 When it came to TVs at CES this year, one catchphrase stood out, high dynamic range. HDR content and equipment means brighter, more vivid images with better color reproduction than you've ever seen at home before. 4K UHD might be cool, but with HDR it's stunning, and Panasonic, LG, Samsung, and Sony all highlighted it during the week. If the idea sounds familiar, it's because another company was already showing it off last year, Dolby. With Dolby Vision, the company presented a complete solution, starting with the way Hollywood filmmakers master the material and running all the way to the televisions themselves. The demonstrations were insane, so it's no surprise that high dynamic range has become a marquee feature. Yet none of the big manufacturers that talked about HDR this week signed up for Dolby's program. It's a question of standards, and nobody agrees just yet. Dolby is interested in a system that will work for today's TVs and the brighter, more colorful ones that will come in the years ahead. Other HDR specs are focused more on what's available today, and customers could conceivably find themselves dealing with a changed spec in just a few years. With so many competing interests, it's no wonder that Dolby and other companies felt the need to announce the UHD Alliance to straighten things out. But they're not meeting for a couple of months, and meanwhile 4K TVs are already on sale. The whole thing makes Blu-ray versus HD DVDs sound like a well thought out strategic plan, but there is a solution. Follow the company that's playing the long game. Dolby doesn't sell products at your local Best Buy. Last year, 90% of its revenue came from licensing. The only way it wins is by creating a comprehensive ecosystem that works for customers, filmmakers, and manufacturers. And when studios and companies have demonstrated that they have a hard time making it all come together on their own, Dolby's kind of thinking is exactly what's needed. Granted Dolby is just one company, and HDR is just a small part of the overall UHD equation, but nobody is pushing audiovisual technology forward aggressively as Dolby is right now. So when Sony, Samsung, and the rest of the UHD Alliance ask themselves what they should do next, perhaps they should ask a different question instead. What would Dolby do?