologies across various sectors, including broadcasting, live production, and home entertainment.

BroadcastAsia Themed Panel

Connecting with AIBD

Meaningful discussions with prominent industry leaders, including Peh Beng Yeow, Content Lead at Mediacorp; Dr. Javad Mottaghi, Secretary-General of the Asia-Pacific Broadcasting Union (ABU); Peter Siebert from IEEE Broadcast Technology Society (BTS); Emily Dubs, Head of Technology at DVB; and Michael McEwen, representing ATSC

During the exhibition, UWA focused on three strategic initiatives:

1. Standard Promotion: Accelerating the adoption of Audio & HDR Vivid standards in the Asia-Pacific market.

2. Ecosystem Integration: Collaborating with global equipment manufacturers, platform providers, and system integrators to develop cross-scenario solutions.

3. Global Collaboration: Deepening partnerships with international organizations such as ATSC and IABM to promote the internationalization of standards.

UWA remains committed to the principles of co-construction, sharing, and integration, aiming to advance the standardization, systematization, and globalization of UHD audio and video technologies. By doing so, UWA strives to deliver more authentic, intelligent, and immersive audiovisual experiences to users worldwide.

We look forward to seeing you again at next year’s BroadcastAsia!

From May 22 to 24, 2025, the Global AI Device Expo 2025 and the 6th Shenzhen Global AI Expo were held at the Shenzhen Convention & Exhibition Center (Futian). With the theme “Intelligent Connectivity, Enabling the Future,” the event focused on showcasing the integration of innovative technologies and business models across various industries, presenting pathways and case studies for digital industrialization and industrial digitalization.

The UHD World Association (UWA) participated in the event alongside top global AI forces, under the theme “AI Empowers a New Vision of UHD.” Through cutting-edge technology showcases and industry salons, UWA promoted dialogue and collaboration around AI technologies, exploring how AI can drive industrial upgrades.

The exhibition area brought together key partners including China Media Group (CMG), China Mobile Migu, Malanshan Audio-Visual Lab, Sobey Digital, Kuaishou, XMOV, Glory Zifei, Changsha Illusion, MDT, and the Hetao International Organization Headquarters. Together, they presented a comprehensive showcase of AIGC technologies and the application of Audio & HDR Vivid in various scenarios such as consumer terminals and intelligent cockpits. The exhibition attracted nearly 5,000 on-site visitors.

At the UWA booth, breakthroughs in ultra-high-definition display technologies became a key highlight. Live demos featured multidimensional comparisons, including SDR vs. HDR Vivid, as well as differences in resolution, frame rate, and bitrate—effectively educating consumers on the core dimensions that define the UHD viewing experience.

China Media Group (CMG) has established a strategic framework of “5G + 4K/8K + AI” and launched the “CCTV Large Media Model 2.0,” achieving full-process intelligentization from program planning to content creation. This provides highly efficient tools for content production and scheduling.

XMOV showcased its embodied intelligent AI digital humans, with its core products — “Youyan,” “Youguang,” and “Youling” — covering digital human video generation, real-time live broadcasting, and intelligent interaction services. These solutions cater to a wide range of industries including branding, education, and public services.

Malanshan Audio-Visual Lab demonstrated how AI is revolutionizing the audio-visual experience through immersive scenarios such as AI-powered restoration of historical footage, HDR effect comparisons, and Qingcai audio demonstrations. In addition, applications such as AI video translation, AI cameras, and multimodal video search highlighted the deep integration of culture and technology.

Glory Zifei showcased its AI facial simulation technology, which enables virtual humans to accurately mimic users’ facial expressions in real time. Its virtual human product, “Yuanrui,” supports real-time interactive communication and is set to expand with more advanced features in the future.

Kuaishou’s StreamLake platform, powered by cutting-edge audio-visual technology and AI algorithms, provides enterprises with video solutions and AI tools, helping enhance user experience and reduce operational costs.

China Mobile Migu showcased the application of its Tongzhou AIGC production pipeline in the making of the Potala Palace documentary, enabling an end-to-end AI-powered content creation process—from scriptwriting to storyboard generation.

Changsha Illusion Intelligent presented its open-source OpenVideo dataset, which covers over 10 major categories and more than 200 subcategories, with a total duration exceeding 672 hours. This dataset provides critical support for the development of AI in the video domain.

MDT showcased a range of AI applications including voice-to-image generation, voice-to-video synthesis, RAG-based knowledge bases, and real-time interactive digital humans. Its AI mini workstation offers a new path toward making AI technologies more accessible and affordable.

Arcvideo Tech introduced its 3D volumetric video modeling solution, powered by the BlackEye multimodal audio-visual large model. This product enables the rapid creation of high-precision 3D models using just a smartphone, significantly reducing modeling time and improving efficiency.

The Hetao International Organization Headquarters also presented its achievements at the expo, highlighting its role in promoting global industrial development and advancing innovation in standards.

The “Immersive Cockpit” of the AITO M9, featuring the application of Audio & HDR Vivid technologies, attracted a large number of visitors for hands-on experiences. The vehicle’s smart display supports HDR Vivid for stunning visual quality, while its audio system leverages Audio Vivid to create an ultra-sensory spatial sound environment.

Meanwhile, Shenzhen Media Group highlighted the progress of its Shenzhen Satellite TV 4K UHD channel at its booth. As a key part of China’s “New Infrastructure” initiative, the project integrates advanced technical standards including SUVC, AVS2, HDR Vivid and Audio Vivid. It addresses previous reliance on imported equipment and enables end-to-end UHD transmission. Once completed, the channel will leverage high-quality content resources to produce 4K programming, enhance content quality, and deliver a richer UHD viewing experience to users.

This exhibition not only showcased the latest technological achievements and development trends in the fields of artificial intelligence and UHD audiovisual technologies, but also served as a key platform for industry exchange and collaboration. It is expected to further drive innovation and advancement in China’s AI and UHD audiovisual sectors.

From May 14 to 21, 2025, the UHD World Association (UWA) participated in the 78th Cannes Film Market. On the afternoon of May 19, a delegation from the China Film Association, led by Vice Chairman Mr. Deng Guanghui, visited the UWA booth for an in-depth exchange.

UWA’s Chief Marketing Officer of Europe, Mr. Rémi, welcomed the guests and introduced the Audio & HDR Vivid audiovisual standards spearheaded by the association. He also highlighted UWA’s recent international outreach efforts, including a keynote speech at Series Mania in Lille this March and a UHD webinar co-hosted with France’s CANAL+ Group in April. A key moment of the visit was the European debut of a UWA-authorized HDR Vivid-certified large-format display, used to present the exclusive HDR Vivid trailer of The City in My Heart: Altay.

Guided by Artistic Director Tian Zhuangzhuang, Literary Director Mei Feng, and Artistic Advisor Wang Jingchun, the film comprises five narrative shorts—Gulina’s Pillow, When We Parted, I Was Still Young Then, A Promise in the Wind, and Aliya’s Jierbala. Through the lens of emerging Chinese filmmakers, the film captures the emotional depth and stunning natural beauty of Altay in northwestern China.

Serving as both co-producer and the strategic technology partner for Audio & HDR Vivid, UWA is leading the development of UHD cinema standards based on LED screen theaters. Altay represents the first cinematic work released under this emerging LED UHD format and is the only UHD version for both theatrical and new media channels. UWA’s collaboration with the China Film Art Center brings together cinematic storytelling and next-gen UHD technology, marking a significant step in China’s independent innovation in film production standards. The five shorts and the official Audio Vivid theme song are currently in post-production and are expected to premiere in full UHD glory by July 2025—offering a fresh audiovisual experience and new energy for the Chinese film industry.

As part of the same showcase, guests also viewed a special HDR Vivid highlight reel of the French TV drama Bardot, in which legendary actress Brigitte Bardot strolls along the iconic blue coast—resonating beautifully with the seascapes just outside the Cannes venue.

A lively discussion followed between the delegation and UWA staff on East-West cultural exchange in cinema. Professor Chen Yu, acclaimed screenwriter, director, and professor at Peking University’s School of Arts, posed the question: “What kind of Chinese stories can truly captivate European audiences?” Rémi responded that in today’s increasingly diverse and connected world, audiences—especially younger generations—are becoming more open to cross-cultural narratives. While storytelling styles may differ, the universal values behind a good story remain the most powerful force of connection. In addition, cutting-edge technologies like AI and UHD are increasingly vital to enhancing the audience experience globally.

The HDR Vivid version of the trailer for The City in My Heart: Altay was presented at the UWA booth during the Cannes Film Festival, with color grading support provided by UWA member iQIYI Color Grading Laboratory.

The delegation from the China Film Association, including Vice Chairman Deng Guanghui and Professor Chen Yu of Peking University, joined UWA’s European CMO Rémi for the screening of The City in My Heart: Altay in its HDR Vivid edition.

On May 22, 2025, the French media conglomerate CANAL+ Group visited China Media Group (CMG), a standing council member of the UHD World Association (UWA), for an in-depth technical and strategic exchange. The visit was jointly supported by UWA’s international outreach department and fellow standing council member Huawei.

Facilitated by UWA, a five-person delegation from CANAL+ Group—led by Chief Technology Officer Mr. Stéphane Baumier and Chief Marketing Officer Ms. Eglantine Leclabart—visited CMG and held talks with Mr. Zhao Guihua, Deputy Director of the CMG Technology Bureau and Deputy Director of the National Key Laboratory for UHD Audio-Visual Production and Broadcasting, along with his technical team.

The CANAL+ delegation toured CMG’s 8K big screen exhibition, the National Key Laboratory, and the Ultra HD cloud production system. Mr. Zhao and his team provided comprehensive on-site explanations throughout the visit. The group then moved to the meeting room for in-depth presentations and technical discussions.

Mr. Lin Fei, an expert from CMG’s Technology Bureau, provided a systematic overview of CMG’s UHD production and broadcasting history, current deployment, and future strategy. He also shared insights on CMG’s IP-based transformation and UHD technology deployment, including associated risk mitigation measures. Particular focus was given to CMG’s broadcasting plans for the Paris 2024 Summer Olympics using UHD and Audio & HDR Vivid standards, as well as preliminary arrangements for the Milan 2026 Winter Olympics involving 8K and HDR Vivid technologies. UWA technical experts presented the Audio & HDR Vivid solutions and ecosystem development, as well as future trends in next-generation video technology.

CTO Stéphane Baumier expressed gratitude to UWA and CMG for organizing the visit, noting that the delegation gained valuable insights from CMG’s experience and would explore future collaboration opportunities. The visit was rich in content and yielded fruitful outcomes, offering a comprehensive showcase of China’s innovation in IP-based broadcasting, UHD production, and the application of the Audio & HDR Vivid standards. It provided useful references for media giants navigating business and technology transformation.

UWA will continue to deepen international cooperation, foster global exchanges, and promote the adoption of the Audio & HDR Vivid standards, contributing to the steady growth of the global UHD industry.