High Dynamic Range (HDR) is becoming available on many of the latest 4K Ultra HD TVs, and Netflix and Amazon have been using it as a selling point to help run up their subscription video-on-demand (SVOD) numbers. The technology permits viewers to see pictures that are closer to what a content creator intended, and thus it can be argued that it allows purer access to what some call “artistic intent.” But all the high-minded ideals around creativity won’t do a lick of good if confusion in marketing and consumer messaging around HDR bewilders consumers.

Those are some of the suggestions included in a newly released report from Strategy Analytics, “High Dynamic Range TV: Content and Technology Implications.” The research also reviews some of the HDR technologies vying for supremacy including Dolby Vision, HDR10, and HLG (Hybrid Log Gamma), which was originally developed by the BBC. The Strategy Analytics report concludes that HDR10 has already become the leading standard, and HLG will also become widely adopted during 2017, while Dolby Vision will remain as a premium HDR option.

“HDR allows content creators to get closer than ever before to delivering artistic intent,” David Mercer, principal analyst and the report’s author, says. “But they still have to decide which technologies to use and understand the different ways HDR is implemented in consumer TVs.”

Since TV manufacturers are describing HDR in a wide variety of ways, and because there are many differences in the capabilities of HDR-enabled TVs, the chance that consumer confusion is high remains an issue.

“HDR ultimately raises the question of what artistic intent means and whether there is a single technology that can deliver it,” Mercer notes. “The creative community is only now beginning to explore the potential for HDR to transform the video experience and its impact on viewers.”