Hp have just announced that they have been collaborating with Dreamworks to create a new technology in the colour display range. What this means to Joe and Jane Average, is that their new TVs and monitors will have a greater clarity of colour, with less banding across areas of graduated colour.
Currently we are limited to 24-bit displays for a total of 16.7 million colours per picture element. This will increase to 1 billion colours.
Apparently they are utilising ATi technology to produce it.
What is the big deal you ask?
Another advance toward making more beautiful pictures in front of us is always welcome, and this will also drive a new uptake of displays for the consumer society.
In looking for the Linux angle, the only one I can see is that HP and AMD/ATi are both proponents of Linux, and will surely provide us with the drivers necessary, hopefully open-sourced.
HP, DreamWorks Preview Breakthrough Color Display Technology
LAS VEGAS, April 14, 2008
HP and DreamWorks Animation SKG, Inc. (NYSE: DWA) previewed a display technology that helps solve a longstanding obstacle for digital content creators: affordable and consistent color accuracy between devices.
The result of an unprecedented collaboration between the two companies, the HP DreamColor Technology computer display provides accurate, predictable color and a simple color management process to assure vision-to-production color consistency in a widescreen liquid crystal display (LCD).
The display generates the industry's first combination of true 30-bit color - enabling a range of 1 billion colors - in an LED-backlit LCD at a fraction of the cost of most high-end, studio-quality LCD displays.
"For decades, storytellers have struggled to manage color in an accurate and consistent manner," said Jeffrey Katzenberg, chief executive officer and director, DreamWorks Animation. "Quite simply, when we make a movie about a big, green ogre, our concern is that our ogre is the same color of green throughout the film. HP has truly changed the game with its new display, giving DreamWorks Animation full visual fidelity across the board for the first time."
One hour ago, Katzenberg joined the National Association of Broadcasters show via video feed when Todd Bradley, executive vice president of the Personal Systems Group at HP, and Roger Enrico, chairman of DreamWorks Animation, took the stage in a keynote address to describe how creativity drives technology advances, such as HP DreamColor Technology.
"In the digital world, the media and entertainment industry oftentimes sets the pace for technology innovation," said Bradley. "The HP DreamColor display is a disruptive technology inspired by users, like DreamWorks Animation, that challenge HP to deliver exciting innovations that truly impact our customers' businesses."
Designed for the broadcast, film/video post-production, animation and graphic arts fields, the HP DreamColor Technology display offers richer color and darker blacks than previously available through LCD display technology. The display will include factory presets for all color ranges specified by the NTSC, SMPTE, sRGB, Rec. 709, Adobe RGB and DCI standards.
"HP has delivered a breakthrough technology that will show immediate results," said Crawford Del Prete, executive vice president, Global Research, IDC. "The HP DreamColor display is an important innovation that represents a significant collaboration between HP and a core partner. This technology will have broad appeal, allowing customers to deliver results never before possible without very high-end systems."
Today's demonstration marks the first public preview of a display technology developed under the HP DreamColor Technology initiative, a two-year collaboration between HP and DreamWorks Animation. The HP DreamColor Technology family is a series of displays, printers and technologies that work together to provide accurate, predictable color that makes it easy to manage the proper configuration of color across devices and achieve standout results, every time.
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