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. 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 establishing consumer and industry-facing educational materials.

This was how the 8K Association was created in 2019 to benefit 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, 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, color 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 the first manufacturer 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.

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 long 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 reductions in cost and the 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/.

In addition to the existing requirements for resolution, luminance, color and connectivity standards that ensure powerful big-screen performance, the 8K Association Certified logo program now recognizes a broader set of video decoding standards that will promote the wider availability of 8K streaming content. In addition, the updated requirements ensure that 8K TVs enable access to advanced multi-dimensional surround sound formats for a truly immersive home theater experience.

“During this difficult time when a communal movie theater experience is not possible for many, the availability of big-screen TVs with super-sharp 8K resolution offers an alternative cinematic option at home,” said Dan Schinasi, Director of Product Planning at Samsung Electronics America. “With the 8K Association’s support in promoting standards that include audio-video performance and interface standards, we expect that more homes will choose 8K TVs and more 8K content will be soon available in those homes in the year ahead, offering an exceptional home theater experience.”

In addition to the 8KA’s updated performance standard for TVs, the organization expects to promote the growth of the 8K ecosystem with a focus on educating video content creators on the benefits of capturing, producing and distributing video in 8K resolution.

Established just two years ago, the 8KA has grown to encompass a broad membership of leading companies that represent all the different parts of the ecosystem. From 8K content creators and technology suppliers that enable 8K content creation to semiconductor producers, panel manufacturers and the world’s biggest TV brands – 8KA member companies are at the forefront of delivering the most impressive visual images from lens to the living room.

The 2020 QLED 8K lineup provides consumers with an unprecedented viewing experience and unparalleled 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 easier than ever for consumers to use voice commands and access new features like Tap View, Digital Butler and Samsung Health.

The ultimate expression of these different innovation is the new, flagship Q950TS QLED 8K TV, which is the first TV in the industry to feature surround sound audio, true-to-life 8K resolution and a stunning, ultra-thin form factor.

“8K resolution has the potential to transform our industry. Screens over 75” are the fastest growing segment in the market, and that segment is where 8K resolution matters the most,” said Joe Stinziano, Head of Consumer Electronics Business at Samsung Electronics America. “Our 2020 8K lineup demonstrates the power of this potential. Its unprecedented immersive capabilities and unparalleled smart features empower consumers to pursue their passions more simply and more comprehensively 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 black 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 resolutions. 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.

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 ship with 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 machine learning to analyze and identify the characteristics of individual pixels. It then restores different elements of the image to create a pristine 8K picture, regardless of the content source.

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 bright 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 as important as video when it comes to an immersive streaming experience, the Q950 delivers some of the best TV audio on the market. 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 the 40% of U.S. consumers who say that these sounds tend to distract them while they’re watching TV by detecting the these noises and automatically enhancing voice clarity.

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.

The Q950 features a new and improved Universal Guide that uses AI-based algorithms to analyze the type of content that consumers watch, as well as the services and TV channels that they tend to use, to offer recommendations uniquely customized to their specific habits and tastes.

Through Samsung TV Plus, Samsung’s free smart TV video service, consumers can easily access new content, even if they have cut the cord. With just an internet connection, consumers can instantly access news, sports, entertainment, and more—with new options joining all the time. There are currently nearly 100 channels on Samsung TV Plus, including CBSN (CBS’s 24/7 live digital news channel), Yahoo Finance, Lively Place (from A&E Networks), Bon Appétit, VEVO, Outside TV+, and much more.

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.

Because four out of every five people do not get enough regular exercise, Samsung has developed a fitness and wellness solution designed to fit around consumers’ hectic schedules. The Q950 can serve as the central hub for fitness and mindfulness within the home through the launch of Samsung Health on TV. Through Samsung Health on the Q950, consumers will be able to see their activities, track their progress, and pursue shared fitness goals with the entire family. Plus, they will have access to free and exclusive content from leading partners, including Calm, FitPlan, Jillian Michaels, Echelon, Obe Fitness, and Barre 3 and more.

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 along 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 control more devices than ever before by using infrared technology to detect and control non-IoT devices within the home.

“We are proud to be one of the founding members of the 8K Association and to have our new lineup of QLED 8K TVs certified by the program,” said Hyogun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “Our goal is to provide consumers with the ability to easily identify premium 8K displays from other devices when making purchasing decisions. Home entertainment and TVs are important investments for many of our consumers, and we hope that the 8KA Certification Logo will help guide them.”

The 8KA Certification Program aims to distinguish televisions featuring four times as many pixels as the standard 4K televisions for clarity, contrast and color and high dynamic range (HDR) performance. Among the features tested include display resolution reaching 7680 x 4320, peak brightness greater than 600 nits, image transmission of HDMI2.1 and high efficiency video codec (HVEC).

Member companies like Samsung Electronics will be able to promote 8K certified TVs after they are validated by the 8KA. The 8KA also plans to increase educational programming efforts this year across many different industries in order to promote member participation, innovation and content development within the 8K ecosystem.

In addition to expansion across different industries, the 8KA plans to spread promotional activities for the 8K industry through demos, showcasing the advanced technological development of 8K-enabled products, production workflow, delivery options and display devices. The programs and initiatives will showcase how consumers can engage with 8K content, the ecosystem and its standards.

The 8KA anticipates further adoption of 8K content creation, distribution and home adoption, similar to the evolution of 4K standards adoption and consumer purchase cycle over the past several years. To-date, partner companies and organizations have all joined the 8K Association – further broadening the membership to more than 22 companies.

For more information on the 8K Association and Samsung QLED 8K TVs, please visit www.samsung.com.

About the 8K Association
The organization’s mission is to grow appreciation and awareness of 8K products which will provide an even higher level of entertainment which is paramount to large screen entertainment. Our activities include development performance and interface specifications, compliance logo programs, education and coordination with 8K ecosystem developers to help build the 8K market.

The 8K Association (8KA), the cross-industry group focused on facilitating the growth of the 8K ecosystem, is pleased to announce that key performance attributes for 8K televisions have been defined as part of the 8KA technical program. Performance criteria were created in concert with the association’s membership which include leading consumer electronics brands, panel manufacturers and other leadership companies within the 8K ecosystem with a strong pulse on current and future technology trends.

“Defining the key attributes for an 8K TV specification demonstrates the 8KA’s focus to quickly define a critical step in the growth in next-generation video technology,” noted 8KA Executive Director, Chris Chinnock. “To reach this milestone is a great testament to the cooperative spirit the members of the 8K Association enjoy along with our shared enthusiasm for the 8K ecosystem expansion.”

8K refers to the latest and highest-resolution standard for content creation, distribution and television displays that enables over 33 million pixels of resolution, which is 4 times sharper than the UHD / 4K standard. The new 8K TV specification now defined by the 8K Association includes recommended performance levels for High Dynamic Range (HDR) and Color performance along with interface requirements to help ensure consumers have confidence in their newly purchased 8K TVs. A compliance test set will be developed next by 8K Association members, thus enabling a transparent testing process. The 8KA plans to promote a logo on any member’s 8K TV that meets or exceeds the newly defined technical standard.

Along with the newly defined performance standard, the 8K Association continues its rapid growth with its broad membership having more than doubled over the past months. The organization’s newest members span video capture, television chipset technology, audio and video technology providers, and video entertainment creators—all with an eye toward efforts to promote the rapid growth of 8K content, delivery, and displays. According to data from top market researchers, the 8KA membership now includes TV brands that hold over 40% of the TV market in the United States in the 1^st half of 2019 and an estimated 90% of 8K panel production to date. With such a broad representation of companies that are driving the future of the highest-resolution TVs and displays, the 8K Association expects its broad membership base to continue to work together to define and promote 8K technology standards throughout the ecosystem of content, distribution and display.

8KA welcomes its newest members: Astro Design, ATEME, Chili, Innolux, Intel, Louis Pictures, Novatek, Samsung Display, Tencent, V-Silicon and Xperi. They join Samsung Electronics, Panasonic. AU Optronics, Hisense and TCL.  Also in the process of joining is UltraFlix.

“This rapidly expanding membership is an indication that we are on the right path and that other companies see the value in the work we are doing,” continued Chinnock. “We expect to announce addition high-level members in the near term that will expand our efforts into other parts of the ecosystem and allow us to continue to educate and deliver positive 8K messages to professionals and consumers alike.”

The newly released tech spec includes specifications for 8K Input Parameters (bit depth, frame rate, chroma sub-sampling), Display Performance (resolution, peak brightness, black level, color gamut, white point), and the Interface & Media formats (High Dynamic Range, codec).

• Resolution: 7680 x 4320 pixels
• Input Frame Rate: 24p, 30p and 60p frames per second
• Display Luminance: More than 600 nits peak luminance
• Codec: HEVC
• Interface: HDMI 2.1
• Additional performance and interface specifications (available to members)

About the 8K Association:

The organization’s mission is to grow appreciation and awareness of 8K products which will provide an even higher level of entertainment which is paramount to large screen entertainment. Our activities include development performance and interface specifications, compliance logo programs, education and coordination with 8K ecosystem developers to help build the 8K market.

The 8K Association(8KA), has 16 members and expanding. Its membership constitutes global leadership in consumer electronics, display manufacturing, ingredient technology providers as well as content and distribution. 8KA board members include AUO, Hisense, Panasonic, Samsung Electronics, TCL plus newly added Board members Samsung Display, Tencent and Xperi.  New Principle members are: Novatek and V-Silicon; new Associate members include Innolux, Chili and Louis Pictures; while new Supporter members are Intel, ATEME and AstroDesign. Please refer to the Association’s homepage for future membership expansion news, educational materials and member’s certified products.