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Full-gamut color refers to the ability of an LCD device to display the entire range of colors available within 100% overlap of a color space defined by the content creation community. Examples include NTSC, Rec. 709, Adobe RGB, and DCI. While many consumer display announcements refer to “wide-gamut color,” expected performance and picture quality benefits are ill-defined. Foggy definition of color-gamut results in new products with disappointing partial-gamut color, and in confused consumers whose preferences and willingness to pay for color are difficult to discern.

While the pressure to respond to improved picture quality extends beyond color-gamut (as we are seeing in the current 4K UHD resolution battle), powerful market forces will inevitably punish LCD TV brands that fail to provide full-gamut color experience. Competition is rapidly expanding for LCD technology suppliers, with players entering from new geographies, and threats remaining from alternatives such as OLED.

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