 So we have the SID display week and who are you? I'm Helga Zitzen. I'm the president of the society. So what do you do as a president? What's your background? What do you do? My background is I'm a technologist in the display industry that turned entrepreneur, built a number of display companies and these days I'm a venture capitalist. I write checks. I help young companies grow in the display space as well as computer vision space. So it's always a big challenge for poor display technologies to be made and mass produced. And it always has to do with cash, right, over the investments. And this is why LCD got huge because I guess the story is some people in Asia had a good idea. They invested a lot of money and then it became number one, right? Yeah, so there's always the combination of a market need and capital to bring it to market. And so the market need really in the 90s was flat panel displays, laptops, and then mobile phones and so forth. And so LCD technology is actually celebrating its 50th anniversary this year. We're having a celebration year. So the technology was around for quite a few decades. But really in the early 90s there was sort of forces coming together to really bring it into the market and that triggered billions and billions of capital investment. And that has given us the LCD manufacturing capability that we have today. About 50 years is a long time. Technology moves very rapidly in small increments, but it takes a long time strategically to come to market. Myself, it's a bit of an anniversary for me. So the first company I built was around a technology that is today called HDR, high dynamic range, which you might very well be filming in. And we showed 15 years ago in 2003. We showed the first local dimming LED HDR display here at display week. And 15 years later, it's now an established standard. You can watch Netflix movies in high dynamic range and HDR. It's part of cameras. It's part of televisions and so forth. So 15 years is better than 50 years, but it still takes a long time to go into the mass market. You're speeding things up a little bit, right? The world is moving faster. Because it's much better to see things happen faster. We don't want to wait around for 50 years, right? Yeah, so obviously the world is moving faster. We're seeing increasing progress and that's why an event like display week is so exciting because you come every year and there's just new things in every corner. What was this HDR you had 15 years ago? What was the company? The company was called Brightside. It was a startup that we built to commercialize really this HDR concept. At the time it was an invention that we had made at the University of British Columbia. Well, myself and a team of two others at the University of British Columbia. And we then built a startup around it. We built prototypes, we licensed the technology to a number of the big display companies and then ultimately sold the company to Dolby Laboratories, which now develops or has commercialized something called Dolby Vision, which is their HDR standard. Maybe the best HDR out there, maybe. So it's about recording, it's about displaying. Correct. So we had a full pipeline of technologies from camera technologies that captures HDR content to video storage and transmission. So a standard, which is the Dolby Vision transfer standard these days to a display technology that the display industry these days called LED TV or local dimming TV, which is still the most common display technology in the world. If you walk into a store, that's the kind of display you're most likely going to find. The most likely HDR you see out there. So local dimming, how many local localities are there? How much dimming can you do? So that varies tremendously for manufacturers. In 2013 the first local dimming display in the world that we showed had 2000 individual elements. 2003, you say? 2000. We showed it in 2003. 2000 elements, which was a phenomenal display, but it was financially utterly not doable. So when we started licensing technology to manufacturers, they started with 64 elements and 128 and then 250. So it gradually grew as the economics became more affordable. So the world's first commercial local dimming display came out in 2007. And since then they have improved in quality. And today both LED TVs and OLED TVs have HDR capability. And that's what you can now find pretty much as a standard feature everywhere. It's actually hard these days not to find an HDR capable display. And the way to do it is local dimming. Correct. For LCDs, local dimming is the way to do it. For all that... There's no other things you need? No. Just local dimming. You need a signal that has high dynamic range content, but the actual which is Adobe Vision or HDR10 standards. And then for the display side, you basically need local dimming if it's an LCD or if it's an OLED, it's natively HDR, but that's a different story. So it's not like a whole brightness of the backlight. It's not all the same. No, they're individually clustered. In many different intensities. Correct. That's how you get the high contrast. So if you want to show... Like thousands of identities or something. Correct. Yeah. So the LEDs are analog, so they have usually quite a wide range of intensity level to control over. All right. Cool. So this event is going to be interesting. Are there going to be some speeches in my board? My speech, actually. You have to open the event. So I have to open the event. All right.