For 100+ years, Technicolor has been building upon its rich Hollywood heritage – and leadership role in color & image technology, research and innovation – to deliver the most exciting viewing experiences to consumers at home and on-the-go. With that same pioneering spirit, Advanced HDR by Technicolor delivers to consumers exceptional High Dynamic Range (HDR) viewing experiences across the multitude of platforms available today.


Widespread market adoption of any new technology often depends on how well you manage expectations and ease the transition from legacy systems to whole new worlds of wonder and amazement. With HDR, this means bridging the gap between SDR and the new world of HDR in a way that makes the transition smooth and painless for all stakeholders, especially the end consumer.

Advanced HDR by Technicolor does just that by combining HDR and SDR content in a single stream. Based on an open approach, this unique HDR distribution solution is format agnostic and can take all HDR formats, as well as SDR formats, as inputs and then normalize and deliver all of them on any HDR or SDR device, ensuring a consistent experience in both HDR and SDR worlds.  


Advanced HDR by Technicolor is a combination of the award-winning technologies Technicolor HDR ITM (Intelligent Tone Management) – which up-converts SDR content to HDR – and Technicolor HDR – which simultaneously distributes HDR and SDR content through one single stream. Recognized with the 2016 CSI award for Best Digital Video Processing Technology and with the 2017 BIRTV Award for outstanding Technology, Advanced HDR by Technicolor is a designation reserved for devices that deliver HDR experiences reaching the highest quality benchmarks set by Technicolor.


Gives audiences the best viewing experience and maintains creative intent on all available devices, regardless of format or display peak luminance.

  • Adapts to any workflow, content, or display peak luminance on a frame-by-frame basis.
  • Allows a broader array of compelling content well beyond the available native HDR content, inclusive of live broadcast and existing libraries.
  • Save millions of dollars in infrastructure through no need for a separate delivery system, more efficient use of network resources, simplified management, lower storage costs, and cost-effective implementation.
  • Allows an optimal HDR experience for content Presented in Technicolor HDR.