Dolby Vision was first introduced in the spring of 2015 as a new HDR (high dynamic range) standard, and up until now several movies supporting Disney Vision have been released in theaters, including Star Wars: The Force Awakens. At CES 2016, a handful of TV manufacturers including LG have also showcased their latest Dolby Vision TV sets, but interestingly enough, Samsung has yet to adopt Dolby Vision for its products. In fact, recent reports suggested that Dolby got in touch with Samsung Electronics and offered to supply the tech giant with its Dolby Vision technology. However, according to industry sources cited by Business Korea, Samsung Electronics turned down Dolby's proposal in favor of using its own HDR 10 solution.
Samsung Electronics continues to be one of the largest and influential TV manufacturers in the world, and for this reason, Dolby would have been in a very favorable spot if Samsung Electronics would have agreed to adopt Dolby Vision for its products. However, according to recent reports, Samsung Electronics has no desire in using Dolby Vision due to a number of things. For starters, the company now relies on HDR 10 – an open-platform HDR standard used by the UHD Alliance, formed in 2015 by Samsung, Netflix, Disney, and Technicolor. Furthermore, HDR 10 is an open platform standard, meaning that "manufacturers using it can properly respond to consumer's picture quality needs", according to the manufacturer. Samsung Electronics also added that using both HDR 10 and Dolby Vision in a single product would ramp up (double) the costs of TV and content production. Lastly, it may be that HDR 10 surpasses Dolby Vision in certain areas. In fact, while Dolby Vision has yet to achieve its target brightness of 1,000 nits, Samsung products using HDR 10 can top that figure. Furthermore, while Dolby Vision supports 12-bit colors, at the moment there are no 12-bit LCD panels available on the market.
Samsung also previously refused a request from Neflix to add a dedicated streaming button on Samsung-branded remote controllers, but egardless, at CES 2016 Neflix announced that the platform will support both HDR 10 and Dolby Vision, demoing Daredevil in Dolby Vision on a 4K LG OLED TV.