• Skip to main content
  • Why Plura
    • Our Team
    • Videos
    • 15th Anniv.
    • Our History
    • Case Studies
    • Distributors
  • Products
    • At a Glance
    • X Processing
    • I.M.D.P.
    • Monitors
    • Timing
    • Calibration
    • Viewfinders
  • Support +
    • Downloads
    • Virtual Mtg.
    • RMA Request
  • News + Events
    • News
    • Events
  • Contact
  • Why Plura
    • Our Team
    • Videos
    • 15th Anniv.
    • Our History
    • Case Studies
    • Distributors
  • Products
    • At a Glance
    • X Processing
    • I.M.D.P.
    • Monitors
    • Timing
    • Calibration
    • Viewfinders
  • Support +
    • Downloads
    • Virtual Mtg.
    • RMA Request
  • News + Events
    • News
    • Events
  • Contact
Signal Processing
I.M.D.P.
Monitors
Timing
Calibration
Viewfinders
Home  //  Signal Processing  //  Avenue  //  Avenue 7910 HD Upconverter and Cross Converter
avenue_7910_front-1021x623avenue_7910_front-1021x623
  • Avenue 7910 HD Upconverter and Cross Converter

    The 7910 module accepts an SD or HD SDI input and has four HD SDI outputs. Excellent for on-air use, the 7910 is equally at home in an HD island, in a signal ingest installation, or in a production application. Since the 7910 functions as either an Upconverter or Cross Converter, it’s useful on the output of a server when material may switch between HD programming and SD commercials. It’s also convenient in a dual-rate master control environment.

    Sophisticated Adaptive Noise Reduction ensures delivery of a pristine output that is excellent for use in broadcast. Additionally, Picture Detail Enhancement is used to recover information that has been lost due to poor frequency response upstream. Aspect ratio conversion choices include: Letterbox, Anamorphic, Crop and Manual Zoom.

    Input standard and frame rate are auto-detected. The 7910 automatically adjusts from SD to HD color space and gamma. The built-in Proc Amp provides adjustment of signal parameters with controls for Video, Chroma and Pedestal. The upconverted output is timeable with respect to the reference input. When converting to film rate (1080sF/23.98) formats, 3:2 pulldown cadence is automatically detected and backed out when present in the input.

    The 7910 can be configured locally or controlled and configured remotely with Avenue 5050 Touch Screen, Avenue Tabletop Control Panel, Avenue Express Panel, or Avenue PC Software. Alarm generation, configurable user levels, module lock-out, and customizable menus are just some of the tools included in the Avenue control system.

    Metadata

    HD closed captioning is carried in data packets in the vertical interval ancillary data space. The 7910 properly translates between traditional SD captioning (line 21 or 23) and HD caption data so that closed-captioning content is converted transparently between video standards and formats.

    Automatic Aspect Ratio Conversion

    The 7910 supports AFD (Active Format Description) to mark or identify the aspect ratio of the video content. These flags are generated at the output of the module, and they are read at the input. This allows the up and downconversion process to adapt automatically to material that is already in letterbox or pillarbox form in order to produce the most appropriate conversion.

    Audio Options

    When an audio sub module is installed, audio is automatically delayed as needed to compensate for the video processing in the 7910. For complete audio processing, choose from three different audio sub modules. Sub modules plug onto the 7910 board and do not take up a slot in the frame.

    The 8415 is an eight-channel audio sub module with AES I/O that provides management of embedded audio in the processing path, or supports audio embedding/disembedding alongside the video processing elements. Embedded audio is safely bypassed around the video frame store with the lip sync preserved. Level adjustments and channel shuffling are accessed through the built-in audio mixer. The 9670 Automatic Gain Control option can be added to the 8415. All audio processing is performed at full 24 bit resolution.

    The 7610 provides carriage of up to eight channels of embedded audio through the format conversion process. Embedded audio in the input signal is delayed to match the video delay and preserve lip sync. The delayed content is reinserted in the video output. No level adjustment or channel swapping is provided.

    Product Documents

    Datasheet

    • 7910 Data Sheet

    Manual

    • 7910 Module Manual

    Firmware

    • Avenue 7910 Firmware v2.4.1
    Contact Sales
    • Highlights
    • Specifications
    • Product Downloads

    Description

    • Upconverter and Cross Converter
    • Proc Amp and Frame Sync
    • 16 bit processing
    • Accepts asynchronous signals
    • Reference input – output is timeable
    • Automatically adjusts between SD/HD color space and gamma
    • Adaptive Noise Reduction and Picture Detail Enhancement
    • All processing performed in progressive
    • Auto-detection of input standard and frame rate
    • Built-in test pattern and tone
    • Audio Mux/Demux optional
    • Audio Automatic Gain Control optional
    • Add audio sub module for delay and processing
    • Occupies one slot in frame, even with audio option

    Additional information

    Control

    Ethernet, RS232, GPIO, SNMP, AveNet

    Video Input

    SD SDI

    Video Output

    HD SDI

    Video Processing

    Aspect Ratio Conversion, Reference In/Timeable Output, TBC/Frame Sync, Upconversion

    Product Documents

    Datasheet

    • 7910 Data Sheet

    Manual

    • 7910 Module Manual

    Firmware

    • Avenue 7910 Firmware v2.4.1

    Related products you might be interested in

    BrightEye 90-A HD Up/Down Cross Converter and ARC with Analog AudioBrightEye 90-A is a versatile up/down/cross converter or aspect ratio converter for use with analog and digital video signals. Simply set the BrightEye 90-A to output your facility’s preferred HD or SD standard. The BrightEye 90-A will accommodate whatever input you connect – analog composite, SD SDI or HD SDI. After setting the output standard, BrightEye 90-A automatically converts the selected input to the correct standard for your facility. BrightEye 90-A will upconvert, downconvert, cross convert, or act as an ARC, as needed. The built-in Frame Synchronizer allows you to feed asynchronous signals to the BrightEye 90-A. An external reference input allows genlock to a house reference. All vertical interval data and closed captioning is faithfully passed. Upconverting to High Definition Feed the analog composite or SD SDI output of a camera to a BrightEye 90-A and upconvert to HD. You can take the HD signal from the BrightEye 90-A into a switcher or projection system. Upconverting existing SD equipment lets you leverage the equipment you already have and operate in the HD domain. While some cameras may have firewire out, using the video output and upconverting before distribution is preferable since longer cable runs can be achieved and quality is superior. Additionally, the BrightEye 90-A’s reference input allows you to time the upconverted video output for use with a production switcher. Downconverting to Standard Definition BrightEye 90-A will downconvert any type of HD signal and provides both an SD SDI and an analog composite output suitable for broadcast or monitoring. Cross Conversion It’s easy to convert between various HD standards, whether 720p or 1080i. Simply select the output standard you need and connect the input, that’s all there is to it. Aspect Ratio Conversion For converting between SD 4:3 and HD 16:9, BrightEye 90-A has you covered. Just select the output standard you need and connect the input. Audio Processing Made Simple BrightEye 90-A handles both embedded audio and eight channels of analog audio. Sixteen channels of embedded audio are supported in BrightEye 90-A. If the incoming video has embedded audio, the audio will be safely bypassed around the video processing and lipsync will be preserved. Audio mixing is available for two of the four embedded groups of audio. The analog audio I/O ports can be configured for eight channels of incoming audio or for eight channels of audio output. The audio mixer can be used for analog audio as well. Mixer controls are accessed through the BrightEye Control Software. Monitoring for Video and Audio Audio monitoring is easy with BrightEye 90-A’s convenient 3.5mm mini jack. Select the audio channels you want to monitor from the front panel and plug in a headset. The HDMI connector on the rear of the unit provides a future proof monitoring interface. Plug it into most LCD monitors for confidence monitoring of your feed. Front Panel and Software Control Input selection, gain control, and test pattern controls are provided through the front panel interface. Audio presence LEDs indicate which channels are detected. Controls for crop, letterbox and pillarbox are accessed from the front panel or BrightEye Mac or PC software. Video and audio levels and the audio mixer can be adjusted through BrightEye Mac or PC software.
    BrightEye NXT 950 4 Channel SDI Frame Sync & U/D/CThe BrightEye NXT 950 Frame Synchronizer packs a lot of features in a tiny package. Frame Synchronization and Format Conversion, with 16 channels of embedded Audio. The NXT 950 has four independent frame synchronizers. Each supports automatic input format detection and conversion to desired output format. Adjust video and chroma gains with the built-in Proc Amp. Color Correct to compensate for input material or to match projectors and monitors. Adjust levels and swap/mix channels in Embedded Audio. Even embedded surround sound (Dolby, AC-3) is synchronized from input to output. Control the Frame Syncs and monitor each channel’s input and output from the front panel, or through the interactive Web interface. Rackmount up to three NXT 950s in 1RU for the ultimate processing density.
    BrightEye 10 Optical/SDI to Analog/SDI ConverterBrightEye 10 is a digital to analog video converter with both SD SDI (electrical) and fiber optic inputs. Output formats include Beta and SMPTE component, RGB, and composite (with simultaneous Y/C). Video processing, encoding and analog conversion is performed digitally at 12 bits of resolution with 8 x oversampling. Front panel controls select between the optical and SDI input, choose the analog output format, and adjust gain. Video levels can be adjusted through the BrightEye Control app. The reclocked SD SDI output follows the input selector, providing optical to electrical conversion when the optical input is selected. BrightEye 10 combines fiber to SD SDI conversion and QC monitoring in one compact unit.
    BrightEye 20 Analog and Digital Audio Embedder or DisembedderBrightEye 20 is a versatile audio Mux/Demux. With SDI video I/O, and both analog and AES I/O, it is field configurable for embedding or disembedding. When configured as a multiplexer, BrightEye 20 has one serial digital video input and two AES digital audio inputs. Alternately, the 4 channel analog audio input can be used. The audio is embedded into the 601 video stream. The output is a serial digital video stream that contains the original video plus the two AES streams or four analog audio channels. When configured as a demultiplexer, audio signals present in the incoming serial digital video signal are extracted and delivered simultaneously as two AES digital audio streams and as four analog audio channels. Audio mixing, level adjustments, and channel shuffling can be applied to both the multiplexer and demultiplexer modes, and are accessed through the BrightEye Control app. Audio group selection is also made through BrightEye Control. A variety of audio connectors and adapters are available for integrating BrightEye 20 to any type of system.

    Looking for something else?

    Signal Processing
    I.M.D.P.
    Monitors
    Timing
    Calibration
    Viewfinders

    Contact Sales

    International

    • Plura Europe GmbH Germany
    • Plura MEA Dubai – UAE
    • Plura ASIA Seoul – S. Korea

    The Americas

    • Arizona Plura Broadcast, Inc. HQ

    Stay in touch for news on the latest in product development

    Copyright © 2025 Plura Inc. All Rights Reserved.