Samsung is preparing to strengthen its position in the high-stakes TV technology arena with a new and improved version of its HDR10+ format. Recent legal filings reveal the company is developing “HDR10+ Advanced,” a move that signals a renewed challenge to the competing Dolby Vision standard.
The discovery was made public on February 21, 2024, when the industry outlet FlatpanelsHD uncovered a trademark application submitted by Samsung to US authorities. The filing specifically pertained to the name and logo for “HDR10+ Advanced.”
This initiative aims to build upon the foundation of the current HDR10+ technology. High Dynamic Range, or HDR, is designed to produce a more realistic picture by enhancing the contrast between the brightest whites and the deepest blacks. The “Advanced” label suggests the update will introduce new capabilities to create an even more immersive viewing experience.
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The development intensifies the ongoing format competition for premium television. Samsung’s HDR10+ is championed by a coalition that includes Amazon, while Dolby Vision is a dominant force on services like Netflix and is integrated into TVs from manufacturers such as LG.
A central part of this technological rivalry involves “dynamic metadata,” a smart feature that fine-tunes the picture’s brightness and color for each individual scene. Both formats use this tool, but Dolby Vision is generally perceived to have a technical edge. The creation of HDR10+ Advanced appears to be Samsung’s direct response to level the playing field.
An official launch date for the new technology has not been announced. The trademark filing primarily indicates that the project is in active development. When it does debut, HDR10+ Advanced is expected to be a key feature in Samsung’s next-generation televisions and could be offered to other members of its technology alliance.
Source: Forbes