Advanced HDR by Technicolor integrated into MyVelo TV’s Premiere conversion box
January 8, 2026
Advanced HDR by Technicolor has announced that MyVelo TV has integrated the Advanced HDR by Technicolor solution into its Premiere conversion box based on the latest X5 system-on-chip (SoC), with plans to extend support across other product lines in the future.
MyVelo TV’s Premiere X5 conversion box is available for order today and expected to ship in mid-2026 for markets across North America, South America and the Caribbean.
Driven by strong consumer feedback in major test markets, MyVelo TV has made high dynamic range (HDR) a core feature across its NextGen Smart TV products — with a focus on making HDR simple and automatic for consumers.
“MyVelo TV believes consumers shouldn’t have to understand HDR standards to enjoy better picture quality,” said Mark Jensen, Chief Executive Officer and Co-Founder of MyVelo TV. “Different HDR technologies excel in different scenarios — cinematic movies, live sports, or broadcast television. With the addition of Advanced HDR by Technicolor we support all major HDR formats, our Premiere conversion box automatically delivers the best possible picture for each viewer’s TV screen. This approach removes complexity for consumers while fully unlocking the promise of NEXTGEN TV.”
By integrating Advanced HDR by Technicolor alongside other leading HDR formats, MyVelo TV’s Premiere platform is designed to support the technical objectives of NEXTGEN TV deployments and emerging conversion box categories being defined by the industry and broadcasters. This multi-HDR capability positions MyVelo TV as a strong candidate for future mass-market conversion solutions as ATSC 3.0 adoption accelerates nationwide.
Meeting that demand at scale, however, depends on parallel investments by broadcasters as they roll out ATSC 3.0 channels and services nationwide.
“The continued expansion of ATSC 3.0 channels and services is driving a market need for HDR-enabled NEXTGEN TV conversion boxes and TVs,” said Matthew Goldman, vice president of strategic and technical initiatives for Sinclair, Inc, which implements Advanced HDR by Technicolor in over 150 ATSC 3.0 channels across the US, as well as on Sinclair’s digital channels. “The enhanced picture improvements delivered by HDR provide an exciting technological development for both broadcasters and viewers. That is why Sinclair has deployed more HDR channels than all other US broadcasters combined. The partnership between Advanced HDR by Technicolor and MyVelo TV is a proof point that the ecosystem is coalescing to ensure that consumers can enjoy NEXTGEN TV content in HDR.”
That market momentum is reinforced by how quickly viewers recognize the value of HDR once it is delivered consistently and without friction, particularly in high-impact programming such as live sports.
“When people see HDR content, they immediately notice the difference — especially when enjoying sports and other live events,” said Rick Dumont, head of business development for Advanced HDR by Technicolor. “As the industry evolves from standard dynamic range (SDR) technology to HDR, it is important to remember that broadcasters, distributors, and consumers are all at different points in the upgrade cycle. The Advanced HDR by Technicolor solution addresses this challenge during the transition to NEXTGEN TV (ATSC 3.0) by embedding HDR metadata into the SDR signal. Broadcasters can efficiently send one transmission, and consumers’ devices interpret that signal as either SDR or HDR depending on their capabilities. This creates a migration path that leaves no one behind as the industry evolves with NEXTGEN TV.”