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BDA Launches Ultra HD Blu-ray Website

The Blu-ray Disc Association (BDA) launched an interactive website demonstrating the features and benefits of Ultra HD Blu-ray players and discs as part of its plan to promote the format’s launch.

The consumer site explains the benefits of 4K resolution, High Dynamic Range (HDR), wide color gamut, higher frame rates and higher disc capacities. The site also touts the backward compatibility of new players with FullHD 1080p Blu-ray discs and with current 1080p HDTVs.

The website launch is a prelude to more aggressive promotion efforts under development, a BDA spokesperson told TWICE. “The BDA is working on both retail and consumer education programs that will speak to not only Ultra HD Blu-ray but more generally to some of the more critical aspects of UHD such as HDR and wide color gamut, among others,” the spokesperson said.

For the launch of the FullHD Blu-ray format, the BDA collaborated with industry players and DEG: The Digital Entertainment Group to develop pocket guides and collateral material for retail, among other things.

“The BDA’s promotion group is looking at ways to support the launch,” said Victor Matsuda, chairman of the BDA’s global promotions committee.

CE manufacturers attending CES 2016 are expected to announce U.S. launch plans for hardware, and select movie studios are expected to announce U.S. disc plans.

On the website, the BDA points out that Ultra HD Blu-ray will deliver 76 percent of the colors visible to the human eye compared to only 35 percent for FullHD Blu-ray. The new format will also deliver four times the pixels of FullHD, or 3,840 by 2,160, the site says. And 66GB dual-layer and 100GB triple-layer discs will be available with bits rates up to 128Mbps.

The site also uses side-by-side images to demonstrate the enhancement provided by HDR; lets users view an image in SD, HD and UHD; and displays moving images representative of 24 fps playback and the new format’s potential to offer 60 fps playback.

In addition, the site explains the players’ backward-compatibility with current Blu-ray discs and HDTVs. Ultra HD Blu-ray players will play current Blu-ray discs, and the new players will output a standard HDTV signal when connected to a 1080p HDTV instead of to an Ultra HD 4K TV.