Experts

4K and HDR Not Just for High-End Broadcast and Cinema

A Growth Opportunity for Integrators 7/20/2017 1:29 AM Eastern
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4K and HDR are quickly becoming part of the delivery spec for many high-end production companies and networks--and it won't be long before that expectation trickles down to the corporate, institutional and event videography world.

The cost of utilizing 4K and HDR on that level doesn't have to be enormous. Many of the most popular cameras already used in those spaces can output 4K log files with sufficient bit depth to be treated as HDR in post… and companies like Atomos let you utilize that power.

Welcome to the third edition of the Pro Video Dealer newsletter. We've been examining the rapidly expanding opportunities available for dealer/integrators to expand their offerings. In our first issue, we covered cost-effective developments in shared storage and examined at some approaches to more sophisticated, elaborate live productions in issue two.

This month, we explore the opportunities for institutions, corporations and small media businesses, such as event videographers, to expand beyond the limitations of the highly compressed files their cameras record internally.

Atomos was among the first companies to introduce a combination DDR/monitor that could take advantage of the HDMI output of some of the most popular DSLRs. The recorder allowed users to capture a higher-quality image file than was previously possible – 10-bit, 4:2:2 if the camera could output it, to ProRes or DNxHD, material that generally looked better right out of the camera and could definitely withstand more aggressive postproduction. The monitor brought tools previously associated only with much more expensive gear, like focus assist and waveform, to a camera package in the few-thousand-dollar range.

Atomos has continued to develop its products to the point where professional cinematographers and digital imaging technicians are using their SUMO monitor/recorder -- with its 19" screen that outputs a powerful HDR image at 1200 nits and recorder capable of capturing 4K 4:2:2 in a 12-bit form or 10-bit ProRes or DNxHR. If the camera has a log output, such as Canon's Log-C, Panasonic's V-log or Sony's S-Log, users can use the SUMO's built-in curves to dial up an HDR monitor LUT to see what they're getting. With that and the multiple built-in scopes, users can light and expose accordingly for HDR.

With 4K HDR TVs moving their way into boardrooms and living rooms, and with even hobbyists posting their 4K HDR to YouTube, it is no longer an advance professionals can address "in the future."

"It's easy to go down to HD," notes Atomos Director of Sales Roger Cheow, "but you can't go up. We're finding more and more people thinking about that now."

Very popular cameras in use today have the potential to output sufficient image data to be used for 4K HDR. These include the Panasonic GH4 and GH5; The Sony A7s and Sony PXW-Fs5 and F-s7; Canon EOS C line (100, 300, 500 and new 700) and the event videographer's stand-by, the 5D series.

The SUMO comes in the Atomos Flame line, capable of capturing 4K P30, and Inferno (4K P60). If a person's videography projects don't currently justify the SUMO, Atomos offers a range of other monitor/recorders of varying cost and capacity.

An excellent opportunity for resellers comes from the opportunity to bundle select Atomos monitor/recorders with some exciting data storage solutions that have been designed for their products. G-Technology's Master Caddy, for example, is a metal version of the Atomos caddy, a unified caddy/SSD design. Armed with an appropriate SSD, it can slide into the Shogun and then slide out and be plugged right into a companion G-Technology Evolution Series RAID array for the rapid transfer of data.

Sony's SSD SV-G Series drives were engineered specifically with the Atomos products and Blackmagic Design cameras in mind. They are lighter than other SSDs and solidly built, with industry-leading specs and a 10-year warranty.

Sold together with the camera or as a set of accessories, the Atomos monitor/recorders, along with the Sony SSD SV-G series or the G-Technology Master Caddy, offer dealers and integrators a great opportunity to help clients move into the world of 4K and HDR in a very affordable way.


Additional Resources 

Atomos Shogun Packages

Sony Professional SSD SV-G Series for Video Recording

G-Tech and EV Series Workflow and the Atomos Master Caddy


User Stories

Abraham Joffe Depends on Shogun in the Bright Kenyan Sun
Australia's Cinematographer of the Year discusses his work in all types of conditions as he captures rare footage of African big cats.

Filmmaker Al Caudullo Uses Atomos Shogun to Capture Exotic Time Lapses
Discussing his successful use of the Shogun to for time lapse photography while in Myanmar, Caudullo also goes into some detail about his process and equipment, comparing the functionality, particularly HDR, between Panasonic GH4 and Samsung NX1.

Atomos, and Story & Heart Produce Live Shoot from NAB Show Floor
Eleven directors took four days to shoot the short film "Logline" at the Atomos booth during this past NAB Show. Atomos teamed with Portland-based filmmaking academy, Story & Heart, whose members suggested recruiting several directors, including the Diamond Brothers, Sarah Estela, Mick Jones, Lee Morton, Christina Ienna, Adrien Oneiga, Justin Derry, Julia Swain, and ChaseSmith. Each directed a segment of the film, which can be viewed here. A fun, informative look behind the scenes can be viewed here.

Silicon Valley-Based Corporate Producers Reveal How They Use Atomos Samurai Blade
DreamChaser Media specializes in corporate video production, marketing videos, commercials, and documentaries for clients in the San Jose and San Francisco Bay area. They demonstrate how they use the Atomos Samurai Blade here.

 

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