SIM2 Partners with goHDR for world first in television technology at NAB 2012

Innovative television technology that's as clever as the human eye is to be showcased by University of Warwick spinout company goHDR at the NAB Show® in Las Vegas, later this month. SIM2's first High Dynamic Range Display, the HDR47E monitor, will be used in the demonstration.

Miramar, Florida-April 2012-Innovative television technology that's as clever as the human eye is to be showcased by University of Warwick spinout company goHDR at the NAB Show® in Las Vegas, later this month. SIM2's first High Dynamic Range Display, the HDR47E monitor, will be used in the demonstration showing the HDR content produced by goHDR.


goHDR will provide the world with its first glimpse of High Dynamic Range (HDR) video, screened on the SIM2 HDR display, enabling viewers to see images with exceptional lighting detail. goHDR is developing compression technology that will enable the huge data streams produced by HDR video cameras to be displayed on a TV screen.

"We are proud to be part of goHDR's new video technology showcase in Las Vegas. Our HDR47E monitor is a technological tour-de-force developed by SIM2 engineers to make full use of the real-life dynamic range of HDR images," says Alberto Fabiano EVP SIM2 USA Inc. "The goHDR presentation will be, yet again, another opportunity to show the world SIM2's technology leadership: an experience that streams down to our entire line of precision products hand-made in Italy."

Alan Chalmers, Professor of Visualization at WMG, University of Warwick and Innovation Director at goHDR, explains: "High Dynamic Range video is the next big step in TV imaging - similar to the change from black and white to color TV. For the first time, viewers will be able to see scenes on TV just as they would in real life, without losing detail in the glare of bright sunlight or in deep shadow."

"The data stream produced by HDR cameras is huge - equivalent to a CD worth of data per second. To address this issue, goHDR has produced two products: an Encoder which compresses the data to allow it to be transferred to a display, and a Media Player, which reverses the process and allows the pictures to be viewed with all the glorious lighting detail preserved," says Professor Chalmers.

"We are very excited to be working with SIM2 to display HDR content on the world's first commercial HDR display," says Professor Chalmers. "TV viewers will get an exclusive glimpse at the significant difference that this technology will make to their viewing experience. HDR is coming. At NAB you will be able to see what the future will be like."

Over the past two years goHDR has had exclusive access to the world's first true HDR video camera, built by German company SpheronVR, and has produced a number of short films to showcase the technology. This will be the first time the company has been able to demonstrate its work, using SIM2's HDR47E monitor, to a wide audience, outside the laboratory.

The film clips produced by goHDR are also available on the company's website (www.gohdr.com) where they have been specially treated, using a technique called tonemapping, to give an idea of what they would look like on an HDR display.

About SIM2 USA Inc. and SIM2 Multimedia
Since their entrance into the US home theater market in 1999, SIM2 USA, under the guidance of its parent SIM2 Multimedia (established in 1995), has dedicated its resources to marketing and servicing products that meet the demands of the US market. SIM2 Multimedia is a worldwide leading manufacturer of home theater products and leading provider of high-end performance large screen systems (for control rooms, information, communication, and simulation) and professional projection systems for E-cinema applications. Over the years, SIM2 has gained a reputation for meeting the industry's demands for new, emerging technologies, offering high-quality and reliable products that meet the customer's need in any application. Products are designed and manufactured in Italy. The marketing policies of the company are world-oriented, with a direct presence in Italy (headquarters), the USA, UK, China, Germany (sister companies), and in over 60 countries worldwide through partnerships with qualified distributors.

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