SVOD providers are moving full speed on the latest display technology. In addition to offering 4K programming, Amazon launched dynamic high range (HDR) videos to Prime members in the US. HDR supports a greater color palette and brighter images for 4K content. The rollout is available initially to 1 full series, the Amazon original “Mozart in the Jungle,” and for the pilot ep of another Amazon original “Red Oaks.” Members can stream the content in HDR through the Amazon app on their Samsung UHD TVs at no extra charge. The move makes Amazon the 1st provider of HDR content. Netflix is looking to offer HDR video this year as well. Comcast announced a HDR set-top box dubbed Xi5 at CES in Jan. Slated to launch next year, Xi5 promises increased color, contrast and brightness. HDR is expected to have a larger impact on the viewing experience than 4K because the technology can be used with HD video.

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