What is HDR? Sony is ready to show you.

By now, you’ve certainly heard of 4K Ultra HD TVs – delivering 4x the resolution of standard HDTVs. But the next big thing in TVs takes 4K to another, incredible level. HDR, or High Dynamic Range, is changing our TV viewing experience once again, and you’ll be able to experience it in every Sony 4K UHD TV coming to Magnolia in 2016. While describing this new technology has left some tongue-tied, here is a simple explanation of what HDR is all about, and how Sony is bringing it home with style and substance.

HDR – simplified

If you’ve ever worked in the corporate world (or Hollywood, or are just hip to the jive of life), you’ve probably heard of the elevator pitch: a short statement you could give someone in a 5 second elevator ride. Here’s that pitch when it comes to HDR: if 4K Ultra HD gives you more pixels, HDR makes all of those pixels better.

Yes, HDR takes 4K and makes it even better. Experience a range of brightness, color, contrast and clarity like you’ve never seen before. The benefit of HDR is most evident in areas that have shadows or are blown-out by sunlight. By increasing the contrast and color in these areas, HDR brings detail to these once-washed-out spaces. For example, dark shadows that once appeared to be empty, now reveal the villain hiding from the hero. Or areas once washed out by sunlight, now reveal the fine details of clouds and that meteor racing toward earth. HDR takes these once “lost” areas and fills them with details even 4K couldn’t deliver. Now, you no longer simply have contrast, but thousands of shades of contrast, so you’re seeing every detail, in every part of the screen, in a whole new way.

What HDR is not...

One of the biggest misconceptions of HDR is that it’s the same as photo HDR – but these two technologies are far from synonymous. Photo HDR combines multiple images to create a final, single image that appears to have a greater dynamic range. But 4K HDR is a technology that gives you expanded contrast and color for greater detail and clarity. To put it simply, the technologies are very different, the names are just the same.

The next evolution

The future of TV technology is HDR. Much like when the TV world moved into 4K, HDR represents a huge step forward in picture quality. And the benefit? As Sony points out, “While current video standards are based on CRT TVs with low brightness capabilities, HDR signals carry much more brightness information. So HDR-ready TVs can display greater contrast, a wider color spectrum, and improved detail, for exceptional clarity across the screen.”

Now, that movie you watched in the theater, where the director created a purposeful tone and color saturation to give the movie a deliberate feel, can be experienced at home. Before, this tone would get washed out, and that intended look and feel would get lost. No longer with HDR. Finally the home movie experience matches that of the finest cinemas.

Step into the future

If you think HDR sounds amazing, wait until you see it in person. Fortunately, every one of Sony’s 2016 4K UHD models in Magnolia will not only support HDR, but also deliver style, substance and content to match. With Sony’s enhanced image-processing engine, thousands of adjustments are made every second to dramatically enhance resolution, color and brightness. Sony’s X-tended Dynamic Range PRO increases the quality of HDR and even non-HDR content by revitalizing every scene with the widest range of brightness possible. With Android TV, you instantly get access to broadcast TV, apps, games and Internet content, plus streaming HDR content from services like Amazon Video, along with exclusive 4K and 4K HDR content from Sony’s 4K streaming service Ultra. And with the radical design of these new Sony TVs, the picture on the screen isn’t the only thing that will amaze you.

Stop into your nearest Magnolia Design Center and step into the future of televisions with the latest 4K HDR TVs from Sony. Where shadows are no longer scary but awe inspiring, and bright lights are no longer blinding but beautiful.

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