QVC Launches Ultra-High Definition 4K Programming in Japan
QVC, Inc. has become the first broadcaster in Japan to offer native, ultra-high definition (UHD) 4K programming, 24 hours a day.
The broadcast is powered by 4K HDR (high dynamic range) technology, which delivers a total resolution of 3,840 by 2,160 pixels – four times that of standard, 2K HD broadcasts. The images in the 4K broadcast are so sharp that customers may feel like they are stepping out of their living rooms and into our studios, looking at the products and talking with our hosts and guests. The result is an exceptionally engaging shopping experience, featuring richer visual information about our products than ever before.
QVC went live with 4K programming in Japan on December 1, the same day Japan enabled 4K broadcasting full-scale across the country, ahead of the rest of the world. Japan has accelerated its shift to 4K broadcasting as part of preparations for the 2020 Tokyo Olympics.
“4K is the latest example of the investments we are making to create immersive video commerce experiences that inspire customers of all generations,” said Mike George, President and CEO, Qurate Retail, Inc. (“Qurate Retail”), the parent company of QVC, HSN, Inc., and several other retail brands. “We’ve always been an early adopter of new technologies that enrich our programming and improve the product discovery experience for our customers. As a result, we continue to attract growing numbers of new customers, and we continue to see increases in viewership across our broadcast and new media platforms.”
The launch of 4K was a highly complex technical challenge, requiring the combined talents of QVC’s broadcast engineering teams in Japan, the U.S. and the U.K. As the project unfolded, team members partnered with our technology vendors to adapt our hardware and software to the demands of 4K.
“It was an opportunity to marry the art and science of broadcast engineering to create a new experience for our customers,” said Joe Micucci, Vice President, Global Engineering, who is responsible for broadcast engineering across QVC and HSN. “We’ve been doing this for more than 40 years and have the most talented broadcast engineering team in retail and one of the best in the media industry. We brought together some of our top people, across our global network, to make 4K happen.”
QVC has been broadcasting 24 hours a day in Japan since the brand’s launch there in 2001. “We believe that 4K will soon become the standard viewing experience for Japanese consumers,” Joe said. “Already today, if you want to buy a new TV set in Japan, you’ll largely find 4K-compatible products in stores. We are committed to nurturing 4K for the long term.”
In the U.S. market, QVC continues to invest in broadcast technology as consumer behavior evolves and technology changes. Over the past 18 months, these investments have included upgrading our cameras, mixers and routers, and moving from copper-based systems to a fiber-based system. These enhancements are expected to position QVC to seamlessly transition to ultra-high definition, high dynamic range technology such as 4K, once U.S. consumers widely adopt these technologies.
Across Qurate Retail, the broadcast team produces more live content than any other major network – 150 hours per day, on average. Qurate Retail reaches 370 million homes in nine countries via 16 broadcast networks, including our joint venture in China. As a world-leading video and digital retailer, Qurate Retail is well positioned to quickly adopt innovations in broadcast technology. The company is dedicated to being the primary destination for product discovery for its customers, with an ever-expanding array of innovative shopping experiences across broadcast and new media platforms.