‘Ultra HD Premium’ Licensed Logo Unveiled at CES 2016
The UHD Alliance has announced the new Ultra HD Premium licensed logo for products and services that comply with performance metrics for resolution, high dynamic range (HDR), peak luminance, black levels and wide color gamut.
The UHD Alliance (UHDA) wants consumers to be absolutely clear on what is, and isn't, an Ultra HD display. To that end, the group unveiled a licensing program around a consumer-facing logo to identify devices, content and services capable of delivering a Ultra HD, a market that is expected to grow eightfold by 2019.
The UHDA’s ULTRA HD PREMIUM logo is reserved for products and services that comply with performance metrics for resolution, high dynamic range (HDR), peak luminance, black levels and wide color gamut among others. The specifications also make recommendations for immersive audio and other features. These advances in resolution, contrast, brightness, color 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 realize the full potential of Ultra HD the specs need to go beyond resolution and address enhancements like HDR, expanded color and ultimately even immersive audio. Consumer testing confirmed this,” said UHD Alliance 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.”
To ensure products bearing the ULTRA HD PREMIUM logo are certified and conform to the organization’s specifications, the UHDA has designated multiple, independent centers around the globe to handle testing. Companies throughout the ecosystem will work directly with these centers to have their products tested and certified.
The UHDA’s new ULTRA HD PREMIUM specifications cover multiple display technologies and reference established industry standards and recommended practices from the Consumer Technology Association, the Society of Motion Picture and Television Engineers, the International Telecommunications Union and others.
“The diverse group of UHDA companies agreed that to realize the full potential of Ultra HD the specs need to go beyond resolution and address enhancements like HDR, expanded color and ultimately even immersive audio. Consumer testing confirmed this” Gary Shapiro, president and CEO, Consumer Technology Association (CTA), says in regards to the new logo and licensing program, "As a long-time champion for 4K Ultra High-Definition TV, we applaud the efforts of the UHD Alliance to define a premium home entertainment experience across the UHD ecosystem.
"CTA and the UHDA share the goal of helping consumers and retailers understand the incredible benefits of UHD technologies and services. The UHDA's new 'Ultra HD Premium' specs complement CTA's new guideline for HDR-compatible displays. Both will help consumers and retailers navigate the rapidly growing 4K UHD marketplace."
Developed through the collaborative efforts of leading film studios, consumer electronics manufacturers, content distributors and technology companies, the Ultra HD Premium specifications reflect collective expertise from across the Ultra HD ecosystem, as well as significant input gleaned from experiential consumer testing.
“Ever-rising consumer adoption of Ultra HD TV sets will fuel strong growth for the entire Ultra HD ecosystem over the next few years,” notes Paul Erickson, senior analyst at IHS Technology. “Annual worldwide shipments of Ultra HD TVs are expected to grow nearly 719 percent 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, standardization 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.”
Founded in January, 2015, the UHDA, has grown to more than 35 companies in two membership categories - Board and Contributor. In 2016, the UHDA will add a third member category, Adopter, for those who wish to license the Ultra HD Premium specifications. Collectively, the UHDA member companies will continue to lead the charge into this new era of home entertainment through advances in resolution, brightness, contrast, dynamic range, color and audio.
The UHD Alliance has developed three specifications to support the next-generation premium home entertainment experience. The three specifications cover the entertainment ecosystem in the following categories:
- Devices (currently, television displays, with other devices under consideration)
The UHD Alliance supports various display technologies and consequently, have defined combinations of parameters to ensure a premium experience across a wide range of devices. In order to receive the UHD Alliance Premium Logo, the device must meet or exceed the following specifications:
- Image Resolution: 3840x2160
- Color Bit Depth: 10-bit signal
- Color Palette (Wide Color Gamut)
- Signal Input: BT.2020 color representation
- Display Reproduction: More than 90% of P3 colors
- High Dynamic Range
- SMPTE ST2084 EOTF
A combination of peak brightness and black level either: More than 1000 nits peak brightness and less than 0.05 nits black level, or more than 540 nits peak brightness and less than 0.0005 nits black level.
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Jason Knott is Chief Content Officer for Emerald Expositions Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California. Have a suggestion or a topic you want to read more about? Email Jason at firstname.lastname@example.org
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