Samsung Electronics Co. said Thursday it has joined forces with US retail and entertainment giant Amazon.com Inc. for High Dynamic Range technology to deliver quality video content through its televisions.

Under the agreement, the South Korean tech giant plans to provide quality video content through its TVs with Amazon Prime Video, which has clients in some 200 countries.

The HDR technology allows screens to deliver vivid displays by optimizing brightness depending on colors, boasting improved screen quality.

Samsung said the latest agreement centers on promoting what it calls the HDR 10 Plus technology, which is a development from the previous technology standard of HDR 10.

Samsung and Amazon clinched a similar agreement in 2015 based on the HDR 10 technology.

The latest models of Samsung Electronics' QLED TVs and UHD TVs will provide video content through the Amazon app based on the HDR technology.

Samsung said it will continue steps to expand the ecosystem of the HDR technology with various business partners. (Yonhap)