iWorld
Instagram cracks the code on iPhone video brilliance
MUMBAI: Every iPhone video carries a secret ingredient: tiny packets of data that tell screens exactly how bright and vivid to display footage. For three years, Instagram binned them. Not anymore.
Chris Ellsworth, Cosmin Stejerean and Hassene Tmar—engineers at Meta—have cracked a thorny problem that made high dynamic range (HDR) videos look drab on Instagram’s iOS app, particularly when viewed in dim light or at low screen brightness. The culprits were two pieces of metadata embedded in iPhone recordings: Dolby Vision, which enhances colour, brightness and contrast, and ambient viewing environment (amve), which adjusts rendering based on lighting conditions.
Since 2022, Instagram has supported HDR video. But its encoding pipeline, built on FFmpeg, an open-source tool, stripped out both metadata types. The result? Pictures that looked nothing like their creators intended.
The fix required surgical precision across three stages of video processing. First, the team convinced FFmpeg’s developers to add amve support in 2024. The data proved remarkably consistent—every frame carried identical values—allowing a quick workaround whilst proper support landed.
Dolby Vision proved trickier. iPhones encode video in HEVC format using profile 8.4, but Instagram delivers AV1 and VP9 codecs instead. Meta collaborated with Dolby and FFmpeg developers to implement profile 10, allowing Dolby Vision metadata to travel within AV1 streams. They also built custom extraction tools to feed metadata into Apple’s display layer, since Instagram decodes video independently rather than using Apple’s standard player.
Then came a nasty surprise. Initial tests showed viewers watched less video with Dolby Vision enabled. The metadata added roughly 100 kilobits per second to file sizes—enough to slow loading times and send impatient scrollers elsewhere. Meta’s solution: implement a compressed format that slashed overhead to 25 kbps, requiring another 2,000 lines of code for compression and decompression.
The second test vindicated the effort. Viewers spent more time watching HDR videos, particularly in low-light conditions where proper metadata reduced eye strain. Instagram for iOS now delivers Dolby Vision metadata on all AV1 encodings derived from iPhone HDR uploads, making it Meta’s first app with full support. Facebook Reels is next in line.
The broader web remains a problem child. Browser and display support for Dolby Vision is patchy, meaning most readers cannot see the difference on this page. For that, you will need an iPhone and Instagram.
Three years to fix discarded data. But for anyone squinting at their screen in bed, scrolling through Reels at 2am, it matters rather a lot.
iWorld
Prime Video unveils content slate for 2026
London showcase spotlights anime, Korean dramas and Indian films as global demand for local stories surges
WASHINGTON: Prime Video has fired an early starting gun on its 2026 ambitions, unveiling a punchy line-up of Asian originals spanning Japanese anime, Korean dramas and Indian films at its first Prime Video Presents: International Originals showcase in London.
Led by Gaurav Gandhi, vice president, APAC and ANZ, Prime Video, the preview offered a curated glimpse of upcoming titles from Japan, Korea and India, with a fuller regional slate due in the coming months. The message was clear: Asian stories are no longer niche, they are global drivers of streaming growth.
The inaugural event, introduced by Kelly Day, vice president of Prime Video and Amazon MGM Studios International, and hosted by Nicole Clemens, vice president of international originals, doubled as a statement of intent from Prime Video and Amazon MGM Studios to back locally rooted stories with worldwide appeal. Guest appearances included Stanley Tucci, Nicole Wallace, Park Min-young, Wi Hajun, Dolores Fonzi, Alia Bhatt and author Mercedes Ron.
Prime Video said stories from Japan, Korea and India now rank among its most-watched non-English content, reflecting a rising appetite for culturally grounded narratives that travel well beyond home markets. The new slate blends established franchises, fresh voices and long-term partnerships with regional creators and studios.
Anime push
With anime booming globally, Prime Video positioned itself as a serious destination for the genre. Three marquee titles headlined its 2026 anime offering.
Fist of the North Star: Hokuto No Ken returns as a definitive reboot from TMS Entertainment, mixing CG and hand-drawn animation to mark the manga’s 40th anniversary. Set in a post-apocalyptic 199X, it follows Kenshiro, heir to Hokuto Shinken, as he battles brutal warlords while pursuing rival Shin and lost fiancée Yuria.
The Ghost in the Shell, the seminal cyberpunk saga born from Shirow Masamune’s 1989 manga, will stream exclusively worldwide on Prime Video, except Russia and China, with an early exclusive window in Japan. The franchise, which has sold over 4.2 million copies across 24 territories and influenced global sci-fi culture, returns in July 2026 with a new anime by Science SARU, the studio behind Inu-oh, The Colors Within and DAN DA DAN.
From Old Country Bumpkin to Master Swordsman Season 2 continues Beryl Gardenant’s journey from rural dojo instructor to royal mentor, following a first season that broke into Prime Video’s Top 10 in more than 45 countries.
Korean wave
Korean content remains a heavy hitter for engagement. Hits such as Marry My Husband and No Gain No Love have already cracked Prime Video’s global Top 10 on out-of-country viewership.
New titles deepen that bet, with collaborations involving CJ ENM, SLL, Coupang Play and others.
Absolute Value of Romance follows student Yeo Eui-ju, a secret web novelist whose life is upended by four charismatic teachers. It stars Kim Hyang Gi and K-pop idols, and is produced by Coupang Play, Mediacorp, Good Wave Inc and Borderless Film.
Human x Gumiho, starring Jun Ji Hyun and Ji Chang Wook, spins a supernatural romance between a 2,000-year-old gumiho and the one man immune to her charms. It comes from HighZium Studio and Contents Planner.
Siren’s Kiss, starring Park Min-young and Wi Hajun, tracks investigator Cha Woo-seok probing a murder linked to auctioneer Han Seol-ah and her mysteriously deceased fiancés. Produced by Studio Dragon and CAPE EnA.
See You at Work Tomorrow! pairs burned-out employee Cha Ji-yoon with boss Kang Si-woo in a workplace romance. Produced by Studio Dragon and Kross Pictures.
Love in Disguise casts Yim Siwan in a genre-blending tale where a former special forces officer goes undercover to protect an heir from a murder plot. Produced by CJ ENM Studios and PITAPAT Studio.
The Sacred Jewel, set in 1258 during Mongol invasions, follows elite warriors seeking a divine relic. Produced by SLL and Celltrion Entertainment.
Indian spotlight
India got a focused preview with Don’t Be Shy, a young-adult, female-forward coming-of-age drama written and directed by Sreeti Mukerji and produced by Alia Bhatt and Shaheen Bhatt under Eternal Sunshine Productions. A conversation between Alia Bhatt and Nikhil Madhok, head of originals, Prime Video India, explored filmmaking for young audiences and the value of female-led narratives. A broader Indian slate will be unveiled in March at Prime Video Presents India.
Gaurav Gandhi said, “We are delighted to offer this early preview of compelling titles from our anime, Korean and Indian slate. This is just a taste of what’s in store for our customers in 2026. Content from Japan, Korea and India is emerging as a powerful cultural force in global entertainment, driven by emotionally authentic stories that resonate far beyond their home markets. Building on strong viewer momentum and deep partnerships with creators across these regions, our 2026 lineup underscores our long-term commitment to championing Asian storytelling on the global stage.”
Prime Video closed by reiterating its role as a one-stop entertainment hub, combining Amazon MGM Studios series and films, global and local originals, exclusives such as 9 Perfect Strangers and Those About To Die, add-on channel subscriptions in select markets, and rental and purchase options via the Prime Video Store, alongside ad-supported programming.
As streaming turns borderless, Prime Video’s wager is simple and bold: the more local the story, the bigger the world it can conquer.
