Liqiang Zhao: "UWA collaborates with a wide spectrum of members and partners within the audiovisual ecosystem"

The UHD World Association (UWA) is an international, professional, and non-profit non-governmental organization, voluntarily established by leading enterprises involved in the manufacturing, transmission, content production, application, and service of ultra-high-definition audio and video products worldwide. Liqiang Zhao, from the Global Industry Partnership at UWA, spoke exclusively with Señal News about the Association’s significance for the audiovisual sector.

What is your main role at UWA, and what is the synergy between the Association and the audiovisual industry?
"I’m responsible for Global Industry Partnership at the UHD World Association (UWA), an international industry association committed to promoting Ultra High Definition (UHD) video and immersive experiences. We work closely with leading international stakeholders such as Blackmagic Design, FilmLight, iQiyi, Tencent Video, CMG, Bilibili, The Explorers, Mango TV, Insight TV, BOE, Samsung, Sony, Xiaomi, Huawei, TCL, and Hisense. From content creators to device manufacturers, these partners are key to deploying cutting-edge audiovisual technologies—spanning 4K/8K content processing and encoding to next-generation display and distribution solutions—across consumer electronics, telecom infrastructure, and cloud environments. The synergy lies in our ability to foster end-to-end solutions that support the full UHD content lifecycle—from production to distribution and playback."

Who are your key clients within the audiovisual sector, and what products or services are you currently offering?
"UWA collaborates with a wide spectrum of members and partners within the audiovisual ecosystem, including broadcasters, studios, technology providers, chipset vendors, TV manufacturers, and OTT platforms. Our core mission is to promote open, interoperable standards that are built on FRAND (Fair, Reasonable and non-Discriminatory) intellectual property practices, such as HDR Vivid and Audio Vivid, which significantly enhance the viewer experience. HDR Vivid delivers dynamic contrast and color performance tailored to display capabilities, while Audio Vivid enhances spatial and object-based audio rendering. We offer industry guidelines, interoperability testing, certification services, and promotional support. Many of our members and partners across Asia, Europe, and the MENA region are actively adopting UWA standards in their products and services."

You have participated in NEM Dubrovnik — how important is the Central and Eastern Europe region for UWA? Will you also focus on other territories?
"For UWA, Central and Eastern Europe (CEE) is a strategically significant region. It represents a fast-developing media market that’s increasingly open to innovation, particularly in streaming, UHD broadcasting, and smart home technologies. NEM Dubrovnik provides an ideal platform to engage with broadcasters, regulators, and tech players from the region. While CEE is a priority, we’re also actively working in other key territories including the Western Europe, the Middle East, Latin America, and Southeast Asia, in line with the global adoption of immersive audiovisual technologies."

What is the main role of UWA?
"UWA’s mission is to unite the UHD value chain globally by setting open, market-oriented technical standards and fostering industry collaboration. We bridge the gap between content creators, technology providers, and device manufacturers to accelerate the deployment of next-generation viewing experiences. We also promote formats like HDR Vivid and Audio Vivid, which ensure premium visual and sound quality while being optimized for scalable and wide industry adoption. Our activities include organizing interoperability tests, certifying compliant products, and promoting UHD innovation at major industry events."

Why is it important for the audiovisual sector to be familiar with UWA?
"Because the audiovisual landscape is evolving rapidly—driven by higher resolutions, HDR, spatial audio, and immersive user experiences. UWA helps standardize and streamline this evolution, ensuring compatibility across devices and platforms. For broadcasters, OTT platforms, and device makers, aligning with UWA ensures better quality, faster time-to-market, and a consistent user experience. Understanding and adopting UWA standards also helps the industry scale innovation efficiently, reduce integration costs, and prevent fragmentation across the UHD ecosystem. UWA welcomes collaboration with partners who share our vision of delivering next-generation audiovisual experiences."