Study Suggests Immersive Viewing Experience Is 38% Stronger In Ultra HD
How does an Ultra HD picture stimulate our brain? A study by Samsung Electronics in collaboration with Mindlab International now confirms that we react much more intensively to an Ultra HD TV picture and that the immersion is up to 38 percent stronger than with a Full HD picture.
For this study, subjects were subjected to neuropsychological tests. In search of the “Ultra HD effect”, the physiological influence of Ultra HD compared to Full HD was examined. The electronic brain activities (EEG) of several participants between the ages of 18 and 65 were measured and evaluated. The pulse (EDA) was also checked during the demonstrations. Various content from the Netflix 4K offer, as well as a football game in high-resolution Ultra HD resolution, were used as test material. The TV brand was made unrecognizable in the test so that viewers could judge objectively.
The viewer is more immersed in the viewing experience
The test results are partly very clearly in favor of the Ultra HD standard. The immersion, i.e. the immersion in the viewing experience, is much more pronounced than with a full HD picture. The viewers are more attracted to the TV picture, the visual processing activity in the brain is increased and the concentration and mental work with regard to the TV picture is increased. The brain processes a lot more information when it is confronted with Ultra HD content – in a positive sense.
Football in Ultra HD increases brain activity
The Germans’ favorite sport was also included in the study. Anyone who watches a soccer game in Ultra HD resolution (3840 x 2160 pixels) increases their visual processing by a whopping 62 percent compared to the same game in full HD resolution. Compared to the current TV broadcast of soccer games, which are mostly broadcast in 720p or 1080i, the percentage should be a little higher. The perception of what is happening in the game is much more intense. Anyone who has often watched a football game in standard resolution can quickly understand why a UHD image “brings the viewer closer to the game”. If the resolution is poor, it is sometimes almost impossible to tell different players apart, let alone recognize the player numbers on the jerseys.
The studio also found that viewers were 20 percent more attracted to UHD content than to Full HD. If a clip is shown two or three times, this attraction increases to up to 29 percent.
MICHEAL ZÖLLER, VICE PRESIDENT, EUROPEAN HEAD OF VISUAL DISPLAY AT SAMSUNG, SAYS: “FROM MAJOR SPORTING EVENTS TO POPULAR TV SERIES TO HOLLYWOOD BLOCKBUSTERS, VIEWERS WANT TO EXPERIENCE A WIDE VARIETY OF PREMIUM CONTENT ON LARGER, BRIGHTER SCREENS IN CRYSTAL CLEAR PICTURE QUALITY. SAMSUNG SPEARHEADS THE DEVELOPMENT OF NEW TV TECHNOLOGIES, BRINGING AN ABSOLUTELY BREATHTAKING EXPERIENCE TO CUSTOMERS’ LIVING ROOMS. THIS STUDY UNDERSCORES HOW INTENSE AND POWERFUL PREMIUM CONTENT CAN BE ON AN ADVANCED TELEVISION SUCH AS A SAMSUNG SUHD TV. “
If you do not believe that the Ultra HD standard has such a positive effect on the viewer, you should pay your electronics dealer a visit and compare it yourself. Even in larger technology markets, there are already countless televisions with 4K resolution which are also supplied with suitable content. Especially with highlight series such as the SUHD TV models from Samsung, not only the high-resolution picture impresses, but also the presentation of the colors and contrasts.
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