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Elemental Blog

Elemental Blog

Submitted by Laura on March 19, 2015

With 42 matches down - including the heart-pounding excitement of last night’s historic win for South Africa – attention to the ICC Cricket World Cup 2015 is growing as the knock-out rounds continue ahead of the March 29 final on the Melbourne Cricket Ground.

Highest scorers in the intense six-week, 49-match global competition include the likes of Kumar Sangakkara, Brendan Taylor and Ab De Villiers with 496, 433 and 417 runs respectively. From an advanced technology and enhanced fan experience perspective, Tata Sky is another champion.

India’s leading direct-to-home (DTH) operator launched the first commercial 4K video service and set-top boxes in the subcontinent just ahead of the ICC Cricket World Cup 2015. (Tata Sky is a joint venture between the TATA Group and 21st Century Fox.)

As the sole provider of software-based video processing for the Tata Sky 4K commercial delivery service, Elemental is helping to bring lucky Cricket fans equipped with 4K-capable televisions a view of native 4K content. Software-based Elemental® Live systems perform real-time video processing of Tata Sky 4K content in HEVC at 60/50fps for linear streaming to Tata Sky 4K set-top boxes.

While sports fans were also able to watch 4K broadcasts of the 2014 FIFA World Cup last June, the ICC Cricket World Cup broadcasts in 4K have a much broader scope.

We won’t dare to predict a winner, nor suggest a favorite to take home the Cricket World Cup 2015 trophy. But, on behalf of cricket and 4K fans everywhere, we will declare Tata Sky a winner.

Submitted by Tom Butts on March 11, 2015

Tom Butts, Editor-in-Chief, TV Technology

This year, as in several years past, the NAB Show will focus on 4K. But many attendees will also focus on a different kind of 4K – the kind you accomplish with running shoes.

No, I’m not talking about the nearly million-square foot exhibit floor. I’m talking about the 4K Charity Fun Run, a 2.49-mile (4 km) race that will take place on Tuesday, April 14 at the NAB Show in Las Vegas. The run will start at 7:30 a.m. and loop through Sunset Park, near McCarran International Airport, with transportation for runners provided free of charge from NAB Show hotels.

The inaugural 4K run took place at the IBC Show in Amsterdam and there was so much positive feedback organizers decided to bring it to NAB. The event is co-founded by Elemental Technologies and Ericsson and co-sponsored by Akamai Technologies, Aspera, an IBM company, Dolby Laboratories and Verimatrix, with supporting sponsorship from ChyronHego, DTS and EVS. Newbay Media, TV Technology’s parent company, is a media sponsor.

The IBC run raised more than $23,000 for Oxfam International and organizers are hoping for an even bigger event, commensurate with the size of the show. Proceeds from the run will go to Heifer International, an organization that helps link communities and bring sustainable agriculture and commerce to areas with a long history of poverty. Additionally, a portion of the proceeds will be given to Shade Tree, a local Las Vegas-based charity that provides safe shelter to homeless and abused women and children in crisis. Race participants are also encouraged to join ONE, a campaign and advocacy organization fighting extreme poverty and preventable disease.

If you are interested in joining the run as a participant or want to sponsor a runner, visit the 4K Fun Run charity page at www.athletepath.com/4k-4charity/2015-04-12. Hope to see you there!

Submitted by Laura on February 9, 2015

You don’t have to be an accomplished athlete to know that any form of exercise during your time at the NAB Show will make your day less stressful.

Refresh your mind and body during the show at the 4K 4Charity Fun Run on Tuesday, April 14, in Las Vegas, Nevada. This first-of-its-kind event in the U.S. commemorates 4K Ultra HD-related achievements across the industry. Running fees are being waived in lieu of donations to global and local charities.

  • 7:30 a.m. Tuesday, April 14
  • 4K (2.49 miles) through dunes, around a lake and within view of surrounding mountains
  • Proceeds benefit Heifer International and The Shade Tree
  • Free bus transportation from major NAB hotels to the run with pickups at 6:45 a.m. Buses will return runners to the hotels or the LVCC
  • Free coffee Participant swag bag featuring gifts from 4K 4Charity Fun Run sponsors

Escape the confines of your hotel casino and recharge your batteries with some fresh air and a short run in Las Vegas’ Sunset Park and nature preserve. Amp it up with a challenge to your colleagues – and the free espresso shots that will be available before and after the run. Get a chance at photography and fame, wherever you place! Feel good about giving to those in need.

Thanks to NAB for its fantastic support of this event and to the 4K 4Charity Fun Run sponsors for their generosity and industry leadership. Without their support – and YOURS – this event would not be possible:

You got this. A 4K run is 2.49 miles long – that’s half the distance of the entire strip and a fraction of the walking you probably do daily in the 3.2 million square feet of the LVCC during NAB. In other words, by the time Tuesday rolls around you’ll already be fully trained and ready to run.

Take a run or a walk on the wild side at the 4K 4Charity Fun Run and join us to celebrate the advancements in 4K over the past year and those yet to come!


About Elemental


Elemental Technologies is the leading supplier of software-defined video solutions for multiscreen content delivery. Founded in 2006, Elemental is headquartered in Portland, Oregon.


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