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July 2017

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Page 31 of 43 30 POST JULY 2017 istening to conference presenta- tions about display technologies, one can hear people talk about "perouskite structure," "calciumtitanium oxide" and "green pero-polymer film." We hear today that a great amount of competing investment in chemistry and optics has been taking place worldwide to improve the brightness, color accu- racy and power efficiency of displays. This is whether technologies are to be used to create presentational devices for the viewing of traditional visual content, or to be used to create flexible wallet phones or mobile visual aides for wrist watch viewing. Additional purposes today include decorative and expressive mood lighting or digital murals. THE CONSUMER DISPLAY MARKET The research and the product develop- ments in these areas are creating some immediate affects on the consumer dis- play market. 18M QLED TVs are project- ed to be sold in 2018, and LCD display quantities are starting to decline. QLED is a trademark owned by Samsung, defined as Quantum Dot Light Emitting Diode. It may be little known, but the Q, or QD quantum dot technology, can be combined with LED or OLED technology. Hybrid combinations of technologies using quantum dots can be fabricated. But it's the quantum dot technology that seems to have captivated consumer marketing attention lately, to be able to promise additional brightness and color volume improvements over advanced and lower cost LED technologies, al- though initially at a higher price. We're told that OLED technology has also improved and still provides signifi- cant power benefits to be able to main- tain similar, or better high contrast levels, such as for high dynamic range viewing (HDR). But high brightness, high contrast LEDs capable of a light output volume of up to 2000 nits of brightness and suitable for high dynamic range viewing without average picture level compen- sation, are soon to be emerging. Several 31-inch professional prototype concepts appeared at NAB 2017, including one version said to be nearly complete for release as a purchasable product. THE CREATIVE COMMUNITY What the turmoil in contrast and bright- ness and color capability is doing to the creative community is interesting. On the one hand, the Academy of Motion Picture Arts and Sciences undertook a strategy quite some time ago, through ACES, to initiate the capture and reten- tion of as much image data as possible, so that it could preserve room for artis- tic manipulation. The artistic intent can be as a display-referred condition from an overall digital master of the content, to allow for expression, if permitted, based on technological display capabili- ties or limitations. For digital cinema, changes to ac- commodate high dynamic range are still coming. For movie titles released for streaming and Blu-ray, contrast is baked into multiple color grades to at least two of the three currently standardized high dynamic range curves, HDR10 (PQ), HLG, or DolbyVision, whereas in the theater, a standardized 2.6 gamma curve is still considered the norm. We are also told that "HDR has al- ready become a must-have feature for a premium TV set priced over $1,000 (from Robert J O'Brian, Display Supply Chain Consultants, June 27, 2017.) The SHAKESPEARE'S 'SPEAK THE SPEECH' ADVICE FOR HIGH DYNAMIC RANGE AS MUCH A VISION FROM THE PAST AS IT IS FOR THE FUTURE 4K HDR L High brightness/contrast LED's are emerging. AND SPECIAL REPORT: BY CHRIS BONE CTO VTP BURBANK, CA MYVTP.COM

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