Samsung showed me its secret HDR10+ Advanced TV samples – and I’m almost sold

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ZDNET Highlights

• Samsung recently launched HDR10+ Advanced to optimize older content for new TVs.
• New features include brightness boost, adaptive motion smoothing, and improved gaming performance.
• The simulated demo is a teaser of what’s to come in 2026.

two were 115 inches samsung micro rgb tv The sets in front of me, one broadcasting in the HDR10+ format our eyes have become accustomed to since 2017, and the other emulating the upcoming HDR10+ advanced standard. The difference, as the time lag shows, was noticeable almost immediately.

Ahead of CES 2026, Samsung demonstrated HDR10+ Advanced, the next generation of the open-source HDR10+ standard, which optimizes digital content for both the latest super-bright TVs and those yet to come. The company invited me to its Suwon campus in South Korea to see the technological upgrades up close, and I left the demo feeling excited for next year’s crop of TVs.

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In particular, upcoming Mini-LED and Micro RGB models – which typically output over 1,000 nits, which is brighter than most master films – should actually be able to adopt the new HDR standard. And while it’s easy to compare HDR10+ Advanced to Dolby Vision 2, which was announced at IFA Berlin just a few months ago, there are several features that set it apart. Here’s the breakdown.

1. It’s all about accuracy

The simulation demonstrated how the new HDR standard takes advantage of brighter, more color-accurate TVs by effectively reproducing the wider dynamic range and color volume intended by content creators. Samsung calls it HDR10+ Bright.

This is achieved by feeding the TV with scene-by-scene dynamic metadata that guides the display’s processing to optimize brightness and color, resulting in a more immersive viewing experience.

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To further assist with local dimming, especially on the more capable RGB Micro LED models (by Samsung) and RGB Mini-LED models (by Sony, TCL and Hisense), which can sometimes experience unwanted light blooming, a new Local Tone Mapping feature allows the TV to more accurately analyze the image, giving far better control over the local dimming zones of the Mini-LED backlight.

In the demo video I watched, subjects that would otherwise lose detail in darker scenes — like the buttons and toggles in the center consoles of the cars above — instead appeared brighter with the higher contrast. Texture and hair detail were also more distinct on the HDR10+ Enhanced sample.

Finally, manufacturers can now submit their color grading data directly to TV manufacturers, ensuring that their mastering intentions are accurately reflected on the consumer’s screen. If this system works reliably, it represents a significant win for directors and colorists.

2. Gamer’s Paradise

There are some notable benefits that HDR10+ brings to advanced gamers and entertainment lovers. For one, HDR10+ intelligent gaming enables the TV to adjust the tone mapping of supported cloud gaming services based on your ambient lighting. If you’ve ever found yourself wandering for details in titles like this, this is a big win. dark Souls And batman: arkham At night, general visibility should see improvement.

Similarly, HDR10+ Genre detects the genre of what you’re watching – whether it’s a moody drama or live sports – and adjusts picture settings for optimal viewing.

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Motion smoothing is a fairly controversial topic among ZDNET’s TV experts, but features like HDR10+ Intelligent FRC, which behaves similarly to Dolby Vision 2’s Authentic Motion, seem like a step in the right direction. Instead of forcing continuous motion to be smooth, producers may suggest adding frames on a scene-by-scene basis.

From what I observed, selective motion smoothing is best appreciated during panning shots, which usually have a judgmental effect as TVs don’t match the recorded frame rate of the content. The switch-up was not irritating to the eyes, and I expect the technology to adapt to the visuals will improve over time.

3. Who is (for now)

While the HDR10+ Advanced demos I saw were simulated, they offered a compelling vision for how modern content consumption will change. Importantly, this advanced technology offers consumers a practical way to maximize their high-end TV investment, particularly by taking advantage of the display’s powerful processing and granular local dimming capabilities.

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The big question now is how will the upcoming format battle: HDR10+ Advanced compare to Dolby Vision 2? This matchup is likely to dominate discussion at future trade shows, especially CES.

Early momentum is certain: Samsung has already secured a buyout from streaming giant Amazon Prime Video, and widespread adoption by other major content studios will be a sure measure of success.

exposure: Kerry Wan’s travel expenses to South Korea were covered by Samsung, a common industry practice for long-distance trips. The judgments and opinions of ZDNET writers and editors are always independent of the companies we cover.