Amazon Video is the first to support Samsung's HDR10 Plus standard

Conventional-and-HDR10plus

This allows the TV to adjust brightness levels on a broadcast to each scene, or even each frame, aiming for a more accurate representation of how the scene "should" look.

The HDR10 standard describes a specification with better contrast and brightness, as well as a wider gamut of color, for TVs.

The latest models of Samsung Electronics' QLED TVs and UHD TVs will provide video content through the Amazon app based on the HDR technology.

Samsung and Amazon are teaming to deliver a higher standard of high-dynamic-range (HDR) performance to the video market. In the second half of the year, the 2016 TVs will also receive support via a firmware update.

Samsung said it will continue steps to expand the ecosystem of the HDR technology with various business partners.

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- Together with Samsung, we are excited to offer customers an enhanced viewing experience on a broad range of devices, said Greg Hart, Vice President of Amazon Video, worldwide.

Amazon Video has been one of Samsung's first partners in developing the HDR10 standard, and now the video streaming service is the first to adopt HDR+ as well.

HDR10 Plus is the next-generation standard of the technology developed by Samsung, which it opened for use by third parties in March. This bold and innovative advancement laid the groundwork for several HDR launches. Samsung is positioning the standard as a royalty-free dynamic-metadata alternative to Dolby Vision, which uses dynamic metadata but requires a licensing fee.

About Samsung Electronics Co., Ltd. Amazon Video is the first content partner to incorporate HDR10 Plus and it will arrive later in the year.

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