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4K Ultra HD kitemark for European TVs unveiled

Digital Europe has announced a standardised logo for any device with a 4K resolution capable of playing Ultra HD video. 

As with the ‘HD Ready’ stickers of the past, the idea is to let consumers know at a glance if they’re buying a Full HD 1080p TV or a 4K Ultra HD TV. 

Any TV manufacturer can include the logo in their branding and marketing materials if they wish, but they’ll have to stick to Digital Europe’s guidelines. 

Digital Europe's UHD logo should make it easier to determin between 4K and HD TVs
Digital Europe’s UHD logo should make it easier to determin between 4K and HD TVs

John Higgins, Director General of Digital Europe said: “We are delighted that some broadcasters have already started to explore content production using Ultra HD. 

“With the launch of the Ultra HD logo, many more viewers will be able to buy the new generation of screens and take advantage of Ultra HD content from external sources as it becomes available.” 

Digitial Europe’s guidelines specify that the equipment must be able to display video in a resolution of at least 3840 x 2160 pixels, feature an HDMI 2.0 port and 8-bit colour depth. They must also work with other UHD equipment. 

The Consumer Electronics Association (CEA) also announced it would be rolling out a new logo for devices boasting 4K UHD quality across both 4K Ultra HD and 4K Ultra HD Connected devices. 

CEA President and CEO Gary Shapiro said: “The new logos mark another important milestone as the inevitable evolution to 4K Ultra HD continues. These logos and consistent nomenclature will help consumers navigate the 4K Ultra HD marketplace and assist them in having a great experience at retail and at home.” 

However, 4K UHD needs more than just a logo to throw it into the mainstream. There are calls for more providers to both produce and offer 4K content before it will appeal to the masses. 

UK broadcasters are stepping up on the 4K content they offer, with Sky announcing it’ll film the Ryder Cup in 4K, while BT lags behind saying it wouldn’t film Premiership Games in 4K quality until the next season. 

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