By Phil Lelyveld
Toward the beginning of SMPTE’s 4K/UHD TV – Will it be a hit with consumers? Panel, Samsung’s Dan Schinasi stated that Samsung learned the lesson from their 3D experience of creating limited-access content offers and is working on building out the 4K ecosystem. He noted that the ITU’s David Wood has been researching ‘what is immersion’ and how does it impact the viewing experience. ‘You get a wider field of view without seeing the pixel structure.’ ‘You watch it longer.’ ‘You are more engaged.’ ‘And people migrate to the better quality.’
NPD DisplaySearch’s Paul Gagnon said that adoption will depend on convincing people that the content is coming. Not accomplishing that was part of the significant but still disappointing market adoption of 3D TVs. TV replacement cycles are currently in the 7-8 year range. The average set being replaced worldwide is 32-37”. Consumers usually upgrade to a 10” larger screen, and 4K sets in the upper 40” range are not readily available Beyond the US and China, where large screens are popular, screen sizes top out at 55” in many parts of the world. Plus people approach replacement with a budget in mind, so price point will matter.
Steve Venuti of the HDMI Licensing organization said that consumers want resolution. He doesn’t see color bit depth and other elements that HDMI 2.0 enables being important to consumers. Sony’s Jamie Marsh concurred that better picture quality is what people want.
The very high frame rate models (240 hz) of HDTV have not grown as much as we expected them to, added Paul Gagnon. The higher cost may be the major factor, but he noted that many consumers take an ‘is it good enough’ position.
The full panel discussed the fact that upconversion will be extremely important in both viewing experience and UHDTV marketing for the foreseeable future. There is a huge difference between the quality top-tier upconversion solutions and the lower priced solutions coming out of China. DisplaySearch’s data shows that consumers in China don’t care about that quality. Most of the sales in the US are from the higher quality vendors. The industry learned from 3D that the quality of the conversion matters. With 3D, consumers had the choice to turn 3D conversion on or not. With 4K, every HDTV signal fed to the set is displayed as upconverted.
Samsung currently shows native 4K content in their in-store demos, but those demos are also equipped with upconversion demo material.
Pointing out the title of the panel session, Paul Gagnon noted that simply calling it 4K/UHD TV adds to consumer confusion. Common terminology and common ground on what we are talking about is needed or else this simple marketing issue can become a barrier to adoption. CEA has come up with definitions in the US, but Europe and Asia don’t comply with them. DisplaySearch is having an internal discussion, because they want to use the terms that their clients use.
Sony’s Jamie Marsh reminded the audience that consumers are already starting to have 4K or greater resolution experiences with their cameras. They will want to see their captured high resolution images displayed properly.
Paul Gagnon, NPD DisplaySearch
Jamie Marsh, Sr Product Mktg Mgr, Sony Electronics
Dan Schinasi, Samsung Electronics America, UHD TV Product Planning, also International 3D Society
Steve Venuti, HDMI Licensing
The quest for better-(not-just-more)-pixels is a big theme at this year’s IBC conference – primarily for television but with major implications for film and cinema too. For anyone thinking of buying a 4K/UHD TV, this is the session that tells you to wait until more than just the resolution of the big television sets improves.
My brief Feb. 28, 2017 VRDC/GDC story on presentations around VR experience design is here.
My "State of AR" in entertainment deck, delivered to the DEW (Digital Entertainment World) Conference on February 1, 2017 is here (with frames substituted for video clips)
My CES 2017 coverage for the ETC@USC included a sampling of the next wave of VR and AR products, an interview with the head of USA Today Network's emerging technology production group, outlier technologies of interest, and descriptions of some drone tech in the CES AR/VR Pitch Competition.
On November 11, 2016, the Entertainment Technology Center at USC brought together 89 people working on Augmented Reality from 56 companies and organizations to share ideas and build community. Here is the AR Salon summary report.
My November 30, 2016 keynote presentation to the IP Conf. in Guangzhou, China, along with a slide-by-slide script prepared for the translator is here.
My Sept. 30, 2016 opening keynote at the Audio for Augmented and Virtual Reality Conference by the Audio Engineering Society, at Los Angeles Convention Center, is here - minus the videos.
Update: here is the link to the video of my Singularity University Global Summit presentation.
Singularity University's first Global Summit asked me to give the keynote talk on VR and pull together a presentation session. My Aug. 30, 2016 keynote presentation is here.
I gathered useful articles on the nuts and bolts of VR content creation and distributed it on August 1, 2016
"Hollywood's journey into VR" is the title of a collection of customized, regularly-updated talks I've given in China and Canada in June, 2016. The Toronto version is here. While in China I gave a TV interview here.
June 8, 2016 Airline Passenger Entertainment Assoc.'s APEX Tech Conference presentation that I gave on VR as a passenger experience is here.
May 25, 2016 SMPTE Hollywood chapter presentation of VR basics and resources for learning more, given at the TV Academy's Linwood Dunn Theater, is here.
The April 20, 2016 "The Current State of VR" presentation that kicked off the VR Summit at NAB is here.
On Nov. 17, 2015 I produced a half-day workshop on The Business of Virtual Reality. 104 executives with direct hands-on responsibility for VR bus dev from 72 organizations - from startups to the major Studios - participated. The report from that event is here.
Here is the presentation I gave to the USC Entertainment Technology Center membership at the 12/11/15 All Members Meeting on things to think about and look for at CES related to VR and AR. It starts off with UHD TV data generously supplied by Benjamin Arnold of the NPD Group.
My Nov. 1, 2015 NAB Futures presentation, An Overview and Update of VR, is here.
The video of my 10/20/15 Digital Hollywood dinner panel - The Interface: An Object of Beauty: The Doorway to Everything - with Philip Rosedale, John Underkoffler, Richard Marks, and Jack McCauley is here. Don Levy wrote a nice story about it here.
The FCC (Federal Communications Commission) asked me to give their Technology Committee an overview of VR, AR, and its potential impact on policy. The deck I presented during my 1 1/2 hour webinar on Sept. 25, 2015 is here.
Virtual Reality Primer, with an Emphasis on Camera-Captured VR report is here. A modified version of this article will appear in the September 2015 Progress Report of the SMPTE Motion Imaging Journal.
Digital Hollywood Spring 2015 Virtual Reality (VR) track highlights story here.
NAB 2015 Virtual Reality interview, with me, Ted Schilowitz (Fox), and Andrew Shulkind (DP) is here.
My article; Virtual and Augmented Reality at CES 2015 - a Recap is here.
The December, 2014 Student Panel video is here.
I was chosen for the 2014 SocalTECH 50! "The socalTECH 50 is aimed at identifying and highlighting the top 50 people in the technology industry, who are most likely to create the next big thing, produce the next big exit or to influence the industry in a significant way."
June 24, 2014 I produced an educational program on Ultra High Definition (4K) TV for the entire TV Academy membership. A video of the event is posted on the TV Academy's website as part of their continuing education initiative. Here is my Intro and Market Overview deck; 140624 ATAS UHD slides . Here are the speaker bios; 140624 ATAS UHD Bios. The 2 hour video of the event is on the TV Academy website here: http://www.emmys.com/video/ultra-high-def-revolution-technology-primer
March 6, 2014 ETC Megasession student panel highlights
February 20, 2014 article; Digital Entertainment World (DEW) Conference, an Overview Report
November 12, 2013 article; Executives Discuss Second Screens at BroadbandTVCon
October 23, 2013 article; Report from the SMPTE 4K/UHDTV Symposium - 4K/UHD TV – Will it be a hit with consumers?
August 22, 2013 article from a series written about Los Angeles next gen media companies for the USC ETC; Zefr helps content creators reach their hidden audience
October 5, 2012 article about the Digital Out-of-home Entertainment (DOE) industry annual DNA conference
July 20, 2012 Hyper-Personalized Entertainment Offers initial pitch deck. The goal of the project is to offer appropriate, relevant content to an individual at the ‘monetizable moment’ when it is useful to them.
June 7, 2012 The Current State of the Consumer 3D Experience whitepaper closes out the 3 years that I have ridden the Hype Curve of stereoscopic 3D, and touches on 3D audio and 3D printers.
May 10, 2012 3D update presentation to UCLA 'The Business of Entertainment' class. The presentation addresses 3D viewing, the use of 3D in other industries, 3D audio, and 3D printing.
May 7, 2012 KLOS Mark and Brian, 9 AM Hour: 3D Technology, an on-air interview covering many aspects of 3D and movies (KLOS removed the Mark and Brian website when they left the station)
October 1, 2011 3D update deck
September 19, 2011 press event at the Consumer 3D Experience Lab (Video)
July 20, 2011 presentation to the Mayor and Development Agency of Manchester England; Overview of the USC Entertainment Technology Center and 3D Entertainment.
Presentation prepared for June 1, 2011 Vision Performance Institute Research Conference, Pacific University, Oregon; The Current State of the Art, Technology, and Business of 3D Entertainment.
Pecha Kucha (10 slides, 20 seconds per slide) presentation for the April 22, 2011 ImmersiveTech panel; Key stereo 3D issues to keep in mind
Presentation prepared for January 16, 2011 lecture at the Seoul International 3D Fair; Art, Technology, Business, and Health Aspects of 3D
Article prepared December, 2010, Overview of the 3D device landscape: preparation for CES 2011
The video of a March, 2010 "Overview of 3D" lecture I gave at Woodbury Univ. is posted here.