Envivio says the deployment of 4K video delivery is being bogged down in the debate over standards.

The video software provider says operators should first focus on HEVC for optimizing existing OTT and mobile applications; then prepare for upcoming improved picture quality comprising 4K and HDR.

“HEVC is already here and is a must for the eventual jump to 4K TV. We can deliver a better viewing experience to consumers and minimize network costs for operators right now by using the technology at our fingertips to step up to gradually improved picture quality,” said Julien Signčs, founder and CEO of Envivio.

“With respect to HDR, there is an emerging consensus that 4K with HDR will bring the wow factor expected by the industry. Envivio solutions are ready now to enable this in a flexible and organic way,” Signčs added. “While there are still competing HDR standards being considered by the industry, using a pure software approach like Envivio’s, guarantees future readiness, whatever technology standards end up being adopted.”

The company is showing its video software solutions at TV Connect in London this week (April 28 to 30).