LAS VEGAS — A few years ago it was 3D, then 4K, then curved screens, then quantum dot, and this year, it appears the latest TV trend is High Dynamic Range (HDR) processing.
TCL, like every company showing off TVs at CES, announced on Tuesday that its new 65-inch X1 4K TV will support HDR content. The company is partnering up with Dolby Laboratories to include Dolby Vision HDR technology in the 4K TV.
With HDR, the X1 is more than a screen of 3,840 x 2,160 pixels for viewing crispy 4K video. When looking at HDR content, you should be able to see more of everything — more accurate colors, brighter whites and darker blacks, and higher dynamic contrast. TCL says the X1, with Dolby Vision HDR, provides "brightness up to 40 times more intense than today's standard TV sets."
Colors and highlight details normally lost in the shadows are brought back for a vivid and more lifelike picture. The downside, of course, is that you need new content that's HDR-enabled.
Which brings us back to why TCL is partnering with Dolby in the first place. As the market leader in HDR technology, Dolby is well positioned to foster deals with content partners to re-release their content in HDR. Vudu, for example, is one streaming media service that is fully backing Dolby's HDR push.
"Vudu is synonymous with a premium home entertainment experience, and we are proud to offer content in 4K UHD with Dolby Vision HDR,” said Amit Balan, Head of Marketing and Merchandising at VUDU. “By collaborating with innovators like Dolby and TCL, we ensure we can continue delivering the best of home cinema to our customers."
The X1 will be available in the U.S. within the second half of the year. TCL didn't announce pricing.
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