BBright is set to make waves at NAB Show 2025 (West Hall W3650) with a cutting-edge live demo of a fully IP-based Ultra HD broadcast chain, powered by the latest SMPTE ST 2110-41 standard. The demo highlights native Dolby Vision and Dolby Atmos delivery with real-time metadata synchronization, immersive audio, and HDR precision — all in action.
The technical showcase features:
- BBright Playout, outputting ST 2110-20/30/40/41 streams (video, audio, and metadata)
- Dolby Ultra HD Repo File containing ISXD (dynamic HDR metadata) and MGA (Metadata Guided Audio) with S-ADM (Serial Audio Definition Model)
- Jünger Audio processing and monitoring the audio and S-ADM
- Ateme Titan Live Encoder, delivering Dolby Vision and Dolby Atmos in a native 2160p encoded stream
- BBright RMD, for real-time monitoring and validation of HDR and NGA metadata integrity
This demonstration will also highlight a critical innovation enabled by ST 2110-41: the seamless switching between multiple audio and video formats. Visitors will witness how the workflow can dynamically switch from HDR10 to native Dolby Vision, or from legacy 5.1 audio to object-based Dolby Atmos — all without interruption, artifacts, or manual reconfiguration. It’s a true showcase of real-time, format-agnostic playout for broadcasters working with mixed-content libraries or multilingual feeds.
“This isn’t a lab experiment — it’s a real-world demonstration of what’s possible today with IP workflows and ST 2110-41. We’re proud to team up with Dolby, Ateme, and Jünger Audio to show the industry how next-gen Ultra HD experiences can be delivered with precision, interoperability, and full metadata preservation from playout to distribution,” said Guillaume Arthuis, Founder and Managing Director of BBright.
“It’s exciting to see the growth in Dolby Vision and Dolby Atmos on live and linear services” said Jason Power, Vice President, AV Ecosystem, Dolby Laboratories. “With these new workflows, services can offer a diverse mix of live and post-produced content with a full Dolby experience, and can unlock opportunities for further innovation such as audio personalization. We’re delighted to be partnering with BBright, Jünger Audio and Ateme to show how this standards-based solution can help services offer even more content in Dolby.”
This end-to-end demo highlights the real-world power of ST 2110-41 to carry rich metadata like S-ADM and ISXD across a fully IP-based broadcast chain. With seamless interoperability, frame-accurate synchronization, and native support for next-gen formats like Dolby Vision and Dolby Atmos, this showcase redefines what’s possible in live production and Ultra HD delivery.
At the heart of the workflow, BBright’s playout and monitoring solutions demonstrate unmatched precision, flexibility, and readiness for the industry’s most demanding environments — whether it’s live sports, premium OTT, or hybrid SDI/IP deployments. Supporting full ST 2110, Ultra HD, HDR, and Next Generation Audio workflows, BBright is empowering broadcasters to innovate without compromise.
Don’t miss this unique opportunity to experience the future of IP-based broadcasting — live at NAB Show 2025, West Hall W3650. Come meet the BBright team and discover how we’re enabling the next wave of media innovation