In Broadcast - October 2014 - 32

I N T E R N A T I O N A L

WWW.INBROADCAST.COM | ISSUE 36 - OCTOBER 2014

N E W S

InMEDIA

Red Bull Astounds IBC Crowds
With Ultra HD Live Broadcast
T

his year at IBC in Amsterdam,
Red Bull, together with partners
Eutelsat, ATEME and International
Datacasting Corp (IDC) launched a
project entitled 'Wings to 4K.'
The project was designed to
display live content ﬁlmed by Red
Bull Media House from its iconic
Hangar-7 studio in Salzburg, Austria
on Ultra HD (UHD) screens at the
Eutelsat and IDC stands at the show.

UHD Live Content
Red Bull Media House is a multiplatform media company with
a focus on sports, culture and
lifestyle, offering a wide range
of premium media products and
compelling content across media
channels as diverse as TV, mobile,
digital, audio and print, with core
media offerings that appeal to a
global audience.

fleet and Formula 1 race cars.
Content was then encoded in HEVC
(High Efficiency Video Coding)
using ATEME's signature encoder,
TITAN Live that was installed on
site at Hangar-7.
From there, the broadcast was
transmitted to a Eutelsat satellite
using BISS encryption. It was
subsequently decoded using
the IDC Pro Cinema 4K HEVC
Decoder and displayed for five
days in astonishing clarity on
UHD screens at one of the world's
biggest gatherings of broadcast
professionals, in Amsterdam.

Reliable Delivery
The teams are proud to report
that the production was delivered
and displayed without a glitch
in the delivery chain throughout
the event. The quality of the

Red Bull's iconic Hanger-7 (Picture: Helge Kirchberger / Red Bull Hanger-7)

was to set up and switch on the 4K/
HEVC transmission link."
Partners noted that this is a
strong signal that UHD is becoming
accessible and affordable faster
than initially anticipated and is not
conﬁned to the largest broadcasters
and big-budget events such as the
FIFA World Cup. It was noted that
UHD could also accelerate the
emergence of new content providers,
such as Red Bull.

32

The 'Wings to 4K' was a focal point on the IDC
stand. (Picture: IDC)

To design and deliver the ﬁve days
of live UHD content to the show
ﬂoor at IBC, Red Bull turned to core
teams from Eutelsat, one of the
world's leading satellite operators,
video compression specialists
from ATEME and digital content
distributors, IDC.
Production teams used 4K
cameras operating at 50 frames
per seconds from Hangar-7, Red
Bull's unique building that houses
the historical Flying Bulls aircraft

The Red Bull 'Wings to 4K' IBC set-up

The Red Bull demo on the Eutelsat stand at IBC2014.
(Picture: Eutelsat)

content impressed attendees who
observed the stunning quality of the
images being displayed, generating
comments such as, "The quality of
pictures is astonishing!" and "Wow,
that is great content. Very creative
and of superb quality."
Other observers commended
presenter Andi Gröbl for doing a
great job presenting in a marathon
style while Rigo Freitag, Project
Manager at Red Bull Media House,
was "impressed to see how easy it

Key 50fps HEVC Demo
'Wings to 4K' is another important
example of HEVC encoding
combined with 50 frames per
second and how it can contribute to
4K deployment in the broadcasting
chain and across the whole industry.
The partners were delighted to
welcome Red Bull Media House
to the emerging UHD ecosystem.
ATEME CEO Michel Artières noted:
"The content Red Bull produced for
IBC demonstrated that the company

is part of a new generation of content
providers and is certainly innovative
from a content creation standpoint,
offering younger programs that
appeal to younger audiences. We
couldn't be more thrilled with the
results and look forward to being
a part of many more Ultra HD
broadcast demonstrations in the
coming months."
Markus Fritz, Director of
Commercial Development &
Marketing at Eutelsat, said: "Red
Bull provided us with the opportunity
to inject fast-moving content into our
demonstration platform and show it
to the global broadcast community
at IBC. We are delighted to be a
part of this exceptional project
with Red Bull and our partners,
IDC and ATEME."
Andreas Gall, CTO of Red Bull
Media House, said: "This partnership
allows us to show the capabilities of
cutting-edge media technology. We
enjoyed getting our ﬁrst hands-on
experience with live production and
distribution of 4K content, and we
are proud to continue our course
as an innovative media enterprise."
The partners agreed that this
contribution brought together a
great example of the delivery chain
necessary to provide ﬁve days of
original programming exclusively
for attendees of IBC, reinforcing the
show as the premier event for the
broadcast industry.
The unanimous overall conclusion?
"Eight hours of continuous 4K live
contribution without interruption
every day of IBC? Perhaps this
means that 4K should become the
standard for live events."

Hanger-7 in Salzburg, Austria. (Picture: Helge Kirchberger / Red Bull Hanger-7)

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