Gray Media is taking a significant leap forward in broadcasting innovation by deploying both HDR10+ and Dolby Vision standards in several ATSC 3.0 markets, just in time for two major sporting events—the NFC Championship Game on January 26 and the Super Bowl on February 9.
As reported on TV Tech, the station group has successfully tested and rolled out this dual high dynamic range (HDR) functionality in markets like Atlanta, Las Vegas, Davenport, Iowa, Mobile, Alabama–Pensacola, Florida, Birmingham, Alabama, Greenville-Spartanburg, South Carolina, and Portland, Oregon, according to Robert Folliard, Gray Media’s senior vice president of government relations and distribution.
Cord Cutters can catch this year’s Super Bowl on a number of services including Fubo, Hulu+Live TV, YouTube TV, Sling, Paramount+, and more.
HDR Options for All Viewers
By including metadata for both HDR10+ and Dolby Vision in the same ATSC 3.0 transmission, Gray Media ensures that NextGen TV viewers can enjoy their preferred HDR format automatically. Whether it’s HDR10+, Dolby Vision, or even Advanced HDR by Technicolor, viewers are covered.
“We’re working hard to get it out there,” said Folliard in the TV Tech write-up. “We know it works because it’s been in the works for several weeks in many of our markets. Viewers can now pick the flavor of HDR they like and automatically display it.”
This HDR-agnostic approach makes Gray Media one of the first station groups to cater to a diverse range of HDR-enabled devices, providing flexibility and quality to viewers across its markets.
Focus on Fox Affiliates for Super Bowl Coverage
With Fox broadcasting the Super Bowl from the Caesars Superdome in New Orleans, Gray Media is prioritizing its Fox affiliates to ensure viewers in these markets can experience the game in stunning HDR.
“You may note that the Super Bowl is on Fox in New Orleans,” Folliard explained. “We want to make sure that if you’re watching NextGen TV for the Super Bowl, you’re going to see it in HDR if you’re in one of our markets.”
Building on HDR Success
Gray Media is no stranger to HDR broadcasting. In 2024, the company delivered the Kentucky Derby and the Paris Summer Olympics in Dolby Vision on its NBC affiliates, setting the stage for this latest milestone.
As the demand for NextGen TV services grows, Gray Media’s commitment to offering premium experiences ensures viewers are ready for the future of broadcast television.