Mark Turner, Vice President, Partnership Relations and Business Development at Technicolor
Higher Dynamic Range (HDR), wider color gamut and 4K UHD are terms well entrenched in the lexicon of advanced video technologies. But what challenges and opportunities do these game-changing capabilities pose for Over-The-Top (OTT) providers? We recently caught up with Mark Turner, Vice President, Partnership Relations and Business Development at Technicolor to discuss the challenges and opportunities facing OTT providers now.
What challenges do OTT providers face as they grapple with the impact of adopting new video technologies today?
Turner: There has been a lot of confusion about higher dynamic range and wider color spaces because these are completely new technologies for distribution, for consumers, and for content creators. That's why we need to work together to determine a common way of describing these technologies to everyone in the value chain. All of these technologies need to be resolved and presented to the market in a rational manner in the next few months and years.[subscribe_reminder]
Specifically, what do OTT providers need to know about the impact new technologies like Higher Dynamic Range (HDR) and Wider Color Gamut (WCG) will have on their business model?
Turner: HDR and WCG are going to have a huge impact on consumers -- and therefore on the economics of the OTT business -- globally for the next few years. These technologies will change the viewing environment and have tremendous impact on what consumers are watching and where they're watching it. And OTT providers have to be ahead of that curve.
OTT providers live in an Internet-driven world, as new video technologies, device types, app development formats and upgrades in the Internet infrastructure emerge. What are the biggest challenges for OTT providers now?
Turner: If you're an OTT provider, you already have a challenge because you're coming on an unmanaged network, dealing with variable bandwidths and very different devices. People are watching on everything from a cell phone through a tablet to a big-screen TV -- and you have to deliver to all those different environments. Any change is therefore a challenge. We're talking about changing the picture, the most fundamental part of what you're streaming.
What is the good news for OTT providers?
Turner: The good news about being an OTT provider is ---you have a lot of choice. The down side is--- you have a lot of choice. Our prediction at Technicolor is enhancements like Higher Dynamic Range, Wider Color Gamut - they're going to come a lot faster than 4K did, because they're a lot more impactful for consumers. When a consumer sees it, they're going to be very attracted to the image and they're going to expect it on a lot more content.
What about the impact of standards?
Turner: OTT providers don't have to worry about broadcast standards, which vary from region to region. They define their apps, they write their apps, they deliver over the internet where there are fewer rules, and they do all their own encoding and delivery. They are the only end-to-end ecosystem that does not have to rely on any standards body to tell them how they have to deliver, when they have to deliver by, what they have to change in their infrastructure. They control their own destiny.
Given the wide range of choices that they have, what do OTT providers need to know when they move forward with these technologies in their business strategy?
Turner: If you're an OTT provider, we've already established these things are going to move fast. The question is how do you make the decision of when to leap -- and which of these technologies do you adopt? The good news is your consumers are going to tell you. You're going to know that consumers are more attracted to a certain kind of content that has a higher dynamic range, a wider color space or is somehow more impactful because you can see that they are watching for longer, they're turning off less, they are transacting more often for that content when they see that it's available in a new video technology. Those are your key metrics. OTT providers live by metrics, so you're going to know what is impactful for your business line much faster than anyone in the broadcast world or Pay TV world. That's the good news.
What's the bad news?
Turner: The bad news is that they have a lot of work to do and can't be certain about which technology to pick. At Technicolor, we can help with that, we can do consumer research, we can try different technologies out on different pieces of content, see what is resonating, and then do some joint work with OTT providers. This work is important, because whatever we do to the content, we must remember that much of it is going to last for the next 50 or 60 years so. If you're shooting content now, you need to assume that the world is going to keep moving on - and shoot and prepare for that world.
Do OTT providers' investments in technology pose a barrier to adoption of HDR?
Turner: It's not a big investment that needs to be made all at one time. You can test the water with small, incremental steps. You can try one season of a TV show in HDR and see what happens to the numbers. Do the same thing with a few movies. I'd actually recommend going back and picking a few similar titles out of the library - from similar time periods, shot on similar film stock, re-grade those in HDR, put them out and see which ones do better. Then you have to ask: Can you actually see the difference in viewership or transaction numbers when you improve the viewing quality? Based on the answer to that question, you can form a business case to go back and choose which ones to do from the library.
It sounds like OTT viewership data is l
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Liberty University on why broadcast technology isn't just a technical invest...
08/05/2026
COW Jobs: UGC, On-Camera Video Content
Brie Clayton May 7, 2026
0 Comments
UGC, On-Camera Video Content
April 17, 2026Documentary Editor - US,......
07/05/2026
Journalists reporting on Sudan are working in one of the most complex and fast-m...
07/05/2026
Multi-year partnership positions Victory+ as a free home for Dallas Cowboys orig...
07/05/2026
From sideline reporting to directing and producing, the talented sophomore is building a well-rounded foundation for a career in live sports production
In the ...
07/05/2026
Cobalt Digital has received two Future Best of Show awards at NAB Show 2026. The COBALT blueCORE platform was recognized by TV Tech, and the COBALT PACIFIC ULL-...
07/05/2026
ESPN analyst Mina Kimes will host the televised semifinals and finals of the 202...
07/05/2026
Bitmovin has announced that MUBI, the global film streaming platform, has selected Bitmovin as its cloud VOD encoding partner. Bitmovin's encoding infrastru...
07/05/2026
NBCUniversal Telemundo Enterprises and the U.S. Soccer Federation have announced...
07/05/2026
Angel City Football Club (ACFC) and Victory have announced a regional broadcast partnership bringing live match coverage to fans across the greater Los Angeles...
07/05/2026
Spiideo has announced the launch of AI Highlights inside Spiideo Play, its automated sports production platform. AI Highlights combines video, event data, audio...
07/05/2026
Leostream Corporation has announced a unified remote access ecosystem for high-p...
07/05/2026
The Atlanta Dream has partnered with Victory to stream all locally broadcast Dream games for free, expanding the team's digital distribution strategy and g...
07/05/2026
Riedel Communications has announced the appointment of Marc Engroff as Chief Fin...
07/05/2026
SES and ARD, Germany's largest public broadcasting network, have announced a long-term extension of their satellite distribution partnership through 2039. U...
07/05/2026
UpLight Technologies delivers a flexible video and lighting system for a new televised sportLaunching the Pro Cheer League required more than creating a compell...
07/05/2026
Full Day Productions and GSE Worldwide have announced Spikes Under the Lights, a...
07/05/2026
Seit dem Start im Jahr 2023 hat DJ (Beta) das personalisierte H rerlebnis von 94...
07/05/2026
Da quando stata presentata nel 2023, DJ (beta) ha aiutato a definire un'esperienza d'ascolto pi personalizzata per 94 milioni di utenti Spotify Premi...
07/05/2026
Since launching in 2023, DJ (beta) has helped shape a more personalized listenin...
07/05/2026
Desde o lan amento em 2023, o DJ (beta) j ajudou a deixar a experi ncia de ouvi...
07/05/2026
From our earliest days, Spotify has been built on a simple principle: Great audio should be easy to reach. It's what's driven us to expand from music to...
07/05/2026
Asian and Pacific Islander artists continue to shape the global soundscape, pushing creative boundaries and connecting with fans worldwide. This Asian & Pacific...
07/05/2026
Company announce long-requested choir instrument
In the latest expansion of their Symphonic Elements series, UJAM have introduced an all-new vocal instrumen...
07/05/2026
Modular-inspired sound generation with digital control
Buchla have introduced Ziggy, a new compact synthesizer built around the company's complex oscill...
07/05/2026
Combines analogue voices with digital synthesis and sequencing
Polyend have announced Drums, a new hybrid analogue and digital drum machine that combines sy...
07/05/2026
Control surface now officially supports four DAWs
When Nektar launched the Panorama CS12 control surface, it worked exclusively with Apple's Logic Pro, ...
07/05/2026
In the first quarter 2026, SGL Carbon generated consolidated sales of 184.5 million, which was 49.8 million, or 21.3%, lower than in the prior year (Q1 2025: ...
07/05/2026
Rohde & Schwarz and Greenerwave achieve precise and fast ESA antenna characteriz...
07/05/2026
Two multi-role L3Harris products - the Red Wolf launched effects vehicle and SK...
07/05/2026
L3Harris will be developing key features of a secure and resilient digital infra...
07/05/2026
Alysa Liu and Shohei Ohtani Help Drive Viewership as 91 of the Top 100 Broadcast...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
Cobalt Digital Wins Two Future Best of Show Awards at 2026 NAB Show
Manufacturer Recognized by TV Tech and TVBEurope for Innovation in signal processing
Cobal...
07/05/2026
Software and hardware platforms, AI power and user-friendliness on show...
07/05/2026
Intinor will demonstrate its latest technical enhancements for the Direkt series at BroadcastAsia 2026. With a continued focus on reliable contribution and remo...
07/05/2026
Bitmovin has announced that MUBI has chosen Bitmovin as its cloud VOD encoding partner, replacing MUBI's legacy on premises encoding setup to improve scalab...
07/05/2026
Meet Graduates from Berklees Class of 2026 Members of this years graduating class reflect on their proudest moments at Berklee and look ahead to whats next.
...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
At BroadcastAsia 2026, Interra Systems will demonstrate its latest innovations in automated quality control (QC), real-time monitoring, and captioning. The comp...
07/05/2026
At this year's Broadcast Asia, PlayBox Neo is set to unveil recent innovations across its PlayBox Neo Suite and integrated range of broadcast media solution...
Mark Turner, Vice President, Partnership Relations and Business Development at Technicolor
