News Stories

4K Plus Project

The Consumer Electronics industry is heavily marketing higher resolution displays to consumers for their next large-screen home TV purchase. Often called Ultra High Definition TV, UHD TV, or 4K TV, these displays have four times the resolution of HDTVs.

Producing content at this higher resolution will require changes throughout the content production workflow. Before those changes are made, the ETC’s content-industry member companies would like data on consumer response to the higher resolution image, as well as consumer response to other technical variables. The ETC is the ideal forum for conducting this study because it is a neutral, unaligned organization.

The objective of the ‘4K Plus’ project is to determine, using technically- and statistically-rigorous methodologies, which technical parameters of next generation audio/visual experiences consumers value. We plan to use USC students and faculty, as well as other volunteers, for A/B tests of various resolutions, white-to-black dynamic ranges, color gamut, and frame rates. Future studies may also include bit depth, vertical audio, and other technical elements of the audio/visual experience.

YOUTUBE CHANNELS

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Watch the vNAB videos below

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MISSION

  • To advance technology and innovation within the entertainment industry
  • To provide a neutral setting for the entertainment industry, technology and electronics companies and to identify and discuss pressing issues
  • To understand the impact of technology on the consumer experience and the creative process
  • To connect and leverage the University of Southern California’s extensive research facilities, faculty and student body with companies
  • To provide insight about emerging consumer habits
  • To convene industry peer groups and partners to share knowledge and experience
  • To create an environment for testing and evaluation of proposed technology solutions
  • To help identify new business models for the entertainment industry
  • To improve the consumer experience and advance the art of entertainment as the 21st century unfolds

ETC Events

ETC Executive Board Meeting
*Board Members Only*
December 7, 2017

ETC All Members Meeting – By Invitation Only
Paramount Pictures
December 14, 2017

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