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IBC 2016: Media Industry Must Adopt Effective Ultra HD and HDR Messaging Strategies

by David Mercer | 9月 08, 2016

IBC is a B2B show but its attention should be focused, now more than ever, on TV viewers. Having done much of the hard work establishing next generation Ultra HD TV standards the industry should now concentrate on explaining the benefits of those technologies to the people who will ultimately pay for them, or not.
Our latest survey of 6000 US and European consumers points towards considerable levels of ignorance and misunderstanding about Ultra HD TV. Even though very few Ultra HD services have launched, 15% of respondents believe they have access to such services from their TV provider, and 8% claim to have watched Ultra HD programmes. The majority were honest enough to admit that they didn’t know if Ultra HD was available, which could be seen as a positive sign, but nevertheless these are disturbing findings when the industry is hoping to persuade people to upgrade TVs and spend more on pay TV services as Ultra HD is rolled out over the next few years.
High Dynamic Range (HDR) makes an impressive impact when done correctly but consumers face a huge challenge understanding the complexities of HDR-capable TVs and whether the content they are watching is being viewed as the artist intended. More than 100 million homes worldwide will have acquired an HDR-enabled TV by 2020 but confusion over standards and display settings could reduce the value of both hardware and content investments, for industry as well as consumers. Getting the message right should be at the top of the to-do list at IBC 2016. David Mercer
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