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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 Temple for 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.

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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.

Watch the full replay on YouTube: https://www.youtube.com/watch?v=j0Mj3iwFuPg&t=4s

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.

🎞️ Short-form promos and social media highlights:

• Instagram Reel
• YouTube Shorts
• TikTok Clip
• X (Twitter) Post
• Facebook Video

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.

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!