Warwick leader in High Dynamic Range video to demo at worlds biggest media tradeshow
15 February 2012
WMG at the University of Warwick and spin out company, goHDR, will be exhibiting their cutting-edge video imaging technology at the world’s largest electronic media show in April. goHDR’s High Dynamic Range (HDR) video technology enables the image detail that is typically lost in the glare of bright light and in deep shadow on standard High Definition (HD) video to be revealed with the same clarity as seen by the human eye.
WMG and goHDR have been invited to showcase their HDR research at the NAB Show®, in Las Vegas, from 14-19 April. goHDR has already released a free beta version of its HDR viewer and will be demonstrating the latest advances, including 3D-HDR, from its research laboratories.
HDR video can capture ‘real world’ lighting without losing any detail in widely contrasting lighting conditions, so you can clearly see the football when it is kicked from sunshine into the shadow of the stadium. That requires five times as much data capture as ordinary video, equivalent to a CD of data a second. goHDR’s software technology solves the problem of how to compress, manage and display the huge data stream produced by HDR video cameras, making it possible to see high image detail and quality that exceeds standard HD technology.
Alan Chalmers, Professor of Visualisation and Innovation Director at goHDR (pictured), says: “We are going to be demonstrating a number of research prototypes at the NAB Show that we believe will enable a step change in TV viewing that has been waiting to happen for a number of years. Kicking off this revolution is our media viewer which you can download for free from our website www.goHDR.com. Our encoding software will shortly be available for license by camera manufacturers and broadcasters.”
He adds: “We are very excited to be demonstrating what HDR technology is capable of. This exhibition was the springboard for the first High Definition TV broadcast back in 1996. Our HDR technology, including our very latest 3D-HDR system, is as significant as that development and we are delighted to be presenting it at the same show.”
The NAB Show, run by the US National Association of Broadcasters boasts more than 1,500 exhibitors and an expected 90,000 attendees from 150 countries.
goHDR was set up in 2009 with assistance from Warwick Ventures, the University of Warwick’s technology commercialisation arm and is founded on research carried out by WMG. The company has produced a number of short films demonstrating HDR imaging, which can be viewed on the website.
Professor Chalmers explains: “You need to be able to see this technology in action to appreciate the difference it will make to people’s viewing experience. goHDR has access to the world’s first HDR camera capable of capturing 20 f-stops at 30 frames a second, and we have produced some short film clips that demonstrate what the future of cinematography can be with such technology.
Notes to Editors:
1. goHDR is a software business, whose niche is to provide advanced data compression algorithms to all those who are developing High Dynamic Range (HDR) technology. Its aim is to be the leader in the software that enables HDR video. For more information, go to www.gohdr.com
2. WMG was founded by Professor Lord Bhattacharyya in 1980 to help reinvigorate UK manufacturing. An academic department of the University of Warwick, it is an international role model for how universities and business can successfully work together. WMG is at the forefront of innovative technology, leading major multi-partner projects to create and develop exciting new processes and products that can lead to major breakthroughs and be of huge benefit to organisations. From its inception WMG’s mission has been to improve the competitiveness of organisations through the application of value adding innovation, new technologies and skills deployment, bringing academic rigour to industrial and organisational practice. Today there are some 300 staff working across four buildings on the University of Warwick campus plus collaborative centres in six countries and a turnover of around £36m per year.
3. Warwick Ventures Ltd is a subsidiary of the University of Warwick. It has the mission of commercialising the world-leading research of the University, in which £120 million per year is invested. Its aim is to create new enterprises and new products, to build the regional and national economy and to aid the well-being of people. It works with many individuals and commercial partners, who collaborate in product development, invest in our spin-out companies and license our technologies. Its innovations span a wide range of technologies and sectors, and new innovations emerge every week. For more information, go to www.warwickventures.co.uk
4. The NAB Show®, to be held April 14-19 2012 in Las Vegas, is the world's largest electronic media show covering filmed entertainment and the development, management and delivery of content across all mediums. With more than 90,000 attendees from 151 countries and 1,500+ exhibitors, the NAB Show is the ultimate marketplace for digital media and entertainment. From creation to consumption, across multiple platforms and countless nationalities, the NAB Show is home to the solutions that transcend traditional broadcasting and embrace content delivery to new screens in new ways. Complete details are available at www.nabshow.com.