What’s the Buzz on 4K?
Ultra HD or 4K is the latest
buzz word in improving TV technical quality in Broadcasting. But, the real value lies in business
applications.
I consider myself a good student of what consumers want in
electronics.
A.
A cell phone that works, including making phone
calls
B.
A decent TV show to watch
C.
Things that don’t break 10 minutes after the
warranty expires
D.
A convenient tablet to avoid any social contact
in airports
So, how do I think consumers will value Ultra HD or 4K TV? In a word, “….y..a..w..n”.
But, but, 4K TV promises 4 times the current HD resolution
(sort of). It offers an “immersive”
experience. Viewers can get right up to
the screen and see detail that they have never seen before. Yes,
well 3D offered consumers a different experience than regular TV and was met
with a collective negligence that has all but buried it in Broadcast. Would 4K make any difference? I don’t think so.
One has to remember that TV is a “passive” medium, re
Marshall McCluen. Content is the
key. Technology, like Glory is
fleeting. Consumers are in impressed for
a few minutes in the local Best Buy at seeing great resolution. But, how long will that fascination last when
they are watching pretty video fish swimming in an electronic aquarium - not
very long. TV viewers get immersed in
content and soon forget the technology. These
days, I believe the vast majority of TV viewers multitask while the TV is on. There is way too much non-passive stimulus
around us to sit still. So, who will
participate in an “immersive” experience, 1 foot away from a giant 4K TV?
That is not to say that 4K is not valuable. As John Watkinson famously pointed out,
program capture should always be on the highest quality imaging device you can
reasonably acquire. After all, you
cannot fix image quality problems in post.
So, 4K cameras for image capture
should be a priority goal. It
will make an impact on quality even when down converted to SD NTSC and sent
over your local cable system. 4K has a
place in production.
However, the real value needs to be determined by early
adopters that can visualize the value in business applications. Let’s talk about some of the opportunities
out there.
Business Meetings. By
definition, business meetings are “immersive”.
The purpose is to share ideas and formulate strategies to enhance
business performance. 4K video in a
videoconferencing environment can offer immediacy with no travel, multiple
locations and time zones, real-time sharing and collaboration with everyone on
the same page. Cheaper, better , faster
with a “just like being there” feel. For
busy executives, keeping tabs on everything that is going on and according to
strategic goals, this is huge. No matter
where they are, they are in touch – and not just with endless email threads.
Product Launch and Promotion.
Wowing prospective clients with good marketing and that initial, “I’ve
never seen this before” technology creates a buzz about a product or
service. 4K affords new levels of creativity
and outlets to “get the word out”. It
can be targeted, more personal and have more impact. True, you could do this before with 35mm film
or a RED camera. But, those productions
can now be much less costly with new, inexpensive 4K devices and your marketing
folks are free to explore many other outlet venues besides TV commercials. Again, “immersive” is the key term. Challenge the marketing folks to come up with
solutions to “immerse” the target audience.
Digital Signage. There
is a lot of digital signage out there. I think everyone knows how dismal it normally
performs. The few successes are in
theatre billboards and fast food menus, which means it is a cheaper alternative
to static printed material. Large
screen, “immersive” 4K affords the opportunity for Digital Signage to come of
age and become a real marketing tool.
Someone with a vision needs to grab hold and take to where it needs to
be.
Training and Education.
Truly, this is an area where 4K should really shine. Interactive, collaborative 4K experience can
revolutionize training and education, or educating consumers. Of course, this will require some
creativity. Think “immersive medium”. There is the opportunity here for real
connection with those who may not readily acclimate to the traditional
lecture/classroom /regurgitate education that is typically available. Think of the advantages, record ability and
endless playback repeat, collaboration and immediate tutoring availability and
finally review next week, next year or five years from now.
Medical , Scientific Sports. Just to name a couple of applications where
high resolution imaging is essential to diagnosis and study of phenomenon, 4K images with the ability to be transmitted
globally in high frame rates will change the nature of how we deal with the
world.
Yes, 4K has multiple uses and will be of high value. Probably not as much value though, for
traditional Broadcast TV.
Dave Desmarais
President and Founder
Perinata Inc.
Perinata Inc.
Contact Us:Phone: 864-885-1918email: info@perinata.com
website: www.perinata.com/
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