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QD Vision, Industry Leaders Introduce New Metric to Measure True Brightness of Next- Generation Displays

Color Nits Standard for Display Technology Unveiled at2016 SID Display Week

San Francisco, CA, May 23, 2016 – Today at SID Display Week, QD Vision, a technology and market leader in quantum dot technology, and other innovators in the display industry unveiled a new standard for measuring brightness and luminance in displays called Color nits™. The Color nits metric is derived from a formula that takes into account varying spectral profiles and the subtle differences between perceived brightness and actual luminance. It is the first comprehensive metric that will be able to compare the brightness of all Rec. 2020 display implementations, helping to measure and create the most lifelike, vibrant color gamut for consumers.

“As we transition into wide color gamut displays which offer a greater perceived brightness of color content, the age-old industry standard of Nits can no longer be used,” said John Ritter, executive vice president, business development and product management, QD Vision. “The industry needs an easy-to-use metric that can enable true comparisons across any display and accurately characterize color brightness. Color nits do just that.”

Display technology has evolved rapidly over the past decade, and with the advent of technologies like quantum dot and high dynamic range (HDR), monitors and displays are producing more realistic colors and crisper definition. As the industry moves to meet the standards of Rec. 2020, new technologies, and new measurements, are needed.

The traditional measurement for color brightness – units of luminance called “Nits” – has become outdated, due to its inability to compare displays with different spectral profiles.

“As the fastest growing TV brand in North America, TCL strives to create the ultimate picture quality experience, integrating technologies like HDR and quantum dots to create a wide color gamut with more realistic colors, brighter highlights and increased light-to-dark contrast,” said Chris Larson, vice president, sales and marketing, TCL North America. “There is a need to define and establish a metric that measures true

color brightness of wide-gamut color displays, and Color nits is the best option we’ve seen for that measurement.”

Color nits can characterize the color brightness of any display by leveraging commonly used display parameters and equipment. The metric is based on correction factors that take into account luminous efficiency and the H-K effect.

“Earlier this year, Philips monitors introduced the world’s first quantum dot-based monitor with Color IQ technology, delivering 99 percent Adobe RGB color, which is 50 percent more color than traditional LED displays,” said Mr. Lidong Yan, General Manager of Monitor BU, OBM China, TPV Group. “The traditional white Nits measurement cannot capture the more spectrally narrow primaries that wide color gamut displays produce. The industry needs a common metric that enables apples-to- apples comparisons for displays.”

QD Vision’s John Ritter will introduce the concept of Color nits during a panel discussion at SID Display Week in San Francisco on Wednesday, May 24 at 10:40 a.m. in room 102 at the Moscone Center. The presentation will explore how the saturated, narrow bandwidth primaries of emerging wide gamut display technologies, like quantum dots, affect luminance and brightness – and how Color nits can more accurately measure brightness, setting a new standard for the industry. For more information please visit

About QD Vision, Inc.

QD Vision, Inc. is a leader in quantum dot display technology for QLED displays. Quantum dot technology is a superior next-generation alternative to OLED displays, providing unparalleled color representation at a highly competitive LCD cost structure. Color IQ quantum dot technology from QD Vision provides a unique optical component solution capable of delivering “full-gamut” color to the display industry. Founded in 2004, the company has raised more than $100 million in financing from top-tier venture capital firms and is headquartered in Lexington, Massachusetts.