When you think of digital signage, typically big Hollywood awards shows won't come to mind. Digital signage is a tool more suited to retailers or maybe a really flashy casino than the movies.

However, digital signage is starting to get noticed by one Hollywood awards ceremony: the Technology & Engineering Emmy Awards, run by the National Academy of Television Arts & Sciences.

First launched in 1948, the awards "honor development and innovation in broadcast technology and recognize companies, organizations and individuals for breakthroughs in technology that have a significant effect on television engineering."

Digital signage is now getting some major praise from this awards ceremony. For example, LG Electronics Inc. recently won an award from the academy for its large OLED display solutions. To learn more about how digital signage earned this award, Digital Signage Today spoke with Nandhu Nadakumar, SVP, office of the CTO, LG Electronics.

Q.What are the qualifications the Technology & Engineering Academy awards look for in a solution?

A.According to the National Academy of Television Arts & Sciences, the Technology & Engineering Emmy Awards are awarded to a living individual, a company, or a scientific or technical organization for developments and/or standardization involved in engineering technologies that either "represent such an extensive improvement on existing methods or are so innovative in nature that they materially have affected and improved television."

Q.How did LG meet those qualifications?

A. LG Electronics received the Emmy in the category of "OLED Reference Monitors for Creative, Technical, Quality Control and Client Viewing."

LG pioneered the development and mass production of cost-effective large screen OLED display solutions. LG has made significant, long-term investments in R&D and manufacturing that have produced thousands of patents and involved billions of dollars of investment.

By leveraging this investment and collaborating closely with technologists and creatives in the media and entertainment sector, LG has gained a deep understanding of the features and capabilities required to produce the most exquisite and accurate rendering of creators' intent. In Hollywood over the past few years, OLED screens have begun replacing most other screen technologies in high-end production workflows. That's because creative and engineering staff in the media and entertainment sectors often demand the highest quality monitoring tools.

LG OLED displays exhibit accurate and consistent temporal behavior and accurately track SDR and HDR electro optical transfer functions — making them an expected, if not demanded, choice for production and client staff around the world. The experts agree that the HDR performance of these displays with real-world images is beyond excellent. The subtle variation of brightness in the shadows (in dark areas) evokes high-level emotion. Plus, the glints and highlights bring the sense of really "being-there." Essentially, the viewing experience is upgraded from looking at a display (in SDR) to almost like looking through a window (in HDR). These displays accurately reproduce this viewing experience, even in situations where a display is viewed at an angle by multiple persons at the same time.

This Emmy award recognizes the technology and manufacturing innovations behind LG OLED displays, particularly their broad and significant impact in the TV content production and distribution sectors as their preferred premier reference display.

Q.Can you tell us a bit about the OLED that won?

A.The 2021 Emmy recognizes LG's multi-generational family of 55-inch and larger display products based on LG's RGBW OLED panels and LG's own SoC processors — specifically the so-called C-series of OLED TVs over the period of several years.

Q.What does this award say about the digital signage industry as a whole?

A.This Emmy spotlights the starring role of advanced display technology in Hollywood, which has a halo effect for the digital signage industry as a whole. With the advent of 4K content, the signage industry is embracing the high standards of the media and entertainment industry, where the accuracy and realism of rendered images is highly valued. That's where Emmy-award-winning LG OLED display technology comes in. Premium brands that place great importance on the accurate digital rendering of their products have come to value the benefits of OLED displays.

Photo via LG Electronics.

Copyright © 2021 Networld Media. All rights reserved., source Industry News