The UK’s Digital TV Group (DTG) has warned against “over-promising on the 4K experience” claiming that exaggerating the quality of picture early on could damage consumer confidence.
The DTT TV technology body raised the concerns after the Advertising Standards Authority warned DSG Retail – the parent firm of Currys and PC World – that it should not re-run a Christmas ad implying that 4K TVs would show greater detail without supporting evidence.
“Ultra HD represents an enormous opportunity for the TV industry to take the viewing experience to a level even greater than the leap from standard-def to HD, but exaggerating the offering at an early stage could damage consumer confidence before the true benefits come to fruition,” said DTG CEO Richard Lindsay-Davies.
“The DTG’s UHD Forum is working with broadcasters and TV manufacturers to establish next-generation TV standards for 4K and beyond, collaborating with international bodies, and we are providing advice to retailers to ensure that they can provide consumers with accurate information, satisfying the early adopters who will be the bedrock of future market growth.”
The DTG is currently carrying out retail industry briefings on the current state of the broadcast entertainment market and future developments – including Ultra HD, over-the-top and streaming content, smart TV, Freeview Play and VR.