HDR (High Dynamic Range) content has not received the buzz that 4K has, but Amazon is betting that it will become just as important, as content providers seek to differentiate their products. The company recently announced that it will be offering HDR to its Prime customers later this year, beginning with in-house productions under the Amazon Original umbrella. Amazon is also working with select Hollywood studios to offer additional content in the HDR format.

HDR technology delivers greater contrast to the TV screen, offering more detailed shadows and more distinct highlights, which combine to make colors look more vivid and lifelike. “4K Ultra HD picture resolution was just the beginning,” remarked Michael Paull, Amazon’s VP of Digital Audio. “HDR is the natural next step in our commitment to premium entertainment, and we can’t wait for customers to have even more choice in how they watch their favorite titles on Amazon Prime Instant Video.”

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