Research Scarce on What Consumers Want From UHD
There's little research on what consumers think about Ultra HD, said Paul Gray, an IHS Markit analyst, at his company’s media and technology conference in London Tuesday. French consortium 4Ever "found that resolution from more pixels has no wow factor,"…
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he said. High dynamic range “was incredibly visible,” Gray said. With HDR, “you have to be careful when you keep cranking up the brightness,” Gray said. "I do worry about commercials for soap powder where they turn it up to whiter than white and if you don’t flinch, then your wash is not white enough. So some kind of standardization is necessary.” High frame rate, is "quite genre-specific. Hollywood content is shot at 24 frames per second and it doesn’t make much sense to watch it at 120 frames per second. But for sports, it’s really fantastic.” A “surprise” from Mobile World Congress was that when HDR was demonstrated on a mobile device, “you would expect high power consumption and battery drain,” but that didn't happen, said Simon Gauntlett, Dolby Labs director-imaging standards and technology: Quality HDR doesn't mean that the screen “is bright all the time.”