Samsung and Amazon Video Deliver Next Generation HDR Video Experience With Updated Open Standard HDR10+

  Samsung and Amazon Video Deliver Next Generation HDR Video Experience With
  Updated Open Standard HDR10+

HDR10+ delivers an optimized, high-quality HDR experience to consumers; Amazon
    Video is the first streaming video service that will implement HDR10+
  technology to deliver a new source of high-quality digital video to Prime
                       Video customers around the globe

Business Wire

LAS VEGAS -- April 19, 2017

Samsung Electronics Co., Ltd. and Amazon Video today announced the
introduction of HDR10+, an updated open standard that leverages dynamic
metadata to produce enhanced contrast and colors on an expanded range of

HDR10+ elevates the HDR10 open standard with the addition of Dynamic Tone
Mapping. The current HDR10 standard utilizes static metadata that does not
change during playback despite scene specific brightness levels. As a result,
image quality may not be optimal in some scenes. For example, when a movie’s
overall color scheme is very bright but has a few scenes filmed in relatively
dim lighting, those scenes will appear significantly darker than what was
originally envisioned by the director.

HDR10+ incorporates dynamic metadata that allows a high dynamic range (HDR) TV
to adjust brightness levels on a scene-by-scene or even frame-by-frame basis.
With the ability to display outstanding contrast with detailed highlights and
a richer range of colors, HDR10+ produces images that are much closer to the
director’s intent.

All of Samsung’s 2017 UHD TVs, including its premium QLED TV lineup, support
HDR10+. In the second half of this year, Samsung’s 2016 UHD TVs will gain
HDR10+ support through a firmware update.

“As an advanced HDR10 technology, HDR10+ offers an unparalleled HDR viewing
experience — vivid picture, better contrast and accurate colors — that brings
HDR video to life,” said Kyoungwon Lim, Vice President of Visual Display
Division at Samsung Electronics. “We’re excited to work with world-class
industry partners, including Amazon Video, to bring more amazing HDR content
directly to our 2017 UHD TVs, including our QLED TV lineup.”

“Together with Samsung, we are excited to offer customers an enhanced viewing
experience on a broad range of devices,” said Greg Hart, Vice President of
Amazon Video, worldwide. “At Amazon, we are constantly innovating on behalf of
customers and are thrilled to be the first streaming service provider to work
with Samsung to make HDR10+ available on Prime Video globally later this

The launch of the HDR10+ content continues Samsung’s and Amazon Video’s
leadership in the HDR space. With the move to HDR 10+, Amazon Video is the
first streaming service provider to begin development of the standard for its
audiences. In May 2015, Samsung and Amazon Video brought HDR to the market
using the HDR10 open standard, the first in the field. This bold and
innovative advancement laid the groundwork for several HDR launches. From
Hollywood film studios to global TV manufacturers, HDR10 is the most broadly
used HDR standard today.

Samsung has also partnered with other industry leaders to deliver the best
HDR10+ content viewing experience by establishing an HDR10+ ecosystem.
Previously, Samsung collaborated with Colorfront to improve HDR10+ workflows
for creative post-production mastering by using Colorfront’s Transkoder.
Samsung also partnered with MulticoreWare to complete the integration of
HDR10+ support in the x265 High Efficiency Video Coding (HEVC), which is
available for free under an open source license, and is used by many popular
commercial encoding system providers including Telestream, Haivision, and
Rohde and Schwarz.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. inspires the world and shapes the future with
transformative ideas and technologies. The company is redefining the worlds of
TVs, smartphones, wearable devices, tablets, digital appliances, network
systems, and memory, system LSI and LED solutions. For the latest news, please
visit the Samsung Newsroom at

About Amazon Video

Amazon Video is a premium on-demand entertainment service that offers
customers the greatest choice in what to watch, and how to watch it. Prime
Video offers thousands of movies and TV shows, including popular licensed
content plus critically-acclaimed and award-winning Amazon Original Series and
Movies from Amazon Studios like Transparent, The Man in the High Castle, Love
& Friendship and kids series Tumble Leaf, available for unlimited streaming as
part of an Amazon Prime membership. Prime Video is also now available to
customers in more than 200 countries and territories around the globe at

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Allison + Partners for Samsung Electronics Co., Ltd.
Annie Kanter, 513-378-5835
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