Kaleidescape’s CEO On The New Apple TV 4K

Apple seriously expanded awareness of 4K yesterday when it announced a long-overdue refresh of its Apple TV, the Apple TV 4K. The new Apple 4K will come in 32- and 64-GB sizes for $179 and $199, and the A10X powered devices will feature Dolby Vision and HDR10, Gigabit Ethernet, an HDMI 2.0a output, and “up to Dolby Digital Plus 7.1 surround sound” (same as the previous generation model.)

 

On the content side, Apple announced that iTunes users will get automatic free upgrades of HD titles in their existing iTunes library to 4K HDR when the new version becomes available, and that 4K HDR titles will sell for the same price as HD titles.

 

The market leader in 4K HDR content delivery is Kaleidescape, which has deals with nearly all the major studios and offers more than 260 full-quality UHD titles for download. I had a chance to chat with Kaleidescape’s CEO and co-founder, Cheena Srinivasan, following the Apple TV announcement to discuss what he thought about Apple’s entry into this space.

How do you feel about Apple embracing 4K?

 

The overall take for me is, how could this be bad news? The Apple TV 4K is a differentiated productit’s like a Swiss Army knife. It’s a multi-purpose device. It’s for the mass market. And it’s going to increase the general awareness for 4K HDR. We need a big player like Apple embracing 4K and HDRwe haven’t had it until now. We need to let them do the democratizing and let us focus on delivering the best flavor of it.

 

By Apple embracing 4K, it ensures a good chunk of library titles could be remastered and re-released in 4K, and assures that almost every new-release movie will come out in superior qualitywhich will mean these titles will also be available in this best quality to Kaleidescape customers for purchase.

 

What are the differences between 4K in the mass market and in the high end?

 

When you look at a product that is geared for mass-market consumption, you’re playing on brand recognition4K must mean it’s better. HDR must stand for better color, vivid colors, and eye popping images. That says nothing about picture quality, that says nothing about audio quality, or any guarantee of quality of service that this will be pristine, predictable playback every time. The discerning customer is the one who wants the best every time.

 

We have taken the polar opposite view of a mass-market service in what we do. We make very deliberate choices in how we transcode the video, add lossless audio, and various other unique things we do, such as event cues for control-system automation, favorite scenes, etc., before we make the movie available for sale to ensure the playback is pristine every single time, and that there are no glitches, audio drops, artifacts, etc.

 

What do you say to somebody who points out that Apple is charging the same price for HD and 4K content?

 

If you take the Sony/Kaleidescape partnership and what we bring to consumers in terms of the promise of quality 4K video, there is no question that we deliver with confidence the highest fidelity video, audio, immersive cinematic experience. Period. But that comes at a price.

 

That Apple’s 4K HDR is the same as its HD price gives me two signals. One says, the marginal differences between the two formats are dictated by the TV you own and you shouldn’t be punished for owning a better TV by charging you a higher amount. And the second says if there isn’t substantial differentiation between HD and 4K HDR, it’s hard to justify the price difference. I don’t think it makes any sense for us to just mimic someone else’s pricing strategy, because we stand by the value differentiation we deliver.

—John Sciacca

 

Click here to read my complete interview with Cheena

Probably the most experienced writer on custom installation in the industry, John Sciacca is
co-owner of Custom Theater & Audio in Murrells Inlet, South Carolina, & is known for his writing
for such publications as
 Residential Systems and Sound & Vision. Follow him on Twitter at

@SciaccaTweets and at johnsciacca.com.

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