The new specification functions as a royalty-free alternative to Dolby’s proprietary technology, allowing manufacturers to bypass licensing fees while maintaining precise visual control. Beyond improved lighting adjustments, the platform introduces Intelligent Motion Smoothing. This feature is designed to calibrate frame rates specifically for high-action content like sports, while attempting to avoid the artificial soap opera effect that often plagues cinematic viewing.
Samsung brings HDR10 Plus Advanced to Prime Video
Samsung is launching its HDR10 Plus Advanced format on Amazon Prime Video this month, marking a direct challenge to the industry-standard Dolby Vision. By utilizing dynamic metadata for localized tone mapping, the technology aims to refine HDR performance on a scene-by-scene basis, starting with the company's 2026 television lineup.
While Amazon has showcased the series Ride or Die in promotional materials, Samsung has yet to clarify the size of the initial content library or specific release dates for individual titles. The rollout arrives during a volatile period for display standards, underscored by recent patent disputes that briefly disrupted Dolby Vision access on Disney Plus in Europe. Competitors including Hisense, Philips, and TCL have signaled support for the format, though widespread integration will likely depend on future software updates for existing hardware.
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