Korea Times

Samsung, Amazon join forces for television imaging tech

Both firms pledged to co-develop next-generation HDR and other imaging techniques

PUBLISHED : Friday, 21 April, 2017, 3:13pm
UPDATED : Friday, 21 April, 2017, 3:13pm

By Lee Min-hyung

Amazon video content will be available with the latest high dynamic range (HDR) imaging technology on Samsung Electronics’ premium TVs, the Seoul-based electronics firm said Thursday.

Samsung said it has forged a content and technology partnership with the video streaming giant, with both firms pledging to co-develop next-generation HDR and other imaging techniques.

HDR10 Plus, developed by the Seoul-based tech titan, is the standard for the next-generation HDR display industry, with Samsung seeking to expand its ecosystem by opening the source code for the technology in March, the company said.

Under the partnership, Amazon’s video content will be available in HDR10 Plus quality through Samsung’s quantum light-emitting-diode (QLED) and ultra-high-definition (UHD) premium TVs launched this year. The U.S.-based firm, for its part, said it will create more quality videos, allowing its fans to enjoy more vivid and lively viewing experiences.

HDR, which has been a catchphrase in the global high-end TV industry in recent years, refers to an imaging technology that expresses deeper blacks and brighter whites.

HDR10 Plus is an upgraded version of HDR10 for which Samsung also partnered with Amazon in 2015.

“The latest technology has reinforced the predecessor’s downside of creating darker-than-expected color reproduction in certain movie scenes,” a Samsung Electronics spokesman said.

“But HDR10 Plus is designed to offer a more balanced contrast range, creating more vivid color tones and expressing producers’ intentions more precisely.”

A group of industry-leading content creators, Hollywood movie producers and game companies are adopting HDR10. With the arrival of the improved HDR technology, however, Samsung said it would go all-out to expand its ecosystem by the end of this year, offering video streaming services targeting 200 countries where Amazon’s service is available.

Im Kyung-won, vice president at Samsung Electronics’ visual display unit, said: “The open source HDR10 Plus will offer an astonishing viewing experience for its users.” Samsung will continue to seek ways to forge more technological partnerships with other partners here and abroad, in its bid to lead HDR development and build a stronger foundation for the HDR10 Plus ecosystem, the Samsung executive said.

Amazon Vice President Greg Hart remained upbeat over the partnership, pledging to create more high-quality content by tightening additional partnerships with Samsung.

Amazon is not the first content giant to have partnered with Samsung. Late last year, the Seoul-based firm signed an HDR partnership with YouTube.

Samsung’s 2017 QLED TVs come with up to 2,000 nits of brightness, which the firm touts can generate “real black” color without any distortion regardless of viewing angle.

Samsung, Amazon join forces for TV imaging tech