UHD SPAIN AT THE 4K HDR SUMMIT 2024: BENCHMARK IN AI, INTERNATIONAL AGENDA AND NEW PRESIDENT
- The association led important panels and presentations highlighting the development of Artificial Intelligence applied to the audiovisual industry, as well as the third edition of The UHD White Paper
- UHD Spain has also strengthened in this X edition of the 4K HDR Summit the ties with the Ultra High Definition forums in France and China, consolidating its position in the global UHD market
- Víctor Sánchez, Director of Media and Operations at TVE, takes over from Pere Vila as the new president of UHD Spain
Monday, November 18th 2024
The X edition of the 4K HDR Summit, with a special emphasis on Artificial Intelligence applied to the field of UHD, has had an outstanding participation of members of UHD Spain in various presentations and panels. The association, which brings together professionals and companies in the audiovisual industry in Spain to “promote together the television of the future”, took advantage of this platform to share its latest advances and collaborative projects, strengthening its role as a Spanish reference in the development of UHD technology and in the international arena.
UHD Spain, at the forefront of AI integration
During the opening day, on November 11, José Manuel Menéndez, representative of UHD Spain and academic at the Polytechnic University of Madrid, opened the event with the presentation of the third edition of the UHD White Paper. Menéndez outlined the ins and outs of the industry and Ultra High Definition, with this ‘technical manual’ intended to share work experiences and “provide companies with a reference that is very useful when dealing with these technologies,” including “the use of AI for measuring the subjective quality of user experience (QoE) in video.”
This was followed by a panel with different members of the association, focused on the presentation of the Proof of Concept (PoC) with AI carried out in this 2024, and which was one of the most anticipated points of the day, showing innovations in the integration of these technologies in the production of audiovisual content.
The director of this test, Ivan Lopez, director of RTVE; Emili Planas, CTO of Grup Mediapro and member of the Board of Directors of UHD Spain; Xavi Bonet, Image Postproduction Manager of 3Cat and member of the association; and Sonia Valladares, Staff Solutions Engineer at Dolby, also member of UHD Spain, were the members of this panel, as their companies have contributed actively to its full development. A filming in which the RTVE Orchestra and Choir have also actively participated and which has incredible locations such as the Teatro Real.
In his speeches, Emili Planas commented that with this test “we looked for the limits of the system to know how far we could go”. According to Iván López, it was “an experience divided into three phases, with 16:9 editing, immersive 360º and the use of three virtual rooms”.
Likewise, the members of this panel, with the exception of Planas, who was replaced by his colleague Marjourie Portal, Virtual Production Manager at Grup Mediapro; and the addition of Carlos Castán, Broadcast cinema and TV lenses at Canon Spain; attended the Seville European Film Festival. There they offered a colloquium talk about Artificial Intelligence and the audiovisual industry. A round table in which they also discussed whether AI would subtract jobs to the sector, reaching the conclusion that it does not have to be so. Of course, professionals will have to be updated and trained in this technology that is present and future.
Change in the presidency of UHD Spain
For his part, the hitherto president of UHD Spain, Pere Vila, addressed the audience at the 4K HDR Summit to highlight the work carried out by the association and the magnificent team that make up all the associated companies: “they represent the entire spectrum from one end to the other of the entire audiovisual production chain”. Likewise, he praised that “Spain is the first country in Europe to have an established 4K channel. To be here with this channel up and running is an honor”.
The day culminated with the General Assembly of UHD Spain, a key space for planning future initiatives and strengthening collaboration among its members. A meeting in which the presidential handover took place, and in which Vila, named Honorary Member, handed over the baton to Víctor Sánchez, Director of Media and Operations at TVE. “It is a real privilege to have assumed the presidency of this organization, taking the baton from Pere Vila, who has been a reference in the sector for years, being the former representative of RTVE. I thank Pere for his tireless work and all the members of the association for their trust, hoping to live up to it.”
The current president added “I am committed to continue promoting innovation and development of UHD and associated technology, as well as fostering collaboration between key industry players.”
International Relations
The 4K HDR Summit 2024 has thus emerged as a unique opportunity for UHD Spain to continue leading the conversation about the future of Ultra High Definition, especially in a context where digitization and technological innovation are increasingly relevant. And is that the members of the association met with other international forums and networks of UHD, France and China, trying to point to a future of greater integration and development in audiovisual technology.
Regarding our French neighbors, Jorge Rodriguez, Head of Product and Marketing of Hispasat, and responsible for international relations of UHD Spain, held a meeting with Jacques Donat-Bouillid, Director of France Télévision and President of the Forum AudioVisuel Numérique (FAVN). A meeting in which the issue of formalizing a Memorandum of Intent (MoU) to exchange knowledge and establish synergies was discussed.
Later, Rodriguez and Xavier Redón, Product Manager at Cellnex, had a meeting with the Chinese Sichuan UHD Video Industry Association (SUVA). Also the International Manager of UHD Spain, Jorge Rodriguez, attended the representative of the UWA (UHD World Association), which brings together 430 companies, Liqiang Zhao.
With an eye on the challenges and opportunities that the year 2025 brings, the participation of UHD Spain in this X edition of the 4K HDR Summit has meant not only consolidate its leadership in the domestic market, but also consolidate its role as a key figure in the global development of UHD technology. The event has been, once again, a showcase to showcase Spain’s capabilities in this field and a space for dialogue and collaboration between all players in the audiovisual industry.
For more information about UHD Spain’s participation in the 4K HDR Summit 2024, please visit www.uhdspain.com or follow our social networks.
The 4K HDR Summit 2024 conferences can be followed on Medina Media Events’ ‘The Observatory’ and will be available 24/365. On this platform, attendees can also schedule video meetings with other participants and speakers, in addition to exclusive virtual demonstrations.
About UHD Spain
UHD Spain is a non-profit association created on January 26, 2021 to promote Ultra High Definition (UHD) in Spain. Currently there are already 37 associate members: ADM, Agile Content, Ametic, Ateme, Atresmedia, Axion, Canal Sur, Canon, CCMA, Cellnex, Cires21, COITT, Dolby, Epam, Fenitel, Forta, Fraunhofer, Grup Mediapro, Gsertel, Henneo, Hispasat, Hurí, Lavinia, Medina Media, Rohde & Schwarz, RTVE, Sapec, Synamedia, Tedial, Telecom CLM, Televés, TRedess, TVU Networks, UPM, Uteca, Vestel and Video-MOS.