Samsung showed me its secret HDR10+ Advanced TV samples - and I'm nearly sold

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ZDNET's key takeaways

• Samsung just launched HDR10+ Advanced to optimize older content for newer TVs.
• New features include brightness boosting, adaptive motion smoothing, and better gaming performance.
• The simulated demo is a teaser for what's to come in 2026.

There were two 115-inch Samsung Micro RGB TVs set in front of me, one broadcasting in the HDR10+ format that our eyes have grown accustomed to over the years, and the other simulating the upcoming HDR10+ Advanced standard. The difference, as the time gap should suggest, was almost immediately noticeable.

Ahead of CES 2026, Samsung showcased 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 technical ...