Advanced super dimension switch(ADS) technology have many advantages, such as high resolution, high transmittance, low power consumption, wide view angle, high aperture ratio, low color shift, no push Mura, etc. Compared to VA(Vertical Aligned) mode, low contrast ratio is the disadvantage of the ADS mode. New pixel design & new LC(Liquid Crystal) for CR(Contrast Ratio) improve ment, is proposed in this paper. By using high transmittance pixel design, L255 luminance is improved and L0 has no change， the CR is improved by 8.3%(Test on 55UHD & 49UHD Product). By developing low scattering LC, L0 luminance is decreased and L255 has no change, the CR is improved by 22%(Test on 49UHD Product). CR is totally improved by 30%.