Sign & Digital Graphics

February '18

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S I G N & D I G I T A L G R A P H I C S • February 2018 • 23 What's Next? Before we know it, 4K won't be the new kid on the block anymore and some other new-fangled technological wave will jump ahead of it. In fact, even today there are hints of the next generation of digital screen resolution. "We have already seen the intro- duction of 8 K and even 10K," notes Heberlein. "These are very limited in their offerings, and will continue to be so until both content and the economies of scale bring the pricing down consid- erably." Pratt cites a report from the Delaware-based Global Market Insights stating that "the market for 4 K display panels is expected to surpass $44 billion by 2024. That said, 8K is emerging from prototype to production and we should see these displays entering the market soon. At a resolution of 7680 x 4320 (or 4,320p), 8K is four times the resolution of 4K Ultra HD and 16 times that of 1080p. It might seem mind-boggling, but it's a technology that already exists, and manufacturers are already playing around with it." The technology continues to be developed because of the clamoring for the best quality, the clearest imagery, and the most functional screen displays. "Demand for high resolution across all displays is on the rise and attention is focused on the 8 K ecosystem ahead," adds McCullough. "Unfortunately, the high data rate required for connectivity makes achieving 8K resolution compli- cated. An 8K image may display up to 120 frames per second (fps), require a minimum of 10-bit color, and require the color sub-sampling 4:4:4, 4:2:2, or 4:2:0. This requires significant compression to distribute." So, let's not get too far ahead of ourselves. Right now, 4 K is a highly advanced, extremely useful technology in this industry. As Pratt states, "4K content is becom- ing increasingly desirable for retail digi- tal signage applications because of the wow-factor effect it has on consumers, especially when they're viewing products or product application details. While 4K digital sign will display content in a vivid light—the graphics will look amazing. 4K will capture attention, whether walking through an indoor store aisle or when from a far distance." Today, as we enter the realm of 4K resolution, we are seeing some very advantageous benefits for users and view- ers of screens. Sign makers should see this as a great opportunity to include this technology as part of a digital signage solution for years to come. SDG 4K content is becoming increasingly desirable for retail digital signage applications because of the wow-factor.

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