UHD SPECIAL - AUTUMN 2017 UHD_AUTUMN 2017 | Page 22

A
Vivicast: More cable operators
taking UHD plunge
ccording to Stuart Smitherman,
president of Vivicast Media, the
curtain is finally raising in the
US for 4K/High Dynamic Range (HDR).
While Hollywood has been mastering an
increasing amount of programming in HDR,
and Amazon, Netflix and DirecTV have been
successfully delivering UHD content, we are
now starting to see cable operators taking the
plunge.
“We knew this day would arrive,” he says.
“Vivicast Media launched into licensing 4K/
HDR content more than four years ago, just
as the dramatic 4K and 8K picture quality
started to capture the industry’s attention.
Key technology challenges have now been or
are on the way to being successfully addressed
— including the ability to compress adequate
bandwidth required to deliver the signal into
the home — just as HDR/UHD-ready TV
sets and HDR/UHD content and delivery
are finally catching up with one another,” he
advises. “Once 4K set-tops are more readily
available, the landscape looks (literally)
picture perfect.”
At the same time, Smitherman notes, recent
months have seen an encouraging evolution
in 4K/HDR thinking by cable and IPTV
operators who are beginning to trial and test
4K channels, responding to the increasingly
vocal demands of subscribers.
“Two forward-thinking cable systems
— Marquette-Adams of Oxford, Wis., and
Highlands Cable Group of Highlands, N.C.
— are giving the industry a glimpse into the
future of 4K/UHD,” he notes. “While these
systems may be small in scope, they loom
large for pioneering UHD and HDR into the
home. As a result of their historic ‘proof of
performance’, we are seeing an acceleration of
UHD delivery to homes nationwide.”
According to Smitherman, the set-top
box still continues to be the largest barrier
to entry for cable operators of all sizes.
“Although set-top manufacturers have begun
in earnest to integrate the 4K chipset, we are
unlikely to see these readily available in the
market until later this year. Still, several of
the large tier-2 operators have decided not
to wait any longer and are actively pursuing
either alternative STBs or have designed their
own 4K compatible set-tops to meet rising
subscriber demand,” he reports.
Factors contributing to the inevitability of
UHD in the US, according to Smitherman,
include:
• The sheer number of UHD TVs currently
sold in the U.S. is rising. The sales rate of
UHD TVs is about five times faster than
the move from SD to HD, and the new
technology is encouraging consumers to
seek out UHD content.
• There are more dedicated 4K and HDR
channels and content. Cable and IPTV
operators interested in 4K channels want
more than just one or two — and they are
getting their wish. Vivicast media alone
represents seven of the full-time 4K/UHD
channels, targeting the full cross-section of
core demographics.
• Viewer awareness is growing. HDR is fast
transforming among consumers from a
fascination to demand. Subscribers are
letting operators know they want this image
quality every day of the week across all of
their channels. And, yes, they are willing to
pay more.
• Obstacles are disappearing and the
competition is increasing. Several of
the larger cable companies in the U.S.
are demonstrating a desire to offer 4K
channels, not only because of anticipating
the inevitable competition from major
networks but also due to the erosion of their
subscriber base from both satellite-TV and
over-the-top providers such as Amazon and
Netflix who have been actively offering 4K
for more than a year.
“The pieces of the puzzle are fitting together
as television sets, delivery technology and
content are converging to ready 4K/HDR for
the mass market,” he concludes.
Evertz supports
Love Nature’s 4K
launch Media have a long standing
Media and entertainment allowed us to define a quick
technology solutions and simple way to add an
specialist Evertz additional 4K channel to their
Microsystems has system with only incremental
confirmed that its UHD costs,” said Dan Turow,
solution has been selected vice president of file based
by Blue Ant Media for its solutions at Evertz.
and deep partnership. This
relationship and the existing
core