TCL ‘Ready to Support’ HDR10+ if Content Providers. Distributors ‘Get on Board’
TCL, which announced Dolby Vision high-dynamic-range support in its TV products at CES two years ago (see 1601060012), is weighing adoption of the HDR10+ platform as well, if content gets deployed in the new dynamic-metadata-based format, a senior executive told us. With TCL’s rapid climb recently in U.S. TV market share, according to key industry analysts, landing the brand’s support would be a huge coup for the HDR10+ format, which Fox, Panasonic and Samsung plan to begin licensing on an “open,” royalty-free basis next month (see 1708280018).
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As America’s fastest-growing TV brand, TCL believes "that HDR is the most valuable picture performance benefit for our customers,” said Aaron Dew, director-product development at TCL North America, in a statement. TCL TVs in North America “support both currently available HDR formats in this market -- Dolby Vision and generic HDR10,” said Dew. “That support for both of the HDR formats deployed here has played a big part in the success of TCL’s P-Series TV line.”
The "planned introduction" of the HDR10+ format “is an important development that demonstrates the value for consumers of using dynamic HDR metadata, which has been one of the clear benefits of Dolby Vision compared with generic HDR10,” said Dew. “TCL continues to work with our partners to monitor planned content deployments in the HDR10+ format and are ready to support if content providers and distributors get on board.” Spokeswoman Rachelle Parks said the company “can’t comment on licensing agreements” or negotiations. TCL plans a 1 p.m. Las Vegas news conference on Jan. 8, the second of two CES media days.
Roku recently credited its partnership with TCL as a big factor in TCL’s meteoric rise in TV unit share in the U.S. (see 1711090001). TCL placed fourth among the top five TV unit brands in the U.S. through the first nine months of 2017, behind Samsung, Vizio and LG, said Stephen Baker, NPD vice president-industry analysis. Revenue-wise, TCL was in fifth place behind Samsung, Vizio, LG and Sony, said Baker. TCL placed seventh in units and eighth in revenue for the first nine months of 2016, he said.
IHS Markit agrees TCL “has definitely risen significantly in share this year,” said Paul Gagnon, executive director-research and analysis. IHS ranked TCL No. 4 in North American unit share during Q2 and Q3 and No. 3 in Q1, said Gagnon: “Roku is certainly an integral part of their success, but I think they have also been aggressive in taking shelf share from other brands at a range of retailers, including Best Buy this year.”
The three-company HDR10+ consortium plans a news release before the opening of CES that will contain “more details” about the format’s licensing program, said Fox Home Entertainment spokesman Chris Bess. HDR10+ “will be incorporated in TBA press events at CES as well,” said Bess. As announced at IFA, Panasonic “is studying the details towards CES with the related companies,” said Panasonic’s Osaka press office in a statement, referring to Fox and Samsung. “We’re not in a position to comment further.” Samsung representatives didn’t comment.