IT168 Information Recently, the “HDR Display Certification Technical Specification Upgrade Seminar†co-sponsored by China Electronics Commerce Consumer Electronics Survey Office and Beijing Saixi Certification Co., Ltd. was held in Beijing. The "HDR TV Market Research Analysis Report" was released at the conference. At the same time, the participating experts and representatives from color TV companies discussed the main contents of the upgraded HDR display certification technical specifications. After nearly a year of technological growth, HDR TVs have dramatically improved their display performance, and the corresponding technical specifications for evaluation have also needed to be upgraded.
HDR technology to promote the development of the industrial chain is still a challenge
Image quality has always been the "purity of the color TV industry" is constantly pursuing, from the hot of HDR technology this year is evident, it is understood that the mainstream TV companies in the layout of high-end products are basically used 4K + HDR technology. In this seminar, Sun Qifeng, engineer of the Digital TV Standard Compliance Testing Center of the Ministry of Industry and Information Technology, introduced the new specifications to be adjusted and increased. For example, the peak brightness (LCD) was upgraded from the original 800 nit to 1000 nit, and the color coordinates deviation and color were increased. Restoration and other testing indicators, the use of "high standards, strict requirements" to upgrade the indicator is not an exaggeration, which means that the color TV industry will once again usher in a severe test.
Although the industry agrees that HDR is an opportunity to speed up the TV upgrade cycle, it is still a great challenge to grasp this opportunity. As we all know, HDR is an end-to-end solution for shooting, production, transmission, and display. Although the technical specifications of the display technology of HDR technology have been preliminarily established and upgraded soon, only the mature technology of the display end can not represent the entire HDR industrial chain. All have been developed and perfected, because the television industry has been driven by hardware, which leads to the "walking" on the trajectory of the vigorous development of content, 4K is the case, first there is a 4K TV to have the appearance of ultra-high definition content. At present, all parties in the HDR industry chain are working hard. For example, in the area of ​​HDR production, this year's Rio Olympic Games, the United States "NBC" applied the 4K HDR technology to shoot the opening ceremony of the Rio Olympic Games. In terms of content, U.S. streaming media Netflix and Amazon all claim that they will release more than 150 hours of HDR original drama before the end of 2016. At the transmission level, as in the case of 4K, HDR has a large amount of data, a high code rate, and a high requirement for transmission bandwidth. This is a problem that we must focus on in the next step.
Market has bright prospects Samsung, Sony, Skyworth HDR TV Key Performance Indicators Outperform
Regardless of the development of the HDR industry chain, the color TV industry has seen HDR as the next big thing for TV technology. HDR TV is no doubt that this year's products have been pushed by enterprises. The “HDR TV Market Research Analysis Report†released by the Consumer Electronics Survey Office of the China Electronics Chamber of Commerce shows that there are currently 11 brands, more than 40 series, more than 70 HDR TVs on sale, and HDR TVs focusing on 55-inch and 65-inch TVs. , accounting for more than 70% of the entire HDR market. It is expected that the overall sales this year will be within 1 million units, and consumption is expected to grow exponentially next year. AVC's monitoring data also showed that the market penetration of HDR TV's retail volume in the first half of 2016 reached 6.8%, and this figure is expected to climb to 8.4% throughout the year, and the market prospect is very broad.
It is reported that on the eve of the seminar, the Ministry of Industry and Information Technology's Digital TV Standard Compliance Testing Center conducted tests on HDR television products submitted by companies such as Sony, Samsung, Skyworth and Sharp. The results show that the key performance indicators of these products, such as color gamut coverage, peak brightness, brightness maintenance rate, black brightness, color coordinate deviation, and color reproduction, have reached a new index line. Among them, the Sony 4K HDR TV Z9D is equipped with the “Black Technology†of “Dynamic Backlight System - Master Edition†and “Advanced Version of the X1 Image Processing Chipâ€, and it has excellent performance in color gamut coverage, peak brightness, and other indicators. Samsung's SUHD QD TVs KS9800 and KS8800 have outstanding performance in dynamic range; Skyworth's 4-color HDR+OLED 55S9D TV has a significant advantage in black brightness; Sharp's 4K HDTV HD TV SU860A series excels in color reproduction.
According to Lu Jiebo, a well-known home appliance expert and deputy secretary-general of the China Electronic Chamber of Commerce, HDR technology is a brand new revolution for the color TV industry, bringing a qualitative leap to the picture quality and becoming a threshold for new color TV products entering the high-end market this year. . With the development of HDR technology by Chinese and foreign color TV companies, the upgrading of HDR display certification technology standards is imminent. Technical upgrades will further drive content-end expansion and follow-up on the transmission side. Widespread adoption of HDR TV will be just around the corner.