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OTT driving 4k adoption Whilst the value of 4k is unclear to traditional broadcasters, their hand may be forced by OTT providers such as Netflix who already provide a range of 4k content. This will inevitably drive consumer expectations for content they see on other services. For certain genres of content, there are broadcasters such as BT Sport and Sky who see 4k as an opportunity to differentiate their flagship sports programming. This will also drive consumer demand to have the same experience with other genres of content. Other options? While 4k is building up momentum, broadcasters are also having to consider High Dynamic Range ready equipment ahead of the next big step in television picture quality. With brighter whites and darker blacks, HDR footage is a step closer to what the human eye itself captures. The average consumer may struggle to notice the improvement in picture quality with the move from HD to 4k. The difference between the current generation of television sets and HDR enabled sets is a significant leap in picture quality and will be more enticing for consumers; this will inevitably be a key driver behind adoption. The last 80 years have elevated TV as a visual medium to a point where it has never been better able to entertain, educate and inform than it does right now. The next stage of technological developments is bringing TV yet closer to the consumer’s real life view of the world and will make television more immersive. With the competition from OTT driving new formats and changes in how consumers access content, this rivalry will hopefully continue to drive improvements in the viewing experience forward over the next 80 years. KITPLUS - THE TV-BAY MAGAZINE: ISSUE 120 December 2016 | 51