Ultra HD Premium Logo Revealed for Retailers The UHD Alliance (UHDA) has unveiled a consumer-facing logo to identify devices, content, and services capable of delivering a premium experience to an Ultra HD market.RS Staff ⋅ Jan 5, 2016 Hoping to simplify the high-end Ultra HD TV buying experience, the UHD Alliance (UHDA) has unveiled a consumer-facing logo to identify devices, content, and services capable of delivering a premium experience to an Ultra HD market that is expected to grow eightfold by 2019. The UHDA also announced the start of licensing of its ULTRA HD Premium logo. The UHD Alliance is an inter-industry group charged with fostering the Ultra HD ecosystem and promoting the benefits of Ultra HD entertainment technology. Developed through the collaborative efforts of film studios, consumer electronics manufacturers, content distributors, and technology companies, the Ultra HD Premium specifications reflect collective expertise from across the Ultra HD ecosystem, as well as significant input gleaned from experiential consumer testing. The UHDA’s ULTRA HD Premium logo is reserved for products and services that comply with performance metrics for resolution, high dynamic range (HDR), peak luminance, black levels, and wide color gamut among others. The specifications also make recommendations for immersive audio and other features. “The diverse group of UHDA companies agreed that to realize the full potential of Ultra HD the specs need to go beyond resolution and address enhancements like HDR, expanded color and ultimately even immersive audio. Consumer testing confirmed this,” said Hanno Basse, president of UHD Alliance. “The criteria established by this broad cross section of the Ultra HD ecosystem enables the delivery of a revolutionary in-home experience, and the ULTRA HD Premium logo gives consumers a single, identifying mark to seek out so they can purchase with confidence.” To ensure products bearing the ULTRA HD Premium logo are certified and conform to the organization’s specifications, the UHDA has designated multiple, independent centers around the globe to handle testing. Companies throughout the ecosystem will work directly with these centers to have their products tested and certified. The UHDA’s new ULTRA HD Premium specifications cover multiple display technologies and reference established industry standards and recommended practices from the Consumer Technology Association, the Society of Motion Picture and Television Engineers, the International Telecommunications Union, and others.