How do consumers choose a TV when there are so many sizes and options available? Since TV makers must compete for the attention of customers within retail stores, they usually adjust default settings to display vivid colors. TV makers also apply color-tuning settings that reflect their brand image.
“In 2010, in fall, at sunset, we came to the Blue Mosque in Istanbul. The sky was slightly dark. The evening sky was decorated with projection lamps. It’s so magnificent. When we saw a flock of birds flying around the domes of buildings, my friends and I took out our camera to capture the beautiful scene of the moment. However, no matter how we adjusted the camera or took pictures from different perspectives, the picture always seemed unnatural and was unable to simulate the image that human eyes perceived” (Fig. 1).
The above description is a travel review written by Rick Li, Senior Technical Manager of Allion Labs, Inc. We believe that our readers have experienced similar situations. In addition to photos, there are also big differences between the images on TV and real life. For example, in low lighting conditions, the screen is too dark, while in bright lighting, it is too white. Why does this difference occur?
As a next-generation digital video technology, Ultra-High-Definition (UHD) is gradually supplanting HD video across the consumer electronics (CE) landscape. In our homes, at work, and on the go, UHD is now available in a wide range of products, including televisions, computer monitors, video cameras, and mobile devices. Content producers, video service providers, hardware manufacturers, and retailers are all promoting the transition to UHD. For content producers and service providers, UHD presents an opportunity to bring cinematic quality experiences to smaller screens. For hardware manufacturers and retailers, UHD can attract new customers and thereby accelerate sales. A leading expert noted that, “There is considerable industry interest in the potential for (UHD) to speed up the next replacement cycle among CE shoppers”. Now that UHD products have passed the early-adopter stage and reached mass-market price points, UHD products are primed for rapid growth in 2016 and beyond.
 Parks Associates Whitepaper. “4K | A New Era in Video Content”