Hollywood studios, consumer electronics brands, content distributors, post-production and technology companies have launched the UHD (Ultra High Definition) Alliance.

The alliance was formed by companies including DirecTV, Dolby, LG Electronics, Netflix, Panasonic, Samsung, Sharp, Sony Visual Product, Technicolor, The Walt Disney Studios, Twentieth Century Fox and Warner Bros. Entertainment.

The alliance wants to ensure that all the links in the chain, from the production, distribution and consumption of content to the playback capability of devices, meet the identified premium quality standards. The entire chain must also embrace standards that are open and allow flexibility in the market yet give consumers confidence that they can watch the content they want on their devices. In the coming months, the group will outline a technology roadmap for the rapid evolution of UltraHD technology worldwide.

The UHD Alliance will also provide consumers with information on premium UltraHD content and devices to deliver best-in-class home entertainment. Premium UltraHD content and devices will be clearly identified so consumers can easily recognise them in-store.

“As the UHD environment continues to evolve, we are strengthening our commitment to high-quality UHD content and devices,” said Hyunsuk Kim, president, Visual Display Business at Samsung Electronics.

“The Alliance will encourage the development of high-quality UHD content while distinguishing TVs that provide the most premium UHD viewing experience.”

“The innovative advancements and quality improvements with TVs are evolving rapidly, as seen throughout CES,” said Mike Dunn, president, Twentieth Century Fox Home Entertainment.

“The UHD Alliance will benefit consumers by identifying products and content that will give the true UHD experience.”

“These technologies allow us to utilise a much broader palette to tell our stories while providing viewers with true-to-life colours, superior contrast and premium picture quality,” said Ron Sanders, president, Warner Bros. Home Entertainment.

“Working with a wide industry consortium is the best way to deliver these experiences within premium entertainment.”