Move over Dolby Vision 2. Samsung has just announced HDR10+ Advanced, a next-generation upgrade to the open high dynamic range (HDR) video standard, the big question now is who will wein an emerging slugfest between the two.

Designed for the next wave of ultra-bright, high-colour-depth TVs, the technology was unveiled during an exclusive media briefing at Samsung’s headquarters in Suwon, South Korea, and I got an early look at what’s on the cards.

Like Dolby Vision 2, HDR10+ Advanced features a raft of visual embellishments, including AI-powered tone mapping, genre-based optimisation, Intelligent Frame Rate Conversion, and adaptive gaming enhancements.

The development comes after Dolby dropped Dolby Vision 2 onto a surprised industry at IFA 2025, marking an intensifying race between the

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