New Format Off to a Great Start, But Still Needs Marketing25 Sep, 2017 By: Stephanie Prange
In our September issue, we examine the status of 4K Ultra HD with high dynamic range (HDR), a new format that — despite being quite a mouthful — seems to be taking off.
Consumers may not understand unwieldy acronyms, but they understand better quality, especially when they see it. Still, if 4K UHD with HDR is to attract the mainstream consumer, the industry it seems will need to make a concerted effort to demonstrate its virtues. The Blu-ray Disc Association has cited data from Futuresource that shows consumers in the United States are familiar with UHD TVs (75%) but that less than half (44%) are aware of high dynamic range (HDR) TVs. That lower percentage familiar with HDR holds true internationally as well. Since HDR, most industry observers hold, is the key to a higher-quality picture, providing greater contrast and deeper, more lifelike colors, it seems further marketing is in order.
Most consumers who upgrade their TVs will adopt 4K UHD (most with HDR) by osmosis, as the newer models will feature the updated format. To get consumers to spend money on content for the new format will require marketing and demonstrations.
“With 4K Ultra HD Blu-ray, seeing is believing,” noted Eddie Cunningham, president of Universal Pictures Home Entertainment. “Educating consumers around the format’s stunning resolution, color brilliance and multi-dimensional sound is of the utmost priority across the industry.”
“Warner Bros. works very closely with our consumer electronics colleagues to incorporate 4K HDR clips and images from our 4K Ultra HD Blu-ray releases whenever possible,” said Jessica Schell, EVP and GM for Warner Bros. Home Entertainment. “This is an ideal way to ensure that the consumer understands the quality of content available to watch in 4K HDR on these new 4K HDR TVs.”
I know organizations such as the BDA and the UHD Alliance, along with the studios, are working on programs to help boost the format at retail and among consumers. As the industry embarks on the holiday season, when numerous shoppers will be out sampling the latest TVs, the home entertainment industry should take advantage of this great opportunity to showcase 4K UHD with HDR content.