Wonder why the prices of 4K TVs continue to plummet? There’s new marketing lingo heading for CES in Las Vegas this week. HDR. Excuse me, HDR-Plus for the new LG 4K TVs.

Last year’s CES was all about 4K. And it carried over into my living room. Yeah, I was a sucker and got pulled in by the ridiculous rows of 4K TVs at Sam’s Club. Damn Netflix never looked so good.

We are in an attention deficit world. What was marketing speak last January is now writ large today. New terms. New marketing. Better TVs? That’s the hope from LG and other television manufacturers as companies rush to differentiate themselves in the crowded market.

Enter HDR

You might be wondering where you’ve heard the term before. Likely spot? Photography. HDR, or high dynamic range, refers to a technique in both imaging and photography that is used to create a greater dynamic range of luminosity.

The goal is to present the viewer with the same range of luminance the human eye can perceive.

What the hell does that mean for your TV? Put simply, better color and picture quality.

LG is just one manufacturer entering the HDR fray with what the company calls HDR-Plus. It combines LG’s current Color Prime Plus – uses a filter to replicate cinema-quality color – and Ultra Luminance for better contrast ratio. Right…

The company wants you to think its HDR-compatible TVs are better than anything else on the market. At CES, the company is bringing three new 4K LCD models – UH9500, UH8500, and UH7700. Sizes range from 49 to 86 inches. And now I want an 86-inch TV.

Damn it LG. Bigger Desk Needed for 38-inch Curved 4K Monitor

Pricing? The company has a press conference for those details set for Tuesday at 8 AM PT.

LG 4K, HDR and 8K?

Fans of CES can rest easy. There will be giant TVs that are outlandish in that ‘if I ever won the Powerball’ kind of way. LG won’t be disappointing in that department. The company is bringing the 98-inch 8K UH9800. The adage of if you have to ask applies when it comes to price.

LG set to unveil new 4K HDR and 8K tvs at CES

For HDR to be more than a marketing term, it needs content. 4K enjoyed a similar CES push, and it grabbed the content to push it into our homes. Streaming services like Amazon and Netflix jumped onboard quickly with original content. YouTube also supports the resolution. Want to see your data cap get obliterated? Binge Netflix in 4K.

Evidently Comcast had a moment of weakness and increased my data cap from 300GB to 600GB. And I still pushed past it. What can I say? I have a problem.

HDR is going to need the support of the streaming services to push the term in widespread adoption. LG can push all the marketing slogans the company wants. If LG wants to sell more TVs than last year, it’ll need the help of Netflix and others.

It’s not just LG. Sony and Samsung have already moved to update their newer TVs with the compatibility. CES will see every TV maker pushing HDR as the next must-have tech in your living room.

Cinema-quality color and picture at home? I’ll take it with a service that gives me same-day releases for blockbusters at the house. Let me have my dream.

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