 Here, the SID display week here, the booths here. So who are you? Hi, I'm Doug Taylor. I'm representing the Imaging and Vision Group within ARM. And what are you showing right here? So we're showing HDR to SDR video conversion. So we start with an HDR video source coming off this Blu-ray player. And that's being processed with our adaptive local tone mapping engine to achieve a dynamic range compression so that we can show that HDR content in a highest quality on a regular SDR to the V-sight. Without HDR? Correct. But it looks like HDR? Yes. But it's not quite HDR, right? It's not quite HDR, no. It's not as good as if you were viewing it on a true HDR panel. But we can compress the dynamic range with a very high quality, and so you can see all that HDR content on your regular display. And this IP came into the ARM with the position of ethical? Yes, that's right. It actually came through. It's an ethical technology that was acquired through ARM. And this is already in some smartphones, right? To make them look better. Exactly, yes. It's in a lot of smartphones. So this could be for the future of the set-top box business? Yeah, we're actually targeting this version of the sort of display. We're targeting set-top boxes so that consumers can connect to any kind of display and view any kind of content. And what are you showing over here? It says HDR to SDR. Just explaining what you're doing with the AD5 locally adaptive? Virgin 5 was sort of a display, so we're actually just showing, trying to describe our local tone mapping algorithm that we use to achieve the dynamic range compression. So it's an algorithm. So is it here? Yeah, it's actually integrated into this T-con of this laptop, so you can turn it optimal and strong setting. So when you get, try to view high contrast content in a bright ambient light condition, you get ambient light reflections on the display. And they become brighter than your content. So you apply a local tone mapping so you can increase the brightness of only the shadow content. So you increase the local brightness here without damaging the contrast or changing the colors and the highlights at all. So the stuff you're doing right now is, over here is an FPGA, and over there it's running like an emulator kind of thing? No, it's in hardware on the T-con. So it's the same. On the T-con? What is the T-con? Sorry, it's a time controller. So you put it on the display panel? On the display panel? Yeah, that's right. So it's chipped on the display panel. All right. So yeah, it applies the same algorithm. So all these displays are awesome, but maybe half or more than half of the quality, it comes from processing the image, right? Yes. So ARM has a big role to play in there, and all the partners that also, all these companies that are processing, like for example Sony and some other companies, they have amazing quality and they always promote their chip. The chip is important, not just the display. The processing, yeah, the processing chain that takes you from your original image source to what you finally see, that's a very important part of achieving high quality imaging. So everybody here, the SID display week should be coming to you and saying, hey, when can we get this, right? I hope so. Yeah? So it's been a good show? Yes, it's been a great show for us. All right, cool. Looking forward to more HDR on every display.