'4K 4Charity Fun Run' to take place during NAB
February 12, 2015

'4K 4Charity Fun Run' to take place during NAB

LAS VEGAS — Portland, OR’s Elemental Technologies, which supplies software-defined video solutions for multiscreen content delivery, has partnered with Ericsson to present the 4K 4Charity Fun Run (www.4K4Charity.com), set to take place in Las Vegas during NAB. The April 14th event is open to all NAB attendees and will center around a 4km (2.49-mile) race that commemorates major 4K achievements across the media and entertainment industry. It will also raise funds for global and local charities.  

The inaugural 4K 4Charity Fun Run in Amsterdam during IBC 2014 had 250 registered runners and raised more than $23,000 for Oxfam International. After receiving widespread positive feedback from participants and sponsors, Elemental and founding co-sponsor Ericsson are coming together to host the second 4K 4Charity Fun Run at the 2015 NAB Show.

The 4K 4Charity Fun Run will start at 7:30am on Tuesday, April 14 and loop through Sunset Park, which borders McCarran International Airport in Las Vegas. Transportation from major NAB Show hotels to and from the race location will be provided free of charge beginning at 6:45am. After completing the course, runners can celebrate the event over light snacks and beverages.

“We are pleased to offer NAB Show attendees the opportunity to participate in a healthy, fun activity while supporting important causes,” says Chris Brown, executive VP, conventions and business operations at NAB. “The 4K 4Charity Fun Run also provides a unique way to make visible the importance of 4K technology to the global media and entertainment industry.”

Proceeds from the 4K 4Charity Fun Run will be designated for Heifer International, an organization that helps link communities and bring sustainable agriculture and commerce to areas with a long history of poverty. Additionally, a portion of the proceeds will be given to Shade Tree, a local Las Vegas-based charity that provides safe shelter to homeless and abused women and children in crisis. 

“Momentum for 4K is building with media leaders making 4K content available through new services, decreased pricing for 4K-ready consumer devices and advances in key technology enablers such as HEVC,” says Keith Wymbs, chief marketing officer at Elemental. “We are thrilled to help usher in the age of Ultra HD and provide an event for our colleagues across the industry to celebrate 4K achievements in a very positive and beneficial way.”

“Advancements in TV technology have become increasingly consumer-driven and high expectations around video quality are impacting 4K adoption across the world,” adds Dr. Giles Wilson, head of TV compression, Ericsson. “Through our sponsorship of the 4K 4Charity Fun Run, we are proud to celebrate the power of the consumer in driving innovation within the TV and media industry, and a future of continuous improvement in delivering superior quality viewing experiences underpinned by our 20 years as leaders in video compression.”

A limited number of 4K 4Charity Fun Run sponsorships are still available. The deadline for sponsorship commitments is February 28, 2015. Registration for participants starts at just $15.

Premier sponsors for the 4K 4Charity Fun Run at the 2015 NAB Show include Akamai Technologies, Aspera, Dolby Laboratories and Verimatrix. ChyronHego, DTS, Inc. and EVS are supporting sponsors.