The Digital TV Group’s UHD Forum is addressing concerns raised by advertising watchdogs over the marketing of 4k TV.
It follows the Advertising Standards Authority telling DSG Retail – which runs the Dixons and Currys PC World chains – not to re-run a Christmas ad implying that 4k TVs would show greater detail without supporting evidence, and to ensure they ‘clearly communicated the standard of quality that would be achieved’.
DTG CEO Richard Lindsay-Davies said: “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.
“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 will be mindful of the ‘HD Ready’ debacle that led to many consumers believing they had purchased a high definition receiver, when a suitable set-top box was required for HD viewing.
