The neuropsychological study – ‘Screen Sensation: The Ultra HD Effect’ – examined the physiological affects of watching UHD TV versus Full HD TV, in order to highlight the technological advancements of the Samsung SUHD TV range. Full HD (also known as 1080p), has over five times as much picture information as standard definition TV, and Ultra high definition (UHD) televisions are capable of displaying pictures with four times the detail of Full HD. The participants, aged 18-65, had electrodes attached to their scalps and were monitored via electroencephalography (EEG), electrodermal activity (EDA) and heart rate. The subjects watched footage from leading content streaming service Netflix and a European high profile football match, all in UHD and HD. To ensure impartiality, the brand of TV was concealed during the study.

The results proved overwhelmingly that UHD TV was more ‘immersive’ than Full HD TV due to a combination of increased approach motivation (a measure associated with being attracted towards something), visual processing and beta power (a measure associated with active thinking or concentration). Immersion is highly increased during experiences like riding a roller coaster, buying a new product or going out on a good date. The fact that watching Samsung SUHD TV increases immersion suggests that it offers a more positive and rich viewer engagement than watching content on a Full HD screen.

The results will also please armchair football commentators, who will be able to feel more like a referee on the pitch, never missing an offside position again. Participants experienced 62 percent higher levels of visual processing when watching football on UHD TV, meaning that the brain is using more of its capacity to process visual information. In turn this mental function delivers a more detailed and richer representation of what’s really happening on the pitch.

During the study, subjects felt 25 percent more ‘in the moment’ when watching something for the first time on the Samsung SUHD TV. Subjects felt more ready to react to what was on the screen, more focused, attentive and concentrated – perfect for action film fans, who want their viewing experience heightened.

Neuropsychologist Dr. David Lewis, Chairman of Mindlab International says: “Ultra High Definition TV is a quantum leap in terms of viewing experience – this has been proved by the research we carried out for Samsung. It’s incredible how advancements in technology can create these significant physiological responses and is changing the way we experience content and entertainment.”

Other findings include:

Participants were significantly more drawn towards content on UHD screens compared to Full HD screens (20 percent difference) – creating a positive emotional reaction.

When watching clips for the second or third time, people watching on UHD screens were more drawn to them than those watching them on HD screens (29 percent difference).

Michael Zoeller, Vice President, European Head of Visual Display at Samsung said: “From global sporting events, to highly anticipated TV series, to blockbuster films, people want to experience the huge variety of premium TV content available on bigger, brighter, crystal clear screens. Samsung is at the very forefront of evolving TV technology, offering the most breath-taking viewing experience possible, in the comfort of people’s homes. This research underlines the power of watching premium quality content on a technologically advanced television, like a Samsung SUHD TV.”

Neil Hunt, Chief Product Officer at Netflix said: “Ultra High Definition is challenging people’s expectations on the quality of television and our own programming is reflecting the leaps forward in picture quality, depth, detail and colour. The reality of TV is becoming sharper, making entertainment more immersive and enjoyable.”

This study was conducted in MindLab’s laboratory, based out of the Sussex Innovation Centre in Brighton, from 26 to 28 October 2015. Twenty-four participants aged between 18 and 65 years old (with an average age of 36) participated in the experiment. They had all watched television at least twice in the last month. Twelve of the participants were men and twelve were women

Article courtesy of: Samsung Tomorrow 

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