New-Auto (Beijing) Video Technology Co., Ltd., formerly known as New Auto Silicon Valley Video Technology Co., Ltd., was founded in 1990. The company is a national high-tech enterprise and a recipient of China’s National Science and Technology Progress Award, First Class. It has also been recognized as a national enterprise technology center and as a Beijing digital video engineering technology research center.

New-Auto provides video and audio technology for broadcasting and media production. Its offerings include the Guoke XR Ultra-HD Virtual Studio System, which uses 3D scene rendering and an XR architecture to create immersive virtual sets, and the Zhencai HDR Dynamic Converter, designed for HDR-to-SDR conversion and real-time video processing. The company also offers the ABC multi-platform media intelligent production platform and solutions for ultra-high-definition production and media workflows.

New-Auto has supported the safe broadcast of CCTV’s Spring Festival Gala for 20 consecutive years, providing services including subtitle and online production support. Its work also includes projects with China Media Group and digital media organizations.