On October 24, 2019, the hdr10 + Ecological Chain Summit Forum was held in Beijing. The purpose of this summit forum is to build an hdr10 + technology application ecology and contact upstream and downstream enterprises of the industrial chain to join the hdr10 + ecosystem.
It is reported that in 2018, Samsung Electronics, together with 20th Century Fox and Panasonic, jointly launched the hdr10 + technology certification and logo project. Hdr10 + technology is an image quality improvement on the traditional display technology. By adding dynamic metadata, it can optimize the brightness and contrast scene by scene, enrich the details of bright area and dark field area, and provide users with better visual experience.
High added value is an important factor to promote win-win cooperation between upstream and downstream of the industrial chain
Generally speaking, the wide range of colors that our eyes can see also requires the screen to display a wider range of colors. In short, HDR (high dynamic range) is high dynamic range imaging. Among them, the screen should improve the difference between the darkest and whitest in the picture as much as possible, and the black is more black and white is more white. Make the screen display more natural and comfortable.
Hdr10 + can be understood as a substantially upgraded version of hdr10. Although there is only one “+” difference, the technical difficulty of their implementation and the requirements for screen quality are very different. Compared with hdr10, hdr10 + supports dynamic metadata processing. It can provide signals for each scene or even frame by frame, so that the display device can find the most appropriate brightness of HDR display effect for the picture of each frame, so that the TV has extremely rich and delicate details and levels, extremely wide dynamic contrast and richer colors when watching video.
The emergence of hdr10 + is to compete with Dolby vision’s HDR. Another way is to use dynamic metadata to enhance and change picture settings in supported movies and TV programs, so as to optimize pictures for each scene. However, hdr10 + can use the same overall settings throughout the video, which is different from the conventional hdr10 format.
Hdr10 + includes dynamic tone mapping, backward compatibility of hdr10 and free use strategy based on open standards. These three aspects are the core concepts of hdr10 +.
Hdr10 + free use strategy based on open standards is an important factor to promote win-win cooperation between upstream and downstream of the industrial chain, and it also has the same characteristics as Dolby vision. In other words, Dolby horizon’s biggest advantage over hdr10 has disappeared. Moreover, hdr10 + is still an open source standard, which means that manufacturers still have high customization freedom, and more importantly, they do not need to pay licensing fees.
The unique technical advantages bring pure and real color
Pan Xiaofei, section chief of CCTV broadcasting and transmission center, said that compared with the advantages of massive collection of new media, excellent production is the magic weapon for the survival and success of TV stations. From the production of 4K TV programs by TV stations to the final feeling of high-quality picture quality for users, it is inseparable from the mutual cooperation of ecological partners in all links of chips, TV manufacturers, content, UHD Blu ray players and set-top boxes.
Since hdr10 + technology can dynamically display and adapt, restore and present the real visual effects to users, she suggested that we hope to open up the industrial chain as soon as possible, first carry out SDR conversion on the content, step by step, and get more improvements as the technology matures, so that users can feel the advantages of hdr10 + technology.
The unique technical advantages have prompted the hdr10 + alliance and some professional content production teams to join the hdr10 + camp. Its competitor Dolby vision HDR format is in a leading position in the field of home entertainment. And the camp has apple, Amazon, Google, LG, Netflix, Sony, and all mainstream Hollywood studios except 20th century fox.
Samsung also cooperates with a number of industry-leading content partners. From the fourth quarter of 2019 to the first quarter of 2020, Rakuten TV and magenta TV and videociety of Deutsche Telekom will provide hdr10 + support in their on-demand services. In addition, Molotov, the first Ott streaming media service company in France to provide both live and on-demand TV channels, is also considering adopting hdr10 +. The list of the first batch of content partners is getting longer and longer, indicating that the whole industry is committed to providing consumers with high-quality viewing experience.
Technological innovation as the core driving force
Since Samsung, Panasonic and 20th Century Fox launched the hdr10 + logo certification project last year, 81 companies have joined, enhancing the influence of the project in the industry. Following South Korea, Japan and the United States, Samsung opened a new hdr10 + center in China last December, increasing its investment in this field. With Hisense and other TV manufacturers obtaining hdr10 + certification in China, the hdr10 + alliance is expected to further expand.
In addition to the hdr10 + certification of existing TV and smartphone products, Samsung is also trying to promote the implementation of this plan on B2B products. For example, micro LED products such as the wall pro and the wall lux have passed hdr10 + certification. Samsung plans to expand this ecosystem to include its LED product line.
Hdr10 + is the core technology of the new generation of ultra-high definition display TV. At present, looking at the world, no enterprise can surpass Samsung in this technology, and the most direct benefit this technology brings to our ordinary consumers is high-quality dynamic picture output, which makes us really feel what is immersive.