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.
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.
