(Yicai) June 24 -- The UHD World Association (UWA), a China-led industry alliance promoting ultra-high-definition audiovisual standards, plans to accelerate the global rollout of its Vivid technologies after building a domestic ecosystem.

The alliance will initially target Southeast Asia, the Middle East and Central Asia, while pursuing partnerships with international brands to promote the technology in Europe and the United States, according to UWA Secretary-General Zhang Wengang.

Founded by China Media Group and industry partners, UWA develops audiovisual standards including HDR Vivid and Audio Vivid, Chinese alternatives to formats such as Dolby Vision and Dolby Atmos that are designed to enhance picture and sound quality across the UHD ecosystem.

"The association has previously completed end-to-end integration of this technical standard and its industrial ecosystem domestically, and is now launching systematic, planned global outreach. However, the biggest obstacle to overseas promotion is the lack of local original content," Zhang told Yicai at an international exchange event hosted by the alliance in Shanghai.

According to data released by UWA, the alliance has formulated 107 standards to date, including nine industry standards, three national standards and four international standards. More than 90 chips from over 10 semiconductor companies and almost 2,060 device models across seven product categories have received Vivid certification.

UWA Chairman Jiang Wenbo said the alliance will continue to uphold the principles of openness, collaboration, innovation and mutual benefit while advancing the development and industrial application of the UHD standards system represented by Vivid in global markets.

Guo Lei, senior director of ecosystem development at UWA, said Vivid technology has evolved from a standalone technical standard into a multi-scenario application system spanning content production, display devices, home entertainment, in-vehicle systems, cinema projection and international distribution.

Olivier Chiabodo, founder and chief executive officer of French UHD documentary producer The Explorers, said Vivid technologies provided strong support during the production of the documentary Amazing China, helping deliver superior image and sound quality.

This is a major reason why The Explorers intends to expand its business in China, as the technology delivers simultaneous improvements in image and sound quality for content, Chiabodo added.

Editors: Tang Shihua, Emmi Laine

20260624-12 -- China-Led UWA Pushes Vivid UHD Standards Into Overseas Markets

KEYWORD: New Standard, New Technology, Vivid, HDR Vivid, Audio Vivid, UHD Audio And Video Standards, UHD World Association, UWA, Shanghai TV Festival

CATEGORY: Business

Ning Jiayan

(Yicai) June 24 -- The UHD World Association (UWA), a China-led industry alliance promoting ultra-high-definition audiovisual standards, plans to accelerate the global rollout of its Vivid technologies after building a domestic ecosystem.

The alliance will initially target Southeast Asia, the Middle East and Central Asia, while pursuing partnerships with international brands to promote the technology in Europe and the United States, according to UWA Secretary-General Zhang Wengang.

Founded by China Media Group and industry partners, UWA develops audiovisual standards including HDR Vivid and Audio Vivid, Chinese alternatives to formats such as Dolby Vision and Dolby Atmos that are designed to enhance picture and sound quality across the UHD ecosystem.

"The association has previously completed end-to-end integration of this technical standard and its industrial ecosystem domestically, and is now launching systematic, planned global outreach. However, the biggest obstacle to overseas promotion is the lack of local original content," Zhang told Yicai at an international exchange event hosted by the alliance in Shanghai.

According to data released by UWA, the alliance has formulated 107 standards to date, including nine industry standards, three national standards and four international standards. More than 90 chips from over 10 semiconductor companies and almost 2,060 device models across seven product categories have received Vivid certification.

UWA Chairman Jiang Wenbo said the alliance will continue to uphold the principles of openness, collaboration, innovation and mutual benefit while advancing the development and industrial application of the UHD standards system represented by Vivid in global markets.

Guo Lei, senior director of ecosystem development at UWA, said Vivid technology has evolved from a standalone technical standard into a multi-scenario application system spanning content production, display devices, home entertainment, in-vehicle systems, cinema projection and international distribution.

Olivier Chiabodo, founder and chief executive officer of French UHD documentary producer The Explorers, said Vivid technologies provided strong support during the production of the documentary Amazing China, helping deliver superior image and sound quality.

This is a major reason why The Explorers intends to expand its business in China, as the technology delivers simultaneous improvements in image and sound quality for content, Chiabodo added.

Editors: Tang Shihua, Emmi Laine