The 4K Summit turns Malaga into the world capital of Ultra High Definition

The mayor of Malaga, Francisco de la Torre, has been in charge, together with Ricardo Medina, CEO of Medina Media, organizer of this event that has Panorama Audiovisual as a media partner, of opening the fourth edition of the 4K Summit.

Today the 4th edition of the 4K Summit, an event of a markedly international nature that includes 20 presentations and 7 panels in which reports, proposals and visions on 4K-HDR technology will be offered, thanks to the participation of experts and leading companies in the sector such as Samsung, Movistar, RTVE, NHK, BBC, among others.

Durante los días 7, 8 y 9 de noviembre, los asistentes a la 4K Summit 2018 podrán conocer en primera mano más de 20 demos y talleres gratuitos, en los que compañías como Nokia, Sony, Rohde&Schwarz y Dolby compartirán sus experiencias y presentarán sus últimos avances en 4K-HDR. Como novedad, en esta 4ª edición de la 4KSummit, contaremos con la presencia de Carlos Fontanot, responsable del programa audiovisual de la NASA, quien mostrará en directo imágenes del canal 4K de la NASA.

The mayor of Malaga, Francisco de la Torre, has been in charge, together with Ricardo Medina, CEO of Medina Media, organizer of this event that has Panorama Audiovisual as a media partner, of opening the fourth edition of the 4K Summit.

De la Torre welcomed the numerous professionals gathered at the Digital Content Hub in the capital of the Costa del Sol and highlighted the city's technological commitment. “Málaga is a magnificent space to research, develop and produce content and technologies. Without a doubt, it is a city committed to progress and strength in technological change and we always aim to be at the forefront of technology in numerous fields,” he noted.

The inaugural session included the participation of the president of Movistar+, Sergio Oslé, as speakers; from Dr. Hans Hoffmann, head of the Media Fundamentals and Technological Production Unit of the European Broadcasting Union (EBU); the senior producer of the British BBC's Natural History unit, Colin Jackson; and engineer Hiroyasu Masuda, Senior Manager of the 8K Department at the Japanese NHK.

Además, la multinacional coreana Samsung, una de las patrocinadoras principales del evento junto a Movistar, estará representada por Nacho Monge, TV & AV Marketing Manager en España; y la francesa Eutelsat por su vicepresidente de Nuevos Formatos, Michel Chabrol.

El consultor Mohammed Hamza, senior analyst de la multinacional norteamericana Kagan, una división de Standard & Poors Global Market Intelligence, será el encargado de ofrecer a los asistentes de la 4K Summit la “fotografía” actual del 4K a nivel mundial.

RTVE, Movistar+ and Vestel will share with attendees their vision of the arrival of 4K in homes thanks to connected televisions.

The importance of audio and music in Ultra High Definition will be addressed on this first day by Yannick Dumartineix, from Swiss Radio Television, and by the German company Fraunhofer, with its Business Development Director, Alfonso Carrera.

One of the most anticipated novelties of the 4K Summit 2018 has been the presence of Carlos Fontanot, NASA Imagery Manager of ISS, who has shown us NASA's experiences in 4K and 8K, with images of the International Space Station: “We are always open to innovating to create technology”, “Our HDR channel shows the greatness of space in images.”

Nacho Monge, TV & AV Marketing Manager de Samsung, ha presentado su tecnología QLED 8K con Inteligencia Artificial, única en España: “La mejor calidad y experiencia a nivel de imágenes jamás conseguida” y ha explicado las tendencias del mercado audiovisual: “En 2020 más de un 85% de televisores serán 4K”.

Michel Chabrol, Senior Vice President New TV Formats at Eutelsat, presented to the audience his perspective on the evolution of UHD channels worldwide: "There is an increase in UHD channels in the world. In about 6 months, UHD channels have increased by 19%."

On the other hand, Mohamed Hamza, senior analyst at Kagan, has presented his report on 4K worldwide: “4K UHD has a very important role, although the transition to 4K will be slow and progressive.”

Luisa Penabaz, Programming Manager of RTVE, was in charge of ending the morning of the first day of the 4KSummit 2018, showing images of the different 4K productions that RTVE has made, such as the series 'Ciudades Patrimony' or the documentary 'Murillo, the joy of the Baroque'.

Durante el día de mañana, 8 de noviembre, empresas como Huawei, Sony, Dolby, HBS, Ultra HD Forum, Panasonic, Grass Valley, Ateme, Fujinon, Canon, Nokia, AJA, Rohde&Schwarz, Cellnex, Hispasat y Movistar, entre otras, nos acompañarán en la segunda jornada de la 4KSummit 2018.

Branded Content

The Spanish Branded Content Association (BCMA Spain) has been the protagonist of the previous open day that this year has been organized as a novelty at the 4K Summit.

Pablo Muñoz, Executive Vice President of BCMA Spain and CEO of FCB Spain, was in charge of explaining to attendees the importance of Branded Content as a complementary tool to traditional advertising in communication: “Our objective is to work on the dissemination of Branded Content as a complementary tool to Advertising in Communication.”

The new Vice President of Communication and Events of the BCMA, Eduardo Basarte (Director of Secuoya Nexus), has contributed his extensive experience in the Vocento and Unidad Editorial groups.

Anastasia Llorens, Director of Advertising and Branded Content of LaLiga, the Spanish football competition, and Tino Da Silva, Director of Audiovisual Production of Movistar Riders, Movistar's eSports team, have also participated in a panel session on Branded Content: "Brands must assume a new role. Not everything a brand does is advertising," they explained.

Alberto de Prada, director of the RTVE Documentary Fund, has explained the novel project of remastering emblematic works of TVE to 4K HDR, such as the series 'Don Quixote', directed in 1992 by Manuel Gutiérrez Aragón and starring Fernando Rey and Alfredo Landa: "For the last 5 years, RTVE has been betting heavily on 4K. We have made multiple contents, acquiring a high level of experience in this new format."

Spanish Television at the 4K Summit

RTVE has also presented its latest 4K production dedicated to Murillo at the open day of the 4K Summit 2018, in a tribute to mark the 400th anniversary of the Sevillian painter.

Marcos Hernández, co-author of the documentary, has presented a fragment of it, which can be enjoyed in the Demo Area of the 4K Summit until Friday the 9th at the Digital Content Pole in Malaga.

Another new feature this year from RTVE in 4K has been the recording at 100 frames per second of the report on the Spanish Rhythmic Gymnastics athletes.

The director of the Broadcast and Networks Area, of the Innovation area of RTVE, Adolfo Muñoz and the head of the DTT and satellite Planning unit, Miguel Ángel Bona, have shown a fragment of the report and have explained the characteristics of its recording, one of the first made in Europe in 100 fps.

Consumption habits

on the panel TV Screens, Plataforms and Contents, Nicolás Lecocq from Movistar+, Manuel Gómez Zotano from RTVE and Motoshi Bito from Vestel, explained how the consumption habits of viewers have changed over the years and how they have managed to adapt to the new needs of the market.

According to Manuel Gómez Zotano, “at RTVE we have experienced a great evolution, offering different opportunities to reach users through different networks, products and services.”

Alfonso Carrera, from Fraunhofer, and Yannick Dumartineix, from Radio Télévision Suisse (RTS), were in charge of closing the first day of the 4KSummit, with their presentations on the importance of audio and music in UHD and HDR productions.