Whilst HDR (High Dynamic Range) has been discussed for many years, HDR content and devices are only now becoming available for consumers. HDR refers to contrast ratio which translates to how closely the colours on screen resemble real life (or whatever colour palette was intended when the programme/movie was created). This creates a dramatic improvement in picture quality – so much so, that broadcasters and industry commentators have suggested 4K alone is not enough. "Many people who have experienced both, say that HDR has a greater impact on picture quality than 4K" (BBC, 8th December, 2016).
4K HDR Ultra HD is technically superior in terms of contrast ratio, colour accuracy and pixel resolution, making it a massive leap forward for television technology. And whilst implementing the technology in devices and content promises a certain quality, in reality, interoperability between devices and compatibility issues with content often lead to problems in the marketplace. This reduces customer confidence in the technology and in turn, confidence in the associated brands.