To answer eight common questions about 8K, Samsung Newsroom reached out to Bill Mandel, President of the 8K Association and Vice President at Samsung Research America and Chris Chinnock, Executive Director of 8K Association and Owner of Insight Media. Read on to learn more about topics like the state of the 8K ecosystem, market prospects, leading industry players, 8K content production methods and what users can expect for the future of the technology.

Q: Who’s leading the creation of the 8K ecosystem?

In 2018, Samsung and a handful of other TV and panel makers planned the organization of a trade group focused on the evangelization and development of the 8K ecosystem. They approached Insight Media’s Chris Chinnock to discuss the future development of products and content. They also took concrete steps to establish the 8K Association (8KA) by developing the 8K Association Certified logo for 8K TVs and create consumer and industry-facing educational materials.

This was how the 8K Association was created in 2019, with an objective of benefitting users, content creators and technology developers alike. Since then, the 8KA has put out a variety of materials to teach people about 8K technology, including a detailed “State of the 8K Ecosystem” report, educational seminars and webinars, and a weekly news service called The 8K Monitor. The Association also has a number of committees involved in developing new 8K TV specs and testing methods, along with encoding and decoding activities, content creation, marketing and promotion and more, all created with the goal of expanding the 8K ecosystem. Moreover, the 8KA continues to work with several standards development organizations to help create 8K specifications and support the technology’s certification.

Q: What kinds of companies have joined the 8KA?

When the 8K Association was created in 2019, it featured just five member companies. Having focused its efforts on expanding the 8K ecosystem over the last three years, the Association now features 30 members in all, which include not just TV brands but also panel makers, chip makers, content creators, streaming service providers and equipment providers, among others. Global companies like Google, IMAX, and Intel are some of the leading brands that have joined the 8K Association and are helping to bring consumers the best 8K experiences across as many devices as possible. (See the 8KA’s full list of partners.)

Q: What makes 8K-enabled devices different from others?

In addition to announcing Test Specifications at IFA 2019 and CES 2020, the 8K Association has established common industry standards, including an 8K certification program, to enable consumers to enjoy consistent, high-quality 8K experiences.

The certification program is enhanced each year through the addition of specific criteria, and strict evaluations are conducted based on various requirements. The program is composed of elements that provide users with more three-dimensional, highly immersive experiences. These include video decoding and multi-channel surround sound that supports a wide variety of 8K streaming content, as well as resolution, brightness, colour and connectivity, which ensure high performance on large screens.

Q: How many 8K-enabled devices are currently on the market?

The number of 8KA Certified TV models is increasing each year. With the launch of its 2019 QLED 8K displays, Samsung became one of the first manufacturers in the industry to feature a complete lineup of 8KA Certified TVs. As of August 2021, 47 Samsung 8K TVs have received the 8KA Certified logo. Today, Samsung, Hisense and TCL have introduced more than 70 8KA Certified TVs to the market.

Q: How is 8K content typically produced and distributed?

A great deal of 8K content is captured using cinema-grade 8K HDR cameras. However, most of this content is finished in 4K or HDR resolution before being distributed to consumers.

That said, it is clear that the amount of 8K content available continues to expand. Content platforms YouTube and Vimeo also feature a great deal of short-form 8K content, which is mostly focused on nature and travel. This is quite similar to the way that 4K content was introduced to the market. The 8K Association is working to put the pieces in place to enable more 8K movies and shows to become available to consumers.

Q: Will 8K TV users be able to freely enjoy high-quality video even if native 8K content is not widely available yet?

8K devices’ AI-assisted upscaling technology allows users to overcome the issue of not having enough native 8K content. Samsung’s 8K TVs in particular are capable of improving resolution and picture quality using deep learning AI technology. The technology precisely analyzes various elements of every frame of content, including lines, details and noise levels, in order to upscale low-quality images to 8K.[1]

Q: Will we be able to game in 8K?

Major gaming consoles are expected to support 8K playback through the HDMI 2.1 interface, and 8K gaming will also be possible with 8K TVs’ upscaling technology. On the PC gaming side, high-end graphics cards from manufacturers like Nvidia and AMD may include support for 8K output, even with features like ray tracing and upscaling enabled on the GPU. Although the 8KA has not yet introduced an 8K certification program for games, it is closely monitoring this area and exploring various options.

Q: What is the outlook for 8K’s adoption and expansion?

8K’s expansion is centered around users who wish to test out and adopt the latest display technology. If this trend continues among these users who have historically led the widespread adoption and acceptance of new technologies, over time, this will lead to both reduction in cost and establishment of a larger content experience ecosystem. This was the path for HD’s adoption and 4K followed a similar route. We are seeing a similar pattern when it comes to 8K’s adoption which has been aided by the work of organizations like the 8K Association.

For more information on the 8K Association, visit https://8kassociation.com/.

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[1] 8K AI Upscaling enhances content to near-8K picture quality. Based on laboratory testing. Viewing experience may vary according to types of content and format. 8K AI Upscaling may not apply to PC connection, and certain conditions of Game Mode.

New flagship combines premium design, sophisticated picture quality, AI and an immersive sound experience

Samsung Electronics introduced today its next-generation QLED 8K line at CES 2020 in Las Vegas, offering a glimpse into the future of display technology. It combines cutting-edge innovations that make the viewing experience more immersive with new connected features and consumer lifestyles more integrated in order to deliver the ultimate home entertainment experience.

The 2020 QLED 8K lineup provides consumers with an unprecedented viewing experience and superb smart home integration. It leverages the power of enhanced AI (Artificial Intelligence) technology to improve audio, video and smart capabilities. Plus, it offers a range of smart features powered by Tizen, making it now easy for consumers to use voice commands and access new features like Tap View, Digital Butler and Samsung Health.

The ultimate expression of these different innovations is the new, flagship Q950TS QLED 8K TV which features surround sound audio, lifelike 8K resolution and a stunning, ultra-thin form factor.

“8K resolution is reshaping our industry. The demand for 75” + screens is increasing faster than any other segment in the market, and this is where 8K resolution matters the most,” Pat Bugos, Vice President of Sales and Marketing, Home Entertainment, Samsung Electronics Canada. “Our 2020 8K lineup showcases the potential for 8K to transform the way we experience TV. Its innovative smart features empower consumers to immerse themselves in their passions more seamlessly than ever before.”

Reinventing TV Design

The Q950 practically eliminates the bezel around the display to create a screen-to-body ratio of nearly 99 percent, the largest in the market. When watching from about ten or fifteen feet away, consumers experience a stunning Infinity Screen effect where the bezels seem to disappear. The result is an even more immersive viewing experience that eliminates the boundaries between the TV and its surroundings.

In addition, the Q950 is only 15 millimeters thin across the entire display. In combination with a completely flat back panel, the Q950 can lay flush against the wall or create a striking silhouette when placed on a media stand.

Redefining Picture Quality

The 2020 QLED 8K lineup reflects Samsung’s commitment to leading the industry in the implementation, adoption, and playback of 8K resolution. Every model in the lineup will meet the requirements of the 8K Association’s Certified Test Specifications as well as the CTA 8K Ultra HD Display Definition.^[1][2]

At the same time, the QLED 8K lineup is among the first in the industry to support the playback of native 8K content. In 2020, consumers will be able to enjoy and stream AV1 codec videos filmed in 8K on QLED 8K TVs. All Samsung TVs in the 2020 8K line will have this capability built-in.

And, Samsung is working with partners like YouTube to create pathways for streaming native 8K content.

In addition to building out the 8K ecosystem across the industry, the QLED 8K lineup helps consumers to experience the power of 8K resolution even when they are watching lower resolution content. Based on powerful Samsung semiconductor technology, the Q950’s next-generation Quantum Processor 8K features improved AI upscaling capabilities that use neural network deep learning to analyze and identify the characteristics of individual pixels. It then restores different elements of the image to create a pristine near-8K picture, regardless of the content source.^[3]

The Q950 also leverages the power of AI to ensure that nothing distracts viewers from their content. While traditional TV sensors can only adjust screen brightness based on the ambient light within the room, Adaptive Picture accounts for the distribution of light within the particular scene, ensuring that the TV can maintain a clear picture in both bright or dark rooms while still maintaining contrast.

Another common issue for consumers streaming content is the speed of their internet connection. AI ScaleNet ensures a smooth streaming connection by optimizing the available network bandwidth. It compresses content as it leaves the content provider and then restores it after it reaches the TV to effectively cut in half the bandwidth needed for consumers to stream content. Samsung Electronics is continuing to work with Amazon on this feature, utilizing AI ScaleNet from standard definition to 4K in Prime Video.

Reinvigorating Sound Performance

Since audio is as important as video when it comes to an immersive streaming experience, the Q950 delivers incredible TV audio. It features speakers on every side of the display, as well as sub-woofers in the back. When combined with Object Tracking Sound+, which uses AI-based software to match the movement of audio sound with the movement of objects on the screen, the Q950 can deliver crisp and clear 5.1 channel surround-sound.

The Q950 can also adjust the volume of dialogue in response to common sounds like a blender or vacuum cleaner. Active Voice Amplifier (AVA) helps to limit distracting sounds while watching TV by detecting these noises and automatically enhancing voice clarity for consumers.

Finally, the Q950 is uniquely capable of using its built-in speakers as an additional audio channel when connected to a 2020 Q Series soundbar like the Q800, a 2020 CES Best of Innovation honoree. Q-Symphony pairs the audio from both devices together to create a dynamic and multi-dimensional soundscape.

Reinventing the Viewing Experience

Consumers today have access to—and are consuming—more streaming content than ever before. That’s why the 2020 QLED 8K TV line offers unique features that help consumers to better enjoy their content and interact with their different devices.

In 2020, Bixby, the Samsung’s AI assistant, is getting even smarter. Consumers can use their TV to change the mood of a room. For example, if they tell Bixby to create a calm atmosphere, the TV will then display a relaxing backdrop on the screen. In addition, Samsung will offer multiple voice assistant options in order to provide consumers a choice by integrating Amazon Alexa and the Google Assistant into Samsung’s 2020 QLED 8K line. Now, users will enjoy easier access to the content they love with expanded smart home and TV control capabilities.

Reimagining Connected Living

The 2020 QLED 8K lineup accounts for the evolving ways in which consumers use screens today through innovative new features that integrate into modern lifestyles.

In addition, more consumers are using their mobile devices while watching content on their TVs, even though it can be difficult to see everything happening on both devices. Multi-View ensures that these consumers won’t miss a thing on either screen by projecting the screen of the consumer’s mobile device onto the TV alongside a separate window for their TV content. With 14 different layouts, users can customize their viewing experience from side-by-side viewing to picture-in-picture viewing together with several other options.

To create an even more streamlined experience for consumers, the Q950 also offers novel ways of mirroring your mobile device and controlling your home devices. Tap View empowers consumers to mirror their phone screens to the TV just by touching the two devices together. And with Digital Butler, consumer can now control more devices by using infrared technology to detect and control non-IoT devices within the home.

^[1] The 8K Association (8KA) is a cross-industry group focused on facilitating the growth of the 8K ecosystem The 8KA created performance criteria in concert with the association’s membership for 8K televisions. The 8KA currently has 16 members and expanding. Member companies like Samsung Electronics are able to promote 8K certified TVs after they are validated by the 8KA.

^[2] The Consumer Technology Association (CTA) is the trade association representing the consumer technology industry. The CTA currently has over 2000 members and expanding. Member companies like Samsung Electronics are able to promote product standards once certified by CTA.

^[3] 8K AI Upscaling enhances content to near-8K picture quality. Based on laboratory testing. Viewing experience may vary according to types of content and format. 8K AI Upscaling may not apply to PC connection, and certain conditions of Game Mode.