Dolby Bets on Brightness to Transform TV
Dolby engineers describe the differences in a way that might be called nit-picking. The term nits is industry shorthand for a standard brightness measurement, more formally described as candelas per square meter. A 100-watt light bulb generates about 18,000 nits, Dolby executives say, while a typical TV generates only about 100 nits.
To test the effects of brighter sets, Dolby exposed groups of consumers to what the company describes as a “super-expensive, super-powerful, liquid-cooled TV,” wrote Mike Rockwell, executive vice president of Dolby’s advanced technology group, in a blog post. The test found that 90% of the viewers in the study preferred a TV that could display as much as 20,000 nits.
“This is a pretty fundamental step change from the existing world,” Vlaicu says, “Getting this concept embedded into the post-production world and the broadcast world and the devices requires a lot of details to be figured out.”
See the full story here: http://blogs.wsj.com/digits/2013/12/10/dolby-bets-on-brightness-to-transform-tv/