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JOHANNESBURG, South Africa – 27 September, 2016 – Samsung Electronics is continuing its reign as the leading home entertainment brand by adding an HDR+ firmware update to all of its 2016 SUHD TVs with Quantum dot display. The firmware update is designed to enhance High Dynamic Range (HDR) quality to its highest picture quality capacity, even if the source isn’t in HDR format.

As part of Samsung’s 2016 SUHD TVs with Quantum dot display, HDR is an essential element in the new era of UHD TV viewing. HDR makes bright areas of the screen look even brighter, allows the TV to display new colours and significantly expands the range of the contrast ratio on-screen.

“The HDR+ function offers an exceptional HDR viewing experience to all 2016 SUHD and UHD TVs consumers,” says Matthew Thackrah, Deputy Managing Director at Samsung South Africa. “We’re thrilled to share this latest advancement with our customers to access directly on their 2016 SUHD TVs. Samsung is bringing the highest form of picture quality right to their living rooms.”   One of the biggest benefits of HDR+ is its ability to upgrade Standard Dynamic Range (SDR) content to HDR-like picture quality, allowing viewers to enjoy all of their favorite content in the highest picture quality possible.

With HDR native content, HDR+ also uncovers previously hidden images from darker content scenes, supplementing the level of brightness to express objects distorted by darker shadows. For brighter content scenes, HDR+ increases the level of contrast ratio to differentiate objects from the background, while still depicting more image details on the screen for an overall better picture.

“Features designed specifically for picture quality experts have also been enhanced with HDR+,” continues Thackrah. “In ‘Expert Mode’, picture quality experts can customise HDR effects to suit individual users by calibrating brightness, contrast ratio and gradation to the finest degree.” These settings can be accessed within the ‘Picture - Special viewing’ mode options, where HDR+ is activated.

This feature will only be activated when your SUHD TV is set to display in Movie Mode and the automatic upgrade is currently available for all 2016 SUHD TVs and will be accessible for all HDR-compatible 2016 UHD TV models from September. “This is another example of how Samsung continues striving to offer consumers the best and most premium immersive TV viewing experiences ever – an ethos we proudly reinforce through our ten year global leadership position as the number one TV brand,” Thackrah concludes.

About Samsung Electronics Co., Ltd. Samsung Electronics Co., Ltd. inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, cameras, digital appliances, printers, medical equipment, network systems, semiconductor and LED solutions. For the latest news, please visit the Samsung Newsroom at news.samsung.com.

For further information, please contact:Caitlin RobertsonJake Griffioen Epic MSLGroupSamsung Electronics South Africa011 784 4790 | 011 549 1646 | 081 304 2697 | 071 671 2052Caitlin.robertson@epicmslgroup.com | Jakes.g@samsung.com