Is this something that everyone is doing? if not why?
Not everyone uses this technique. I have first hand knowledge that some of those who do include: the Imaging Science Foundation; the National Institute of Standards and Technology (NIST); Industrial Light and Magic; Joe Kane Productions; THX, Ltd.; Universal Studios; CNET Labs; DisplayMate Technologies; Microsoft Corp.; Zombie Studios; Image Entertainment; Golden Era Productions; Electronic Arts; Runco, International; CinRam International; Efilm Digital Labs; Widescreen Review; Home Theater Magazine; HiFi Video Test Magazine; etc.
Why does everyone not do this? Mostly ignorance. The viewing environment and the viewer are two vital components in every video display system that are seldom sufficiently understood. This is true as much in the professional ranks as among consumers. The educational efforts of Joe Kane Productions and the Imaging Science Foundation have only made limited headway in the motion imaging industries.
Human perceptual characteristics, as they relate to electronic imaging, are not readily understood by many. However, image perception and viewing comfort are just as valid a part of a system's performance as any of the more familiar hardware specifications. Viewing conditions can enhance or diminish the performance of any video display system.
The simple fact is, no video display can produce it's best image in anything other than a darkened viewing environment. Ambient light reflects off of even the best anti-glare TV screens. Light actually enters and travels throughout screen composition materials. Room lighting, insufficiently shaded windows and reflective surfaces in the room contaminate the picture being produced.
Darkening the viewing environment for most free-standing TVs will result in eyestrain. This is due to the overly bright displays in common use. Manufacturers know that the masses expect a reasonably watchable picture from their TV in a fully lit room. They build TVs to overcome high ambient lighting levels. The result is distorted pictures and very bright screens. Dark room viewing allows for better image reproduction but usually necessitates bias lighting to prevent viewing fatigue and eyestrain. The Society of Motion Picture and Television Engineers (SMPTE) and the International Organization for Standardization (ISO) both specify that any ambient lighting used in critical video viewing environments be as close to CIE D65 as possible. They also recommend other viewing environment conditions but this post is getting too long as it is.
Best regards and beautiful pictures,
Alan Brown, President
CinemaQuest, Inc.
"Advancing the art and science of electronic imaging"