NAB 2016: Technicolor has partnered with content services firm Vubiquity to deliver automatically up-converted high dynamic range (HDR) content.

Vubiquity is to operate what it described as the industry’s first “in-network” HDR up-conversion and delivery service to network service providers and content owners.

The service will enable any network to offer consumers both live linear programming and video-on-demand (VOD) in HDR. 

Vubiquity’s clients include Sony Pictures, MGM and MTV.

Two of Technicolor’s HDR technologies embedded within the Vubiquity range of content services including Technicolor’s HDR ‘Intelligent Tone Management’ system which allows programmers to “up-convert” Standard Dynamic Range (SDR) content to HDR.

Technicolor’s HDR distribution technology is ‘backwards compatible’, which the company said would allow encoded video to be delivered through a single stream to both HDR-enabled devices as well as older TV sets with legacy SDR displays.

Technicolor VP corporate partnerships and alliances Mark Turner said: “This announcement contributes to Technicolor’s ongoing mission to bring the best and most immersive cinematic-quality experience to as many people as possible around the world.

“Vubiquity has a global network with hundreds of content partners and distributors. By embedding Technicolor technology into Vubiquity’s services, visually richer HDR experiences can reach more consumers at a faster pace.”

A commercial launch is due later this year.

Technicolor and Vubiquity will be demonstrating the offering in a simulation of a live broadcast at NAB.