
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
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
18/10/2025
New England Sports Network (NESN) has chosen Harmonic, working with Astound Business Solutions, as its enterprise technology partner to transform primary distri...
18/10/2025
NEW ORLEANS, La. In the run-up to the start of the NBA season, WVUE-TV and Gray Local Media have announced a deal with DirecTV that will greatly expand access t...
18/10/2025
Berklee Celebrates 40 Years of the Fall Together Concert Faculty composers Bob Pilkington and Greg Hopkins are among the featured artists for this year's ...
17/10/2025
NEP Group Receives New Equity Investment From 26North Partners LP, Co-InvestorsCarlyle remains the largest shareholder as the company prepares for the futureBy ...
17/10/2025
Apple Lands Five-Year Deal for F1 Distribution in the U.S.Besides airing on Apple TV, the sport will be amplified on other Apple servicesBy Ken Kerschbaumer, Ed...
17/10/2025
SVG Sit-Down: Marshall Electronics' Bernie Keach on the Future of PTZ Camera...
17/10/2025
L2 Productions' REMI Facility in Austin Can Produce Content From AnywhereMusic festivals, sports events are produced via flypacks and remote control roomsBy...
17/10/2025
By Lucy Spicer
One of the most exciting things about the Sundance Film Festival...
17/10/2025
(L-R) Christopher Meyer, Addison Timlin, Cooper Raiff, Lili Reinhart, Alyah Chan...
17/10/2025
M sica e arte se uniram em uma noite especial na semana passada na ZIV Gallery, ...
17/10/2025
Music and art came together for one special night last week at ZIV Gallery, an i...
17/10/2025
Spotify and FC Barcelona are extending our partnership through 2030, continuing a collaboration that's redefining how fans, players, and artists connect. Th...
17/10/2025
MURRIETA, Calif. The Sports Fishing Championship (SFC) has deployed DigitalGlue's creative.space storage platform to streamline video production by centrali...
17/10/2025
BELLEVUE, Wash. Football continued to cement its reputation as a bulwark of TV advertising in Q3 2025 with new data from iSpot that showed both the NFL and coll...
17/10/2025
The Sports Fishing Championship (SFC), the premier competitive saltwater fishing series, has transformed its production workflow by adopting creative.space, the...
17/10/2025
QuickLink, a leading provider of award-winning multi-camera video productions and remote contribution solutions, announces the release of StudioPro Version 4, ...
17/10/2025
Although the annual Grammy Awards celebration is best known for recognizing achievements in the recording industry, the show often proves a visual spectacle as ...
17/10/2025
OpenDrives, Inc., a leading provider of software-defined data storage and data services, has promoted Alex Dunfey to Chief Technology Officer (CTO) from his for...
17/10/2025
The University of Arizona (UofA) has significantly upgraded its broadcast communication infrastructure with the integration of Riedel Communications' advanc...
17/10/2025
Harmonic (NASDAQ: HLIT) today announced that New England Sports Network (NESN), owned by Fenway Sports Group and Delaware North, has selected Harmonic as its en...
17/10/2025
Austin PBS has recently upgraded its facility-wide communications infrastructure, deploying Clear-Com 's Eclipse HX, FreeSpeak II beltpacks, and V-Series ...
17/10/2025
ZEISS announces an open call for the closed BETA testing phase of CinCraft Virtual Lens Technology, the innovative digital tool that brings authentic lens chara...
17/10/2025
Situated in the town of Kokkola, Centria University of Applied Sciences offers higher education across five core fields: engineering, business, social and healt...
17/10/2025
Public information channel in Georgia, USA, to implement a powerful, simple, and cost-effective playout automation platform.
Pebble, the leading automation, co...
17/10/2025
HBO Max is reporting that it has launched in 15 new markets, including Bangladesh, Cambodia, Macau, Pakistan, Sri Lanka and Ukraine, boosting the streaming serv...
17/10/2025
Netflix said it will make a major push into video podcasts, inking a wide-ranging deal with Spotify through which it will offer 16 podcasts in the U.S. starting...
17/10/2025
Lexington, Ky. As part of a push to highlight its advanced advertising capabilities, Viamedia has launched a new AI-powered ad tech platform and officially rebr...
17/10/2025
NEW YORK QuickLink has announced the release of StudioPro Version 4, which the company is calling the most significant upgrade yet to its flagship video product...
17/10/2025
NEW YORK and CUPERTINO, Calif. Apple and NBCUniversal said they will sell Apple TV and Peacock streaming bundles to U.S. subscribers starting Oct. 20....
17/10/2025
Q&A with Boston Conservatory Choral Conductor Stephen Spinelli How his research into the lost manuscripts of composer Florence Price led to a Grammy-winning c...
17/10/2025
Back to All News
Netflix ISP Speed Index for September 2025
Product
17 October 2025
Global
Link copied to clipboard
This month, 1% of Internet Service Pro...
17/10/2025
NVIDIA's on the ground at Open Source AI Week. Stay tuned for a celebration ...
17/10/2025
AI has ignited a new industrial revolution.
NVIDIA and TSMC are working togethe...
17/10/2025
Gexcon is a trusted safety and risk management partner for complex, high hazard environments. ICG has been a dedicated marketing partner to Gexcon since 2018, b...
17/10/2025
Here is your host, Patrick Kielty!
After an incredible breakthrough year, Kingf...
16/10/2025
SVG Sit-Down: FUJIFILM Execs on GFX ETERNA 55 Camera, Importance of Shallow-Dept...
16/10/2025
Squash's Most Ambitious Broadcast Production To Be Deployed at Comcast Busin...
16/10/2025
Main Street Sports Group Inks Deal With Omaha Productions, Launches Original-Con...
16/10/2025
A Historic Precursor? FIFA, HBS, DAZN Offer an Inside Look at Production of FIFA...
16/10/2025
Prime Video Offers Sneak Peak at New NBA on Prime StudioThe massive 13,000-sq-ft, two-story studio features a LED regulation half court and hoopBy Jason Dachman...
16/10/2025
SVG Remote Production Forum Draws Record Crowd for Visit to PGA TOUR Studios, De...
16/10/2025
BitFire's Ben Grafchik on How Growing Cloud Workflows Are Impacting the Live...
16/10/2025
AI technology is advancing quickly, bringing both new creative possibilities and...
16/10/2025
In 2017, Imani Ellis launched CultureCon, a conference that's become a must-attend event for more than 10,000 diverse creatives and Black professionals to c...
16/10/2025
It might still be a little early to break out the tinsel and mistletoe, but Spotify's already queuing up some holiday magic. This year's Spotify Singles...
16/10/2025
Earlier this year, our in-house publishing imprint, Spotify Audiobooks, put out ...
16/10/2025
VAMPIRE has been integrated onto GM Defenses Infantry Squad Vehicle (ISV), providing a mobile solution to effectively and affordably counter small drone threat...
16/10/2025
The AgilePod mounted on the host aircraft....
16/10/2025
60% say infotainment systems are a critical purchasing or leasing consideration,...