The UK’s Digital Television Group (DTG) has highlighted the risks of over-promising on the 4K experience after the Advertising Standards Authority told DSG Retail not to re-run a Christmas ad implying that 4K TVs would show greater detail without supporting evidence, and to ensure they “clearly communicated the standard of quality that would be achieved”.
DTG CEO Richard Lindsay-Davies said that Ultra HD represented an enormous opportunity for the TV industry to take the viewing experience to a level even greater than the leap from standard-def to HD, but warned that exaggerating the offering at an early stage could damage consumer confidence before the true benefits come to fruition. “The DTG’s UHD Forum is working with broadcasters and TV manufacturers to establish next-generation TV standards for 4K and beyond, collaborating with international bodies, and we are providing advice to retailers to ensure that they can provide consumers with accurate information, satisfying the early adopters who will be the bedrock of future market growth,” he confirmed
As the UK’s digital entertainment technology collaboration centre, the DTG is currently conducting briefings for the retail industry on the current state of the broadcast entertainment market and future developments. These include not only Ultra HD but also over-the-top and streaming content, smart TV, Freeview Play and VR.
The UK UHD Forum has brought together broadcasters, TV platforms, TV manufacturers and other stakeholders since 2013 as part of the DTG. It is currently involved in a series of 4K Plugfests to determine the performance and interoperability of 4k TVs and home cinema equipment with 4K set-top boxes under development for UK services.