Next step in stupid marketing ideas - Samsung's HDR10+ Adaptive

Your Samsung TV will use its light sensor to show movies the way the director really intended, even if it has to make some adjustments.

“Upcoming QLED products” from Samsung — that we would expect include its 2021 lineup of 4K TVs — will support HDR10+ Adaptive, so that in Filmmaker Mode it will use the TV’s light sensor to adjust for room conditions.

Universal Pictures Home Entertainment (UPHE) in association with Samsung announced Thursday that it will introduce both new release and catalog movies and videos for the home mastered in the HDR10+ High Dynamic Range (HDR) profile that is based on dynamic metadata.

Small leak from talk

HDR coverage and advertising in media is presently mostly sponsored by Samsung and some Japanese manufacturers. HDR complain already paid off as LG OLED plans had been pushed further and management is afraid to increase manufacturing with previous pace. Main idea of HDR is to hit weak spot of OLED - maximum brightness and ability to retain such brightness for long without consequences. In case of LCD it is very simple and cheap to just make full array led backlight and make any brightness you want. With OLED it is no simple solution. So actual fight is for your money, where HDR is used as tool to punish competitor with highest image quality product.

DR10+ Technologies, LLC, a joint venture among 20th Century Fox, Panasonic Corporation and Samsung Electronics today announced the first certified products and first adopters for the HDR10+ license program. Panasonic and Samsung are also among the first to announce firmware has been deployed to select 2018 television models enabling support of HDR10+ for consumers.

HDR10+ advances the current industry standard of High Dynamic Range (HDR) and HDR10 TV formats. As an upgraded version of HDR10, HDR10+ adds dynamic metadata to each frame. This optimal HDR data enables advanced chipsets from leading manufacturers to create a true-to-life picture across a wider range of displays.

https://www.businesswire.com/news/home/20180828005059/en/HDR10-Technologies-LLC-Founded-20th-Century-Fox

10,000 nits isn’t anything to be afraid of. We should embrace it and raises the question, `Is 10,000 nits enough?’

“I think SMPTE should start looking at ST.2084 and making the peak brightness limits go higher,” Pruitt said. “This is supposed to be an aspirational spec, like ST.2020, that people can working on and prepare for the next 10 years. But [the technology] is coming faster and faster than I think anyone expected.”

https://hdguru.com/calibration-expert-is-10000-nits-of-brightness-enough/

Problem with managers and such is that they do not look how tech is made.

It is not problem with 10000nits except that manufacturer profits will shrink.

Start of HDR10+ licensing

Los Angeles, CA – June 20, 2018 – HDR10+ Technologies, LLC today announced the start of the new licensing and logo certification program for HDR10+ technology. HDR10+ is the royalty-free, open standard dynamic metadata platform for High Dynamic Range (HDR), which optimizes picture quality for 4K Ultra HD displays and improves the viewing experience for all audiences.

The new HDR10+ technology optimizes picture quality for 4K Ultra HD displays by using dynamic tone mapping to reflect frame to frame or scene to scene variations in brightness, color saturation, and contrast.

The resulting enhanced viewing experience can now be easily provided on a wide range of displays bringing the viewing experience much closer to the original creative intent for the content.

The HDR10+ license and logo certification is available to interested companies that meet HDR10+ technical and testing specifications. The HDR10+ certification program qualifies the compliance based on different device categories and their technical performance to ensure that HDR10+ compliant products meet high standards for picture quality.

Consumers will be able to look for the HDR10+ logo which signifies a product’s certification. The royalty-free adoption of HDR10+ for content production, distribution and consumption has already gained momentum with over 40 supporting companies.

https://hdr10plus.org/press-release/HDR10+license.pdf

The criteria for Ultra HD Premium certification was developed using consumer focus groups. They actually tested on viewers the differentials between various settings, so that, for example, `if the brightness went from from 800 to 900 nits, was it noticeable?, 900 to 1,000 nits, was it noticeable? 1,000 to 1,100?, 1,200? No?’

So 1,000 was what they came up with for LED-LCD. For OLED it was 540 nits. Could it have been higher? Sure. But 1,000 and 540 nits was something they felt was representative of what consumers typically could see relative to the physical improvement in picture quality.

It is so damn lie.

As numbers they have actually come from engineers of leading brands. Because for LCD backlight cost rise around $10-20 after 1000nits, and OLED just can't produce anything above 540nits for any prolonged periods without burn in.

Btw note here that actually difference between absolute top 5000nit model and 400nit cheap one is usually only in two cheap things - more dense and more powerful backlight leds (around $30-70 difference) and more advanced $5 backlight controller that manages all this stuff.

Chrome 64 adds support for HDR content if you’re using Chrome on a PC running the Windows 10 Fall Creators Update. You’ll also need discrete graphics and an HDR-compatible display.

Sony will begin to deliver in mid-to-late January its promised firmware update bringing support for Dolby Vision high dynamic range (HDR) to select Bravia 4K Ultra HD A1E OLED TVs and 4K LED-LCD TVs with full-array LED backlighting and local dimming.

New firmware with Dolby Vision support will arrive in the United States and Canada in the Sony A1E series of 4K OLED TV models, as well as in the Z9D, X940E, and X930E series of full-array LED-LCD TVs sold in the United States and Canada.

So, HDR10+

Samsung Electronics and Amazon Prime Video today announced the entire Prime Video HDR library is now available in HDR10+, a new open standard that leverages dynamic metadata to produce enhanced contrast and colors on an expanded range of televisions. The Prime Video HDR10+ catalogue includes hundreds of hours of content such as Prime Originals The Grand Tour, The Marvelous Mrs. Maisel, Jean-Claude Van Johnson, The Tick and The Man in the High Castle plus hundreds of licensed titles. Prime Video is the first streaming service provider to deliver HDR10+ content to its users. HDR10+ is available on the entire Samsung 2017 UHD TV lineup – including the premium QLED TV models.

The HDR10+ technology on Prime Video incorporates dynamic metadata that allows high dynamic range (HDR) TVs to adjust brightness levels on a scene-by-scene or even frame-by-frame basis. By applying individualized tone mapping to each scene, HDR10+ delivers an incredible viewing experience for next generation Samsung displays. The picture quality offers an enhanced visual experience with more detailed expressions, brighter shadow areas and more accurate color renderings that stay true to the creator’s original intent. Through the utilization of the precise “Bezier” based tone-mapping guides, Amazon is able to deliver the optimal viewing experience across a variety of TV models.

Static HDR (including HDR10) will go out of fashion next year with HDMI 2.1

Check https://www.personal-view.com/talks/discussion/16274/hdmi-2.1-released-8k-and-10k-oriented-48gbit-cables-now

Next step (that must be actually start one!) will be HDR information being specific to one HEVC / H.264 encoded block.

Situation on market and predictions

Global unit shipments of televisions supporting High Dynamic Range (HDR) are forecasted to reach 12.2 million in 2017 and will continue to expand to a 47.9 million in 2021, according to forecasts of television marketing activity conducted by IHS Markit TV Design and Features Tracker for the third quarter of 2017.