Every superhero team has an origin story. The UHD Alliance has joined forces in an effort to battle bad video and bad video practices! To save the world through not just more pixels, but better pixels!
Actually, the UHD (Ultra High Definition) Alliance knows that a lot of people still have questions about 4K Ultra HD. Some have a lot of questions. The newly formed group, which includes Hollywood studios, consumer electronics brands, content distributors, post-production and technology companies, is looking to make the 4K process a lot less painful for the consumer. (Hey, that's you!)
To make that happen, all of these companies are coming together to set the bar for all video technologies including 4K and higher resolutions, high dynamic range, wider color gamut and immersive 3D audio.
The UHD Alliance was created by a lot of recognizable names in the consumer electronics industry, including DIRECTV, Dolby, LG Electronics Inc., Netflix, Panasonic Corporation, Samsung Electronics Co., Ltd., Sharp Corporation, Sony Visual Product Inc., Technicolor, The Walt Disney Studios, Twentieth Century Fox and Warner Bros. Entertainment.
However, the group isn't planning to get together just to talk about how awesome 4K is -- and how to sell it to the consumer. Instead, the UHD Alliance was created to help the consumer by creating a seamless, integrated and high-quality Ultra-HD ecosystem from end-to-end. That basically means that they don't want it to be too confusing and painful. Everything from devices to content; everything Ultra HD should be clearly identified so consumers can easily recognize them in the store.
The hook on UHD is that it can deliver four times the resolution of a 1080p HDTV. The UHD Alliance plans to make sure that everything from production, distribution and consumption of content to the playback capability of devices meets "identified premium quality standards" to make sure that consumers get that resolution, as well as the best viewing experience possible.
"The innovative advancements and quality improvements with TVs are evolving rapidly, as seen throughout CES," said Mike Dunn, president of Twentieth Century Fox Home Entertainment. "The UHD Alliance will benefit consumers by identifying products and content that will give the true UHD experience."
"These technologies allow us to utilize a much broader palette to tell our stories while providing viewers with true-to-life colors, superior contrast and premium picture quality," said Ron Sanders, president of Warner Bros. Home Entertainment. "Working with a wide industry consortium is the best way to deliver these experiences within premium entertainment."
In the coming months, the UHD Alliance plans to convene "to outline a technology roadmap" to make sure that consumers know that UHD isn't just another passing tech fad. Stay tuned for UHD Alliance developments and announcements.
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