Articles and whitepapers

Why Installers Can Benefit from ISF Display Calibration (3/5/2007)

By Neil Davidson, T+W Marketing

In light of falling prices and increasing performance in the video display market, two of the biggest challenges facing custom installers are how to differentiate themselves from their competitors whilst maintaining margin on video installs.

ISF-certified custom installers have learned that display calibration is a fantastic way to ensure that their customers enjoy the most accurate image possible, while at the same time allowing them to add valuable extra margin to every install. When a system is correctly calibrated, both the customer and the installer reap the rewards!

ISF background

The Imaging Science Foundation (ISF) was founded in 1994 by Joel Silver. Joel had become frustrated by the variable performance from his large-screen TV and the variable results of the technicians who had tried to correct it for him. He recognised that to gain an accurate image, product manufacturers and consumers would need to be educated in the importance of adhering to the universal standards used throughout the world of film and TV content creation. The rest, as they say, is history!

The ISF has now trained over 3500 people worldwide and a number of leading manufacturers including Pioneer, Runco, Screen Research and DNP have had their products certified for accuracy after testing and consultation with the ISF Labs.

With the growing success of the ISF, it was clear that a dedicated European connection was required, and in 2006, ISF Europe was launched and led by industry veteran, Tom Vanthuyne. ISF Europe has been highly successful in delivering ISF training and consulting to custom installers and specialist retailers right across Europe. Training classes are available in several different languages which have invigorated interest in the ISF in the

United Kingdom, France, Germany, Spain, Italy and Scandinavia. The close ties with media and retail partners has also paid off with rapidly increasing consumer demand for calibration driven by the knowledge that new display technologies are capable of delivering an image exactly as the director intended.

ISF certification

Before taking an ISF class students are advised to have some understanding of the basics of colour theory and video processing. The ISF certification program consists of an intensive two-day training course followed by a 100-question examination, and students who arrive prepared have a much greater chance of becoming ISF certified.

The ISF training class is split into two sections. The first section is designed to give students the solid technical foundation required to develop and calibrate high-performance video systems for their customers. The second session is the fun part - hands-on calibration of a number of different display types using professional calibration tools!

The ISF exam is forwarded to students after the training class for them to complete in their own time, and is a mixture of multiple choice and essay-type questions. Most of the questions are covered in detail in the training class, but some will require some extra research and analysis. The test has a time limit and a score of 85% or more is required to pass.

Once the test has been successfully completed, the student has earned the right to be ISF certified and to use the ISF logo on their company website and stationery. A certificate is issued to mark the event and the student's details will be added to the calibrator listing on the ISF website.

Tools required

To perform calibration in the field, the calibrator needs to use software and analysis equipment to measure the performance of the display they are working on. The ISF have approved a small number of calibration tools for accuracy and data reporting, and the calibrators who use these are listed separately on the ISF website to make it clear to consumers who has the skills and tools to do the job for them.

European training

ISF Europe has developed an extended programme of training and support to ensure that our custom install partners can have full confidence in offering display calibration services.

1. The optional 'Basic Video and Colour Theory' course costs EUR350 and is intended to be a pre-ISF primer on the basic theory of video and colour.

2. The main two-day ISF Training Course costs EUR1000.

3. The optional Display Calibration with DataColor ColorFacts course costs EUR200. This is a post-ISF session that builds on the practical part of the training and is designed to ensure that the installer has full confidence in how to correctly use analysis tools required to fully calibrate a display.

DataColor ColorFacts calibration software is used in all ISF Europe training classes. It has a wizard-driven interface and offers features such as built-in primary and secondary measurement, a gamma calculator and detailed gamma and greyscale analysis functions

The standalone DataColor ColorFacts calibration software package is priced at EUR2800 and is available with ISF training for a total of EUR3295.

Conclusion

Offering ISF display calibration services is the logical choice for all custom install and specialist retailers who are committed to offering high levels of service and performance to their customers. Calibrating the video system results in improved customer satisfaction due to the more accurate and filmic image on the finished display. The installer benefits from an improved margin on the install and, by using a detailed report of the 'before and after' results of calibration, can clearly differentiate from competitors who do not offer the service.

To learn more about display calibration, please visit www.isf-europe.com or contact any of the team at T+W Marketing.

Neil Davidson runs T+W Marketing in the UK. T+W Marketing is a pan-European distributor of premium technology for custom install.

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