Research published by Samsung, in partnership with Mindlab International, reveals that watching television content on an UHD TV is 38 percent more immersive than watching on Full HD.

The neuropsychological study – ‘Screen Sensation: The Ultra HD Effect’ – examined the physiological affects of watching UHD TV versus Full HD TV, in order to highlight the technological advancements of the Samsung SUHD TV range. Full HD (also known as 1080p), has over five times as much picture information as standard definition TV, and Ultra high definition (UHD) televisions are capable of displaying pictures with four times the detail of Full HD. The participants, aged 18-65, had electrodes attached to their scalps and were monitored via electroencephalography (EEG), electrodermal activity (EDA) and heart rate. The subjects watched footage from leading content streaming service Netflix and a European high profile football match, all in UHD and HD. To ensure impartiality, the brand of TV was concealed during the study.

[Samsung compares the body’s physiological response to watching Netflix (Chef’s Table) on a Samsung SUHD television, in comparison to Full High Definition TV.]

The results proved overwhelmingly that UHD TV was more ‘immersive’ than Full HD TV due to a combination of increased approach motivation (a measure associated with being attracted towards something), visual processing and beta power (a measure associated with active thinking or concentration). Immersion is highly increased during experiences like riding a roller coaster, buying a new product or going out on a good date. The fact that watching Samsung SUHD TV increases immersion suggests that it offers a more positive and rich viewer engagement than watching content on a Full HD screen.

The results will also please armchair football commentators, who will be able to feel more like a referee on the pitch, never missing an offside position again. Participants experienced 62 percent higher levels of visual processing when watching football on UHD TV, meaning that the brain is using more of its capacity to process visual information. In turn this mental function delivers a more detailed and richer representation of what’s really happening on the pitch.

During the study, subjects felt 25 percent more ‘in the moment’ when watching something for the first time on the Samsung SUHD TV. Subjects felt more ready to react to what was on the screen, more focused, attentive and concentrated – perfect for action film fans, who want their viewing experience heightened.

[Subjects watch Netflix (Sense8 and Chef’s Table) while being tested by Mindlab International for Samsung’s ‘Screen Sensation: The Ultra HD Effect’ study to examine the body’s physiological response to watching TV in Ultra HD, compared to Full HD.]

Neuropsychologist Dr. David Lewis, Chairman of Mindlab International says: “Ultra High Definition TV is a quantum leap in terms of viewing experience – this has been proved by the research we carried out for Samsung. It’s incredible how advancements in technology can create these significant physiological responses and is changing the way we experience content and entertainment.”

Other findings include:

• Participants were significantly more drawn towards content on UHD screens compared to Full HD screens (20 percent difference) – creating a positive emotional reaction
• When watching clips for the second or third time, people watching on UHD screens were more drawn to them than those watching them on HD screens (29 percent difference)

Michael Zoeller, Vice President, European Head of Visual Display at Samsung said: “From global sporting events, to highly anticipated TV series, to blockbuster films, people want to experience the huge variety of premium TV content available on bigger, brighter, crystal clear screens. Samsung is at the very forefront of evolving TV technology, offering the most breath-taking viewing experience possible, in the comfort of people’s homes. This research underlines the power of watching premium quality content on a technologically advanced television, like a Samsung SUHD TV.”

Neil Hunt, Chief Product Officer at Netflix said: “Ultra High Definition is challenging people’s expectations on the quality of television and our own programming is reflecting the leaps forward in picture quality, depth, detail and colour. The reality of TV is becoming sharper, making entertainment more immersive and enjoyable.”

Samsung’s revolutionary Curved SUHD TVs offer the finest UHD picture quality, depth and detail a UHD screen can offer. Ground breaking Nano Crystal Technology creates outstandingly precise, rich colours and brightness, and flat images come to life making entertainment more immersive and enjoyable.

There is no doubt that the Galaxy S6 and S6 edge first appeal to customers with their attractive exterior. But, unlike the beautiful and eye-catching appearance, Samsung’s own Adaptive Display technology has been developed for more convenient and advanced usage.

When it is sunny outside, it is hard to see the screen clearly. On the other hand, looking at a bright display in a dark place causes eye fatigue. In such cases, Adaptive Display can be a solution.

Adaptive Display allows users to see the screen at an optimal brightness and color temperature in any circumstances, and maximize the viewing experience. The brightness can increase up to 10% higher than the previous models or decrease to the lowest level to save users from eye damage and fatigue. Moreover, the Adaptive Display technology is providing the best viewing experience, depending on what type of apps are being enjoyed. It analyzes the environment and content, and then automatically provides a customized display for video, camera, web browsing or e-book applications.

The Clear Colors of the Super AMOLED Screen for Everyone

Another key feature is its enhanced accessibility for those who have difficulties in distinguishing certain colors. Statistics show that about 6% of the global population deals with this issue, so Samsung came up with a new technology that enables them to perceive color differences just as others do.

The key enabling factor of this technology was a Super AMOLED that can control each pixel separately. Unlike a TFT LCD, each RGB pixel emits light and operates by itself. Based on this feature, our team designed the new technology so that people having this type of difficulty can adjust the color to an optimal level.

Lower Battery Consumption, Yet Higher Performance

The display consumes a large part of a smartphone’s battery. So, we can use smartphones longer if we achieve higher energy efficiency in the display. The Display Lab worked closely with relevant teams in Samsung Display to promote the efficiency of organic material, and improve the circuit design so that each pixel can emit light with less energy. Ultimately, 20% better power efficiency was achieved.

Lower power consumption, however, did not compromise image quality. The Quad HD Super AMOLED of the Galaxy S6 has 577 pixels per inch (ppi) and presents very detailed and crystal clear images. Reading and watching content on this panel gives viewers an incomparable experience.

A Meaningful Challenge, Galaxy S6 edge

What is the most attractive part of the Galaxy S6 edge? Answers can be varied, however, most would pick out the dual edge display over other features. The flexible display, curved on both sides, boasts not only external beauty but also creates a unique three-dimensional effect. Without fail, users are immersed in vivid color and clear picture.

This gorgeous dual edge display would not have seen the light of day were it not for years of effort. So how did this unparalleled invention come into being?

We, in fact, already unveiled a flexible display panel mounted on Galaxy smartphones several years ago, and when we released the Galaxy Note edge, this unseen curved design generated a sensation. However, curving both sides was a challenge on a whole new level, even for Samsung. In particular, putting the curved tempered glass on the flexible display at even pressure required highly-detailed manufacturing skills. Bonding the curved glass to the display body demands highly advanced techniques, but it was even more challenging for the Galaxy S6 edge as the glass is curved on both sides.

We knew how difficult this job would be, and how many roadblocks were out there. The early scepticism concerning the feasibility, and the repeated trials and errors finally allowed us to determine the optimal bonding procedure. All the related divisions made it a priority and were fully committed to this project. The matchless Galaxy S6 edge’s appearance was created thanks to such an immense amount of effort.

We have done everything we could do to provide a display that attracts customers and makes them want to have one. So far, this has been a story of developing top-notch technologies and techniques for the display panel mounted on the Galaxy S6 and S6 edge. Its outstanding battery efficiency, clear and vivid display and improved accessibility for all people make it truly amazing. Despite this progress, Samsung will not stop in its relentless efforts to provide the best-in-class mobile experience. Keep an eye on us as we continue to present the perfect display panel.

See more Galaxy S6 and S6 edge Have “Best Displays Ever”