UHDALLIANCE.ORG EXPERIENCEUHD.COM About the UHD Allliance

Join Us.

The UHDA is comprised of nearly 40 member companies with board member executives from Dolby Laboratories, Panasonic Corporation, Samsung Electronics, Universal Pictures, Warner Bros. Entertainment and Xperi Corporation.

ALLIANCE.EXPERIENCEUHD.COM UHD Alliance Mission

The mission of the UHD Alliance is to ensure a premium consumer experience.

Delivery of Creative With the rapid explosion of Define Full-Featured Intent 4K HDR TVs and other Ultra Ultra HD HD products and services, From hardware to the Ultra HD goes far beyond the UHD Alliance has created distribution of content, one resolution. It encompasses Filmmaker Mode as well as of the UHDA’s missions is to a robust set of features that established logos to help support the UHD ecosystem combine enhancements consumers and retailers to deliver films the way in resolution, brightness, easily identify premium the filmmaker envisioned. contrast, color and audio to HDR products, content and Filmmaker Mode™ , bring the most true-to-life services. developed by the UHDA and experience to the home. endorsed by the Hollywood Create Industry community at large, is a Alignment new TV mode that delivers the cinematic experience as Unprecedented cross- intended by the filmmaker. industry participation It is the only viewing mode through the entire ecosystem for preserving creative intent (consumer electronics, in the home with broad content creators, content support and endorsement distribution and allied and from the filmmaking enabling technologies) to community. establish a unified vision for the next-generation audio- visual experience including UHD, HDR and other parameters.

ALLIANCE.EXPERIENCEUHD.COM UHD Alliance Members

Board Members

Contributor Members

Adopter Members

*Membership as of November 2020 ALLIANCE.EXPERIENCEUHD.COM Why Join the UHD Alliance?

Participation in the Alliance gives member companies the opportunity to directly engage in the rapidly expanding UHD ecosystem.

While the UHD ecosystem continues to rapidly influential companies. This occurs through expand, there is an expressed need to help ongoing participation in a range of working consumers identify those products that deliver a groups in which technical, business and legal truly differentiated experience. issues are addressed.

This means not only setting performance As part of its mission to help promote and measures that maximize the benefits of grow the UHD market, the Alliance actively and technologies such as Filmmaker Mode, HDR and regularly engages with trade and consumer Wider Color Spectrum, but also recognizing and press, participates on industry panels, addressing interoperability challenges that can demonstrates at trade shows such as CES, prevent displays, peripherals and content from CEDIA, IFA and NAB, among others, and working together as they should. maintains collaborative relationship with other leading tech, entertainment and UHD focused Participation in the Alliance gives member industry organizations. Alliance members have companies the opportunity to directly engage the opportunity to help shape the message the in collaborative activities designed to address organization delivers to key audiences. these challenges with many of the world’s most

ALLIANCE.EXPERIENCEUHD.COM UHD Alliance Working Groups

Technical Compliance & Interoperability Working Group Certification Working Group Working Group • Develops and maintains • Develops and maintains The UHD Alliance created the UHD Alliance Technical Test Specifications and an interoperability Specifications Test Tools as required working group to identify • Expands the breadth of the • Defines and maintains interoperability issues UHD ecosystem through the Certification Process affecting consumer specifications for premium enjoyment of UHD. certified devices, content The UHDA developed and distribution platforms methodologies to further identify issues and • Looks at future continually liaises with technologies and their industry organizations such potential impact on UHD as CTA, DEG, SMPTE, CEDIA, HDMI, and others, to address and resolve interoperability issues and reinforce the premium UHD experience. Please visit the UHD Alliance industry site to view the latest interoperability initiatives.

ALLIANCE.EXPERIENCEUHD.COM UHD Alliance Working Groups

Promotions Work Group Legal Work Group • Works collaboratively with industry • Oversees legal issues related to: colleagues on messaging the benefits of - The development, maintenance, 4K Ultra HD Premium™ and Mobile HDR promotion and licensing of the UHD Premium™ via: Alliance’s Technical Specifications - Website and logo(s) - Consumer and retailer messaging - The internal governing rules of the - Social networking including online videos UHD Alliance • Plans and executes press releases, industry - Proposals to the Board of Directors events and other promotional activities on the above • Develops best practices to educate • Communicates with outside legal counsel consumers on interoperability serving as the official counsel on all UHDA legal matters • Collaborates with industry experts and external organizations in promoting the “Premium” experience

ALLIANCE.EXPERIENCEUHD.COM Filmmaker Mode

Filmmaker Mode is a new TV mode that will deliver the cinematic experience as intended by the filmmaker. It is the only viewing mode for preserving creative intent in the home with broad support and endorsement from the filmmaking community.

Overwhelming Support for FMM

Hollywood Creatives • Directors Guild of “Filmmaker Mode could be the The UHDA answered a call America best thing to happen to TV in to action from Hollywood’s • The Film Foundation 2020.” —What Hi-Fi top creatives, asking for a • International way to extend the cinematic Cinematographers “We’ve been telling people to experience into the living room. Guild Filmmaker Mode was created shut off these features for • The American Society with input from a broad range years. The process soon gets of Cinematographers of preeminent filmmakers, easier, thanks to a new feature including Paul Thomas called Filmmaker Mode.” Anderson, Ryan Coogler, Patty TV Partners —Consumer Reports Jenkins, Martin Scorsese, and Filmmaker Mode has a wide “Filmmaker Mode basically Christopher Nolan, range of television support turns off “soap opera” motion to name a few. from the world’s largest brands smoothing and ensures the including LG, Panasonic, Philips correct color, aspect ratio and (TP Vision, Europe), Samsung, Creative Guilds framerates for a Hisense and VIZIO. The UHD Alliance has received given film.” official endorsements from —Engadget a variety of creative guilds Press Testimonials recognizing Filmmaker Mode “Filmmaker Mode offers a cure “We here at Digital Trends as the preferred way for for UHD TVs that make movies are ecstatic about this idea watching movies and look like ‘80s soap operas.” [Filmmaker Mode], and clearly, episodic television in the —Forbes we’re not alone.” home, including: —Digital Trends

ALLIANCE.EXPERIENCEUHD.COM Filmmaker Mode

PR/Marketing Opportunities

The UHD Alliance has an aggressive PR and Marketing program that includes thought leadership appearances at trade shows such as CES,CEDIA, NAB and IFA. Partnerships and support for FMM is promoted across all social platforms as well as included in all messaging and outreach.

Promotional Materials UHD Alliance members have access to all Filmmaker Mode promotional and retail assets, including:

• Promotional videos from directors such as Martin Scorsese, Ava DuVernay, Ryan Coogler, James Cameron, and more • Behind-the-scenes footage and director clips telling the FMM story through the director’s lens • Demo video showing the difference between FMM and typical out-of-the-box settings • Individual director interviews for use on social media

ALLIANCE.EXPERIENCEUHD.COM Ultra HD Premium & Mobile HDR Premium

Define performance Ensure compliance through Certify content parameters for content certification program for and devices, identified and devices content and devices by a logo

TV Displays, Computer Monitors, Smartphones, Tablets, Notebooks, Laptops Desktop PC’s, Set-top Boxes, Streaming Media Players, Content, Distribution

The logos enable consumers to identify TVs, content and other devices that can deliver the high standard for performance and immersive experience as set by the UHDA.

Let The Premium Logo Lead You To Experiences Worth Seeking Out.

HDR 4K WIDER COLOR COLOR BIT IMMERSIVE RESOLUTION SPECTRUM DEPTH AUDIO Brilliant Brights And 4x Sharper More Richer, Natural Color Multi-Dimensional Deepest Darks Than Full HD* Lifelike Color Transitions Sound

ALLIANCE.EXPERIENCEUHD.COM Priorities

Expand Certifications for Content Distribution

As has historically been the case, content drives adoption of new entertainment technologies, and UHD is no exception. Consumers expect the highest quality on all of their devices. To that end, the Alliance is exploring certification possibilities for the full range of distribution platforms: packaged, digital, and broadcast. Ensuring the highest quality across all distribution platforms will be instrumental in growing the UHD category.

Developing comprehensive educational materials to help consumers understand UHD technology:

• Consumer website • Consumer-facing retail brochure • Educational videos • Ongoing engagement with retailers

ALLIANCE.EXPERIENCEUHD.COM Priorities

Interoperability

• Interoperability Working Group • UHD Alliance conducted six-month • Liaise with industry to identify and resolve “listening program” to identify top interoperability issues interoperability issues • Evaluating results with an eye toward advising industry members and helping consumers

ALLIANCE.EXPERIENCEUHD.COM Membership

UHD Alliance Board

Officers

President Board Chair Vice Chair Secretary Treasurer Michael Fidler Michael Zink Annie Chang Pete Sellar Bill Mandel Warner Bros. Universal Pictures Xperi Samsung Electronics

Directors

Pat Griffis Bill Mandel Joe Cates Pete Sellar Alan Stein Dolby. Samsung Electronics Panasonic Xperi Technicolor

Michael Wise Michael Zink Universal Pictures Warner Bros.

*Membership as of November 2020

ALLIANCE.EXPERIENCEUHD.COM Membership

Member Opportunities Contributor Level Adopter Level $20,000 USD per year $5,000 USD per year

• Attend member meetings • Receive access to all finally adopted • Vote in elections specifications • Participate in Working Groups • Apply to the Premium UHD certification • Nominate a candidate for election programs as Working Group Chair or Vice-Chair • Attend member meetings in a non-voting • Nominate a candidate for election capacity if invited by the Board of Director as a Director • Participate in Working Groups in a non- • Propose initiatives to be acted upon voting capacity if invited by the chairperson by the UHD Alliance of a Working Group • Receive pre-public access to all UHD • Display the UHD Alliance logo on Alliance documents, including specifications its corporate website to indicate its membership in the UHD Alliance • Display the UHD Alliance logo on its corporate Web site to indicate its membership in the UHD Alliance • Apply to the Premium UHD certification programs

The UHD Alliance Media inquiries, please contact: 3855 SW 153rd Drive, [email protected] Beaverton, OR 97003 +1 (503) 619-5221 [email protected]

ALLIANCE.EXPERIENCEUHD.COM UHDALLIANCE.ORG EXPERIENCEUHD.COM