ETC Chooses Sony BVM-HX310 from Big Pic Media for 4K/UHD HDR Grading of Commercials and Music Videos

London, UK, March 24th, 2021 – Award-winning post production facility Electric Theatre Collective (ETC) has invested in a 31 inch 4K Sony Trimaster BVM-HX310 31-inch professional master monitor for the grading suite at its London studios. The monitor was provided by Big Pic Media, an accredited Sony dealer specialising in the supply of broadcast grade monitors.

Operating from facilities in Margaret Street, W1, ETC offers a wide range of skills including visual effects, colour grading, motion graphics and character animation. Established in Septem- ber 2011, it has built up a wide client list including Apple, ASDA, Coca-Cola, Deutsche Telekom,

FIFA, Ford, Freeview, Google, IKEA, Jägermeister, Honda, Legoland, Nissan, Samsung, SEAT, Skoda, SWR and Virgin Media.

“Much of our work is for TV commercials,” says George Cook, ETC’s Head of Engineering. “HD SDR has long been the required standard but we are now seeing an increase in demand for 4K. We also need to be ready for the inevitable transition to HDR which is already being promoted by the major OTT content distribution channels. The BVM-HX310 has a million-to-one contrast ratio which allows us to check image quality in full 4K right across the HDR luminance range, from deep black up to 1,000 nits full brightness.

!It”s great to see commercial post houses starting to see the need for 4K HDR reference monit-

oring for colour grading and online,” adds Big Pic Media MD Adam Welsh. “The BVM-HX310 is the logical choice for critical colour grading and CG, supporting currently-preferred wide colour gamuts such as REC 709, DCI!P3 and REC 2020. As well as conventional 2.2, 2.4, 2.6, and CRT gamma, the unit supports HDR Electro-Optical Transfer Functions such as SMPTE ST.2084 and ITU-R BT.2100 used by broadcasters and SVOD suppliers. Sony continues to de- velop its display portfolio and ensure it can provide the market with displays that perform per- fectly to meet the needs of today and tomorrow.”

About Electric Theatre Collective

ETC is an independent, award-winning collective comprised of super-talented, diverse bunch of artists, makers and innovators. It houses some of the best talent in the business across all visual creativity disciplines; CGI, 2D, animation and colour grading. ETC is obsessed with pro- ducing the most creative, visionary and quality work in the industry. In nearly 10 years ETC has grown from four people to having studios in London and LA.

ETC embraces technological advancement and celebrates and nurtures the best people, creat- ing the perfect blend of youth and experience.

ETC prides itself on creating unique, experimental work that combines the cultural interest of art with the polish and accessibility of commerce. This ethos has seen ETC establish themselves

as one of the world”s foremost VFX companies garnering accolades globally, continually ranking in the top 3 visual effects companies in the world.

About Big Pic Media

Big Pic Media ( is a resource for industry-leading production, post produc- tion, broadcast and media products and services. It can advise and supply solutions from indi- vidual items to fully integrated suites. With offices in London and Los Angeles, Big Pic Media offers a global service to the industry, as a supplier and a representative. Big Pic Media has a support function which oversees design and installation services as well as offering engineering support for products supplied by the company. This department can design, develop and install facility updates or entire facilities on request.