By Tom Munro, CEO at Verimatrix – August 24, 2016

Verimatrix is eager to once again participate in the upcoming 4K 4Charity Fun Run at IBC 2016 – as both a participating team and an event sponsor. We have proudly been a member of team 4K 4Charity since the series’ second event at the 2015 NAB Show.

Throughout the different events, there have been several consistencies – companies come together for a worthy cause, tens of thousands of dollars are raised for international and local charities, and everyone gets a good exercise in before another exciting day at IBC. There is even a recurring joke that runners can’t help but crack every time: “If you think this race is long, just wait until 8K comes out!”

Each time hear it, I give a smile and nod. For both the run and the industry as a whole, the joke has actually turned into an overarching metaphor: Instead of focusing on the present task at hand, it’s all too easy to get distracted by the road ahead. As a runner, I need to focus on maintaining my pace rather than worrying about how much farther I have to go. Likewise in the pay-TV industry, we need to narrow in on our vision for 4K before we shift our attention to the 8K technology of the future.

So my advice for those running on September 10 would be to set a moderate pace and take in the views of beautiful Amstelpark while you can. The finish line will arrive soon enough.

And for those interested in learning more about the current trends in UHD/4K video at the show., Team Verimatrix will be sharing the role we play in revenue enablement and protection of today’s premium content. Be sure to visit us at booth #5.A59.

See you in Amsterdam!