The UHD World Association (UWA) is honored to announce that the 2025 UWA Summit and Member Conference will take place in Shenzhen, China, from November 5 to 8, 2025.
As a leading event in the global ultra-high-definition (UHD) audiovisual industry, the Summit aims to consolidate resources and industry strengths, foster collaboration, advance technology innovation and product applications, cultivate emerging business models, and build an internationally advanced UHD ecosystem.
In parallel, the 2025 Consumer Electronics Innovation Congress (CEIC) will be held, bringing together innovators, experts, and enterprises to explore the future of intelligent audiovisual technologies and next-generation consumer experiences.
A Global Gathering of Innovation Leaders
Under the theme “Infinite VIVID, Intelligent FUTURE,” the 2025 UWA Summit will unite global UHD professionals, enterprises, and research institutions to share insights, discuss trends, and promote the high-quality development of the global UHD audiovisual industry.
The Summit will feature a comprehensive agenda, including:
UWA Member Council Meeting
Keynote Main Forum
Parallel Sub-Forums and Thematic Seminars
Exhibitions and Technology Showcases
Release of the World UHD Innovation Ceremony
The VIVID Gala, celebrating creativity and excellence in UHD innovation
These sessions will provide an open platform for collaboration and dialogue across the entire UHD value chain — from content creation and technology development to display, distribution, and application.
An Open Invitation to Collaborate
UWA sincerely invites all members, global partners, and industry experts to participate in the 2025 UWA Summit and CEIC events. Whether through keynote speeches, forum participation, or networking at the VIVID Gala, every participant will play a part in shaping the intelligent future of UHD technology.
Registration Information
Date: November 5–8, 2025
Location: Shenzhen, China, Shenzhen Exhibition Center
Mission Digital, a leading UK-based digital workflow company for high-end TV and film production, has officially joined the UHD World Association (UWA). As the first HDR Vivid-certified grading facility in the UK, Mission sets a new benchmark for post-production and creative review environments.
Located at Shepperton Studios, Mission’s Digital Screening & Grading Room extends its end-to-end workflow approach, providing filmmakers with a trusted, calibrated space for critical review. The facility has welcomed multiple Academy Award-winning cinematographers and top international creative talent. It is equipped with a Christie DCI projector on a 4-meter screen, a 31-inch Sony HDR/SDR reference monitor, and most recently, a 77-inch UHD 4K HDR display.
Notably, this HDR display not only supports HDR10 and HDR10+, but also fully integrates HDR Vivid, achieving peak brightness of up to 1,600 nits. This makes Mission uniquely capable of offering an end-to-end HDR Vivid workflow—from HDR Vivid grading and mastering through to consumer-level playback demonstrations on HDR Vivid-enabled televisions. This ensures that the creative intent is faithfully preserved all the way from production to the living room, giving both filmmakers and audiences confidence in the consistency and quality of the experience.
Vincent Zhang, Secretary-General of UWA, said:
“We are truly honored and delighted to warmly welcome Mission into UWA. As the first HDR Vivid-certified grading facility in the UK, their pioneering practice and achievements hold landmark significance for the development of the global UHD ecosystem. This marks an important milestone in UWA’s international growth. Looking ahead, we look forward to deepening our collaboration with Mission to demonstrate how HDR Vivid empowers creators in content production, and how optimizing content distribution and presentation can deliver richer, more diverse, and deeply immersive audiovisual experiences for audiences worldwide.”
Mark Purvis, Mission Digital’s CEO, said:
“Joining UWA marks an exciting new chapter for Mission. We have always heavily invested in colour science and we were early advocates of ACES colour management. The next natural step is HDR Vivid.”
Kevin Shaw, Mission’s Head of Colour said:
“HDR Vivid allows us to provide filmmakers and studios with cutting-edge tools to ensure their creative vision is presented exactly as intended—whether for global audiences or specifically for the rapidly growing Chinese market. With our HDR Vivid mastering capabilities and the ability to showcase consumer playback on HDR Vivid televisions, we can demonstrate the true end-to-end value of the format. We are proud to collaborate with UWA to showcase these capabilities at IBC and beyond.”
This collaboration signifies a shared commitment to advancing the UHD industry, building a strong foundation for the global adoption of HDR Vivid, and driving the integration of technological innovation with artistic expression to support the high-quality development of the creative industries worldwide.
The UHD World Association (UWA) is proud to announce a technical collaboration with Avid® that brings the Audio Vivid standard into the Pro Tools® ecosystem. For the first time, Avid presented at IBC 2025 a specially configured Pro Tools workstation supporting Audio Vivid, marking an important milestone for this open and immersive audio format for professional post-production and broadcast workflows.
UWA is among the first organizations to integrate with Avid’s immersive SDK, pioneering a deep fusion between spatial audio production and Pro Tools workstations. This breakthrough significantly boosts the efficiency of spatial audio creation and output, delivering a truly immersive and lifelike audio experience.
“The successful integration of Audio Vivid into the Pro Tools ecosystem marks an important milestone in advancing immersive audio technology from standard-setting to deep industry adoption. Through this in-depth collaboration with Avid, open technical architecture is combined with top-tier professional performance, setting a new global benchmark for immersive audio workflows. At the same time, it opens a vital channel for Audio Vivid to establish its global market presence and connect with the international professional creation ecosystem, further driving the global audio industry toward a higher level of immersive experience,” said Vincent Zhang, General Secretary, UWA.
“Bringing Audio Vivid into Pro Tools via our immersive SDK reflects Avid’s commitment to open standards and innovation. This integration enables native support for object-based spatial audio workflows, giving professionals powerful new tools for immersive production,”said Chris Winsor, Director of Product Management at Avid.
At the Avid booth, technical experts demonstrated how Pro Tools supports the Audio Vivid format, giving visitors a first-hand look at the new workflow. While IBC marks the first public demonstration, the official release of Audio Vivid within Pro Tools is coming soon.
About Avid Technology, Inc.
Avid Powers Greater Creators: People who create media for a living become greater creators with Avid’s award-winning technology solutions to make, manage and monetize today’s most celebrated video and audio content – from iconic movies and binge-worthy TV series, to network news and sports, to recorded music and the live stage. What began more than 30 years ago with our invention of nonlinear digital video editing has led to individual artists, creative teams and organizations everywhere subscribing to our powerful tools and collaborating securely in the cloud. We continue to re-imagine the many ways editors, musicians, producers, journalists, and other content creators will bring their stories to life. Discover the possibilities at avid.com and join the conversation on social media with the multitude of brilliant creative people who choose Avid for a lifetime of success. https://www.avid.com/
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.
UWA will be at the heart of IBC 2025 from September 12 to 15th with a dedicated stand featuring exclusive demos, including an immersive Audio & HDR Vivid room, illustrating how these open, interoperable standards can transform professional audio and video workflows.
With 460+ members, a global footprint in 23 countries, and 65 technical standards (plus 27 white papers), UWA is scaling open standards into real products, channels, and content.
Showcase Highlights
New Avid Partnership — UWA and Avid are joining forces to integrate Pro Tools workflows with Audio Vivid standards. This collaboration will accelerate smarter, more efficient content creation, editing, and delivery — from live broadcast to post-production.
Vivid Broadcast — From the Spring Festival Gala to global sports events, Vivid technology powers large-scale live productions with cinema-grade fidelity and stability.
Vivid at Home — 305 certified devices across 1,537 models (TVs, phones, projectors, cars, set-top boxes) already bring “live-event” immersion to daily life.
Vivid International — Audio Vivid has been adopted by ITU, DVB, and IEC as a next-gen 3D audio standard; HDR Vivid is included in ITU SG6 reports.
Vivid Content — 100k+ hours of HDR Vivid video and 5M+ Audio Vivid tracks are now available on Tencent, iQIYI, Migu, Mango, Huawei Video, and more.
Vivid in Car — Immersive sound and vivid content displays are already integrated into 28+ car models across leading EV brands.
Immersive Demo Room at IBC — Experience HDR Vivid, 7.1.4 object-based audio, and end-to-end certified workflows.
Booth Events
Happy Hour & Demo Premiere: September 13, 4 – 6 pm — Meet the UWA community, test the immersive room, and connect with experts.
Visit the UWA booth at RAI Amsterdam to explore the future of immersive standards, meet our partners, and discover how Vivid can elevate your broadcast, home, car, and OTT experiences.
The 2025 UWA SUMMIT & UHD World Association Annual Meeting is scheduled to take place on November 5–8, 2025 in Shenzhen China, alongside the inaugural Consumer Electronics Innovation Congress (CEIC).
CEIC, themed “New Electronics, New Experience, New Consumption,” will be a world-class event showcasing cutting-edge technologies and innovative products in the consumer electronics sector. Centered in Shenzhen, CEIC brings together leading smart device companies, international industry associations, and standards organizations to highlight a new wave of consumer electronics driven by technological innovation.
At the 2024 UWA SUMMIT, over 600 representatives from member organizations, universities, industry stakeholders, and international partners—including 17 overseas companies and organizations—participated onsite. The “UWA UHD Technology Standards & Ecosystem Leadership Exhibition” gathered over 80 exhibitors showcasing more than 100 innovations across the UHD audiovisual value chain, spanning content creation, production, transmission, display, and terminal applications, as well as standards and applications like Audio Vivid and HDR Vivid.
This year, under the theme “Infinite Vivid, Smarter Future,” the 2025 UWA SUMMIT will feature:
Council meeting, Annual Member Conference, Main Forum, Parallel Forums, and Working Group sessions
Special events including the Vivid Jingcai Music Festival and Vivid Night
The concurrent “UWA UHD Industry Ecosystem Experience Exhibition”, which will present breakthroughs across the Audio & HDR Vivid ecosystem, UHD content and channels, color grading & mixing, encoding & decoding, large-screen displays, and innovations across People, Car, Home, and Cinema use cases.
We warmly invite all UWA members to participate and showcase your latest products, solutions, and applications.
Exhibition application deadline: September 12, 2025
On July 12th, the first HDR Vivid/HDR LED version film to make its debut on the big screen (based on HDR Vivid technology) – the fantasy epic Liaozhai: Lanruo Temple produced by Light Chaser Animation – landed in the summer schedule. This masterpiece, crafted with great effort by the original team of The Longest Day in Chang’an, interprets the aesthetics of Eastern supernatural tales with cutting-edge visual effects technology. With this groundbreaking technical presentation, it injects new vitality into the summer film season.
As the second work in the new culture series of Light Chaser Animation, Liaozhai: Lanruo Temple bears the immense dedication of the creative team in every aspect, from script adaptation and scene design to character development. Its specially launched HDR Vivid/HDR LED version achieves “every detail rendered with exquisite clarity” in the frame, bringing the audience an unprecedented visual feast.
HDR Vivid/HDR LED breaks through the limitations of traditional SDR (Standard Dynamic Range). It achieves a technical breakthrough in the film Liaozhai: Lanruo Templefor the first time, awakening the sealed color details with a higher dynamic range and wide color gamut. This technology accurately presents the Eastern fantasy scenes such as the emerald green of moss under the moon and the luster of gold-plated patterns, greatly enhancing the dark area levels and spatial immersion. At the same time, it perfectly restores the subtle expressions of characters, the texture of hair strands and the texture of ancient temples, deepening emotional resonance. This version will be exclusively shown in theaters adapted to the HDR Vivid/HDR LED format, bringing the audience a revolutionary audio-visual experience and promoting the innovative development of the industrial ecosystem.
Awaken the sealed vivid colors and step into the Eastern fantasy world
Liaozhai: Lanruo Temple pioneered the use of a story collection format, and for the first time, brought the classic masterpiece Strange Tales from a Chinese Studio by Pu Songling, the king of world short stories, to the domestic animated big screen. The SDR used in traditional cinema halls often has deficiencies in performance, making it difficult to present richer light, shadow details and color levels. Dark and thrilling scenes may become vague gray-black silhouettes, and when characters are in complex environments, the audience can hardly see the details, losing the immersive atmosphere. The root cause lies in the limited contrast and color expression of SDR, which is like covering the frame with a dim gray veil.
In contrast, the HDR Vivid/HDR LED version has a higher dynamic range and a wider color volume, allowing the audience to see richer frame’s colors and detail levels. Even in the deepest dark night scenes, the HDR Vivid/HDR LED version can accurately show the light and dark levels of the night and the delicate moonlight, making every sealed color break out of its cocoon.
Take the opening “Night Exploration of Lanruo Temple” in Liaozhai: Lanruo Temple as an example. Under the presentation of the HDR Vivid/HDR LED version, the moss on the stone steps reveals a moist and deep emerald green under the moonlight; the mist lingering in the thousand-year-old ancient forest is as light and elegant as real silk; where the murals are peeling off, the gold-plated background flows out with molten gold-like luster and details in the dark. The HDR Vivid/HDR LED version endows these dark scenes with a deep and clear texture, greatly enhancing the sense of space and immersion. The progressive mysterious atmosphere and thrilling plots, catalyzed by intense and precise colors, directly hit the senses, making people overwhelmed.
The ultimate presentation technology of the HDR Vivid/HDR LED version of Liaozhai: Lanruo Temple allows the audience to truly immerse themselves in this bizarre and illusory-intertwined fantasy world in the cinema.
HDR Vivid/HDR LED lights up details and unlocks ultimate reality
Liaozhai: Lanruo Temple is committed to bringing the bizarre world where humans and demons coexist, as described by Pu Songling, to the screen in both an original and novel way. The profound reflections on the good and evil of human nature, the persistence of true feelings, and the subtle moods all take vision as the cornerstone of emotional resonance.
In the HDR Vivid/HDR LED version of Liaozhai: Lanruo Temple, the audience can not only accurately capture the fine sweat and pore texture on the scholar’s face, but also clearly see the hint of tears in Nie Xiaoqian’s eyes that want to speak but stop. The characters seem to be close at hand, and every subtle expression accurately conveys the various hearts of the characters: the greed of those seeking immortality and Taoism, the sincerity of those with childlike innocence and true dreams, the deep love between humans and ghosts in troubled times, the complex and endless conjugal love, and the life-and-death commitment of true feelings. Thirty thousand strands of hair are precisely simulated by Houdini to reproduce the natural drooping; Chen’s Ru skirt is meticulous, every line on the scholar’s lantern, and the architectural textures of the twenty-seven thousand-year-old ancient temples are clearly visible… The HDR Vivid/HDR LED theater will bring the audience an ultimate immersive experience.
The HDR Vivid/HDR LED version of Liaozhai: Lanruo Temple will be exclusively shown in cinema LED halls that meet relevant industry technical standards. The significant contrast between light and dark, rich color levels, and transparent and delicate frame texture will greatly enhance the realism and three-dimensional immersion of the viewing experience.
Not only in cinemas, but also from terminal hardware to content ecology, the industrial ecology of HDR Vivid technology is accelerating its prosperity and development. Mainstream platforms such as Tencent Video, iQiyi, Migu Video, Mango TV, Huawei Video, and Bilibili have all supported HDR Vivid technology. Users only need to select the viewing mode with the HDR Vivid logo on these platforms to enjoy a more realistic and vivid audio-visual feast anytime and anywhere.
In the future, HDR Vivid technology will continue to assist industry partners, bringing consumers audio-visual content with more delicate image quality, more vivid colors, and more stunning sound effects, providing a renewed high-quality and wonderful audio-visual experience.
On July 3, 2025, the digital audio interface standard IEC 61937-17:2025 was officially released. Led by the China Electronics Standardization Institute, the chairing organization of the Standards Working Group of the UHD World Association (UWA), the standard was developed over a three-year period. This process included technical proposals, two rounds of national committee voting, project approval, standard drafting, and multiple revisions, ultimately resulting in its formal release.
This standard defines the encapsulation and transmission of Audio Vivid digital audio interfaces compliant with the IEC 60958 specification. Audio Vivid, known in Chinese as 菁彩声, now has a formalized standard framework for transmission via HDMI/GPMI interfaces. The publication of IEC 61937-17 lays a solid foundation for the broader ecosystem implementation of Audio Vivid digital audio technology, promoting seamless connectivity between audio devices and efficient data transmission. It marks a key milestone in the internationalization of the Audio Vivid standard.
Building upon IEC 61937-17, the Audio Standards Subgroup under the UWA Standards Working Group is currently developing the “3D Audio Technical Specification Part 2-1: Application Guide – System Integration”. This forthcoming guideline aims to provide actionable technical specifications to support interoperability among Audio Vivid-compatible terminal devices. Meanwhile, member companies of the alliance are actively developing products compliant with the standard, with commercial launches expected to begin by the end of 2025.
Introduction to the IEC 61937 Series of Standards:
The IEC 61937 series is developed and published by the International Electrotechnical Commission (IEC) / Technical Committee 100 (TC100) for audio, video, and multimedia systems and equipment. These standards define the interface specifications for transmitting non-linear PCM encoded audio bitstreams over digital audio systems, ensuring compatibility and interoperability across various devices and platforms.
Applicable to a wide range of digital audio equipment—such as DVD players, Blu-ray players, digital TV receivers, and audio decoders—the series specifies the encapsulation formats, transmission protocols, and clock synchronization mechanisms required for sending different types of audio streams to terminal devices via the IEC 60958 interface. The standards ensure high-quality and low-latency audio transmission.
Currently, the IEC 61937 series supports a variety of audio codecs, including Audio Vivid, AVSA, AC-4, MPEG-H, DTS, and AAC. Under the guidance of these standards, manufacturers can ensure that their products are globally compatible while delivering an outstanding audio experience to end users.
On 28th June, a high-impact live webinar was co-hosted by renowned French UHD influencer David Nogueira and UWA member HighFun, streaming simultaneously on YouTube, Twitch, and TikTok. This session marked another meaningful step in the global conversation around UHD innovation and production practices.
During the session, David Nogueira led the audience through an in-depth exploration of UHD content creation and workflow optimization, with Highfun actively participating in the Q&A, offering technical insights and field-tested experience. The discussion covered various aspects of UHD production, streaming optimization, and content delivery, with real-time viewer engagement across platforms.
Key Highlights:
Expert commentary from David Nogueira on emerging trends in the UHD content ecosystem
Live technical Q&A with Highfun on challenges and solutions in UHD workflow
Multi-platform simulcasting reaching a broad international audience
David Nogueira will also be joining the UWA team at IBC 2025 in Amsterdam, and further collaboration is being considered — including potential live segments streamed directly from the IBC show floor.
As UWA continues to deepen its international engagement, initiatives like this help amplify member voices, showcase real-world UHD applications, and foster stronger ties between creators, technologists, and global audiences.
Stay tuned for more live activations and cross-platform collaborations as we prepare for IBC 2025 and beyond.
