UHD Alliance launches new branding for 4KTV products


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Editor

| 05 January 2016




The UHD Alliance (UHDA), the group charged with fostering the Ultra HD ecosystem and promoting the benefits of such technology, has unveiled a consumer-facing logo to identify 4KTV devices, content and services.



RTVN 5 JAN ULTRA HD LOGOThe alliance believes the move will simplify delivering a premium experience in an ‘exploding’ Ultra HD market that is expected to grow eight-fold by 2019.

Developed through the collaborative efforts of leading film studios, consumer electronics manufacturers, content distributors and technology companies, the alliance says that the new Ultra HD Premium specifications reflect collective expertise from across the Ultra HD ecosystem, as well as significant input gleaned from experiential consumer testing.

It has reserved an Ultra HD PREMIUM logo for products and services that comply with performance metrics for resolution, high dynamic range (HDR), peak luminance, black levels and wide colour gamut, among others. The specifications also make recommendations for immersive audio and other features.

The UHD Alliance is confident that these advances in resolution, contrast, brightness, colour and audio will enable certified displays and content to replicate the richness of life’s sights and sounds and allow in-home viewers to more fully and accurately experience the content creator’s vision.

“The diverse group of UHDA companies agreed that to realise the full potential of Ultra HD the specs need to go beyond resolution and address enhancements like HDR, expanded colour and ultimately even immersive audio. Consumer testing confirmed this,” remarked president Hanno Basse. “The criteria established by this broad cross section of the Ultra HD ecosystem enables the delivery of a revolutionary in-home experience, and the ULTRA HD PREMIUM logo gives consumers a single, identifying mark to seek out so they can purchase with confidence.”

“Ever-rising consumer adoption of Ultra HD TV sets will fuel strong growth for the entire Ultra HD ecosystem over the next few years,” added Paul Erickson, senior analyst at IHS Technology. “Annual worldwide shipments of Ultra HD TVs are expected to grow nearly 719% over the next several years according to IHS’ forecasts, from nearly 12 million in 2014 to nearly 96 million in 2019, with over 300 million in use by the end of 2019. For the many mainstream consumers looking to make sense of the various terminologies, acronyms and feature descriptions at retail, standardisation efforts such as the UHDA’s “ULTRA HD PREMIUM” can reduce consumer confusion and help ensure consistency of both buyer expectations and the delivery of the end experience - benefiting not only consumers, but also the industry as a whole.”