Meeting at EBU headquarters in Geneva last week, members of the UHD Alliance assessed the current status of the UHDTV market. The group noted that HDR (High Dynamic Range) has emerged as one of the key drivers for sales of UHD devices.
UHD Alliance chairman Hanno Basse said "Ours is a unique organization, with all of the key players and influencers of the end-to-end media chain represented. As a global industry association our role is to help educate both consumers and content producers on what a UHD HDR experience is and should be." He emphasised that ensuring a consistent experience across devices and ecosystems will be central to the success of HDR. "The UHD Alliance will take a leading role in setting the benchmark."
The EBU was pleased to host members of the UHD Alliance Board (pictured above) in Geneva for the first time, for what was their first meeting of 2017. Adi Kouadio, who coordinates the EBU's strategic programme on UHDTV (BeyondHD), stressed the importance of the clearly perceptible advanced experience that UHD with HDR delivers for audiences. "Interoperability and open standards are crucial for Public Service Media organizations,” noted Kouadio. “And while the EBU is focused heavily on these issues, of equal importance is ensuring that the whole viewing experience is demonstrably better. The UHD Alliance’s work is critical in achieving this latter goal.”
The UHD Alliance was created with the consumer in mind. It provides information on premium UHD devices and content to deliver best-in-class home entertainment. It is also focused on helping consumers identify the in-home and mobile products and content that deliver a truly differentiated UHD HDR experience to consumers. The ULTRA HD PREMIUM logo enables manufacturers and content creators to clearly mark products so can easily identify them in-store.