SUWON, Korea—European viewers are in line to have access to content in 8K HDR10+ in the near future, as Samsung has announced it is partnering with a trio of European streamers to support the technology. Among the streamers that will adopt 8K HDR10+—as well as 4K HDR10+—are CHILI, The Explorers and MEGOGO.

Designed to optimize brightness and maximize contrast ratio, 8K HDR10+ is reported to “make bright areas brighter and dark areas darker,” per Samsung. The feature is available on UHD TVs and 2019 8K TV models, including Samsung’s QLED TV lineup.

“With HDR emerging as one of the most important technologies for ultra-high picture quality, our HDR10+ format enables every image to be accurately displayed on screen just as the creator intended,” said Hyogun Lee, executive vice president of the Visual Display Business at Samsung. “We will continue to strengthen our industry leadership through establishing partnerships with top streaming service providers and equipping our televisions with the technology needed to support the world’s first 8K HDR10+.”

In addition to the three streamers announced, Samsung says that it has lined up more streamers that will adopt the 8K HDR10+ technology in either Q4 2019 or Q1 2020. Confirmed streamers include Rakuten TV, Deutsche Telekom’s Magenta TV and Videociety. French OTT service Molotov is also reportedly considering the Samsung technology.

LAS VEGAS—Four major consumer electronics companies this week at the 2019 International CES announced the formation of the 8K Association (8KA) with a variety of stated goals, including the promotion of 8K televisions and content.

The founding members include Hisense, Panasonic, Samsung Electronics and TCL Electronics. Samsung Display is in the process of joining the association.

The companies recently signed a memorandum of understanding to advance their common vision, the association said.

“The 8K Association will not only provide an effective introduction to 8K technology but will also accelerate the beginning of the 8K era,” said Hyogun Lee, executive vice president of Visual Display Business at Samsung Electronics. “By leading the early stages of ecosystem development, Samsung will further solidify its global leadership in the 8K market.”

Besides promoting 8K TV and content, the association will: educate consumers and professionals about the 8K ecosystem; work to secure 8K content for members; encourage OTT and other content distributors to develop 8K offerings; facilitate communications towards promoting commercialization of 8K; develop initial technical requirements for 8K input signals; and develop 8K categories and minimum image quality specifications, 8KA said.

[Read: CES 2019 TV Intros: Go Big Or Go Home]

The early focus of the association will be to support early commercialization and adoption of 8K TVs.

Japanese state broadcaster NHK has actively pursued 8K technology development, production and distribution with the goal of delivering the 2020 Olympics in the 8K resolution. 

Michiko Ogawa, Executive Officer of Panasonic noted the December 2018 launch of 8K satellite broadcasting in Japan, adding that “Panasonic strongly expect[s] this association will lead the 8K ecosystem creating both business opportunities and consumer benefits.”

More information is available on the 8K association website.