Industry

At the Cannes Film Festival, the UHD World Association (UWA) introduced VIVID to European audiences for the first time—an emerging audiovisual standard designed to raise the bar for ultra-high-definition (UHD) content across platforms and devices.

Following its rollout in Asia, VIVID is positioned as a flexible and cost-efficient solution for the global audiovisual industry, addressing the growing need for improved image quality and smoother multi-device delivery. Developed with streaming platforms (SVOD and AVOD) and content providers in mind, the standard is tailored for screens of all sizes—from home televisions and smartphones to in-car entertainment systems.

Unlike other UHD technologies, VIVID operates under a royalty-free model, which UWA says lowers barriers to adoption while supporting broad industry implementation. According to Rémi Tereszkiewicz, UWA’s Europe Marketing Director, the standard not only enhances image and sound quality but also helps maintain the creative intent of the original content, adapting it effectively across different viewing contexts.

At Cannes, UWA hosted on-site demonstrations of VIVID using next-generation displays, giving festivalgoers a glimpse of the enhanced contrast, color range, and image clarity enabled by the new format.