Converging Technologies Create Massive Opportunities…And Some Confusion… As Next Generation Entertainment Experiences are Defined

13 April 2015

A rose by any other name.  While the narrow definition of Ultra-HD may be limited to a discussion about pixels, the UHD Alliance is expanding the concept to include other technologies.  New developments in Higher Dynamic Range (HDR), Wider Color Gamut (WCG), Higher Frame Rate (HFR), and Advanced Audio have the potential to further enhance the entertainment experience of consumers, provided that these new technologies are introduced to market in a rational, integrated and interoperable manner.

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A rose by any other name.  While the narrow definition of Ultra-HD may be limited to a discussion about pixels, the UHD Alliance is expanding the concept to include other technologies.  New developments in Higher Dynamic Range (HDR), Wider Color Gamut (WCG), Higher Frame Rate (HFR), and Advanced Audio have the potential to further enhance the entertainment experience of consumers, provided that these new technologies are introduced to market in a rational, integrated and interoperable manner.

That is the message behind an announcement from the founding members of the UHD Alliance – a recently established group representing leading companies in entertainment, technology, consumer electronics and distribution.   They issued a call for contributors to join their mission to advance a new and differentiated entertainment experience by coordinating technology and go-to-market strategies to ensure these technologies, coupled with performance metrics, will deliver a premium entertainment experience throughout the ecosystem of content creators, owners, distributors and device manufacturers.

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To put context behind this call to action, consider the following:

* According to Transparency Market Research (TMR), the global UHD panel market — in terms of volume sale — will reach 5,704.6 units by 2020, and demonstrate a 9.2% CAGR between now and 2020.

* However, demand for UHD panels will not occur in a vacuum. According to Strategy Analytics, wider color gamut technology and higher dynamic range support will be built into premium Ultra HD TV displays starting in 2015 to create a more discernable price tier structure in the market.

“As the inevitable price competition eats into the ability of the TV vendors to make any meaningful profit from selling Ultra HD TVs, many brands are adding support for wider color gamuts and high dynamic range in order to differentiate their models and charge a premium over ‘standard’ Ultra HD models,” explains David Watkins, Service Director, Connected Home Devices.

 

SOURCES:

Hanno Basse, President of the UHD Alliance

Hanno Basse, President of the UHD Alliance

In short, UHD and its sister technologies cannot – or at least should not – evolve without significant coordination.  Which is why the UHD Alliance’s leadership is initiating a series of “working discussions” around technical specifications and certification details to address key intersection points.  The mission is to help develop industry standard branding so that consumers can clearly identify certified premium UHD content and devices offered in the marketplace.

“The members of the Alliance have joined together in a united effort to advance and maintain the highest standards for premium entertainment experiences. Following the establishment of our organizational structure, work scope and goals, we are now welcoming new contributing members,” said Hanno Basse, President of the UHD Alliance.

http://www.businesswire.com/news/home/20150130005251/en/Global-Ultra-High-Definition-UHD-Panel-4K#.VSAXPJVFDIU

http://www.prnewswire.com/news-releases/nearly-50-of-us-homes-will-own-a-4k-tv-by-2020-says-strategy-analytics-300044177.html

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