Ultrahigh-definition television (UHDTV) is now being studied as the most promising candidate for next-generation television beyond HDTV. It consists of extremely high-resolution imagery and multichannel 3-D sound to give viewers a stronger sensation of reality. Various aspects should be taken into account when determining UHDTV image format. Of those, it is believed that user visual experience is some of the most important aspects to be considered. This paper describes the studies conducted on the relationship between image format and visual experience of UHDTV.