Dolby Vision/Atmos encounter challenges: Google to launch alternatives, mostly free-scripttoolbox.com

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Dolby Vision/Atmos encounter challenges: Google to launch alternatives, mostly free

time：2023-04-02 09:50:43 source：scripttoolbox.com author：Monitor

Dolby Vision/Atmos encounter challenges: Google to launch alternatives, mostly free

If the most successful advanced video formats and audio formats are today, it is undoubtedly Dolby Vision and Dolby Atmos from Dolby. At present, these two audio and video formats have become the most common mainstream formats for streaming media, movie Blu-ray discs and home games, and Dolby has also made a lot of money because of panoramic sound and Dolby Vision. But now it seems that Dolby, the two advanced audio and video formats, will encounter the biggest challenge after its birth. Google has planned to replace these two formats with other audio and video formats, and Google's plan is to be open and royalty-free. Google shared its plans in a closed-door meeting with hardware makers earlier this year. And Google's presentation video has leaked out. Simply put, Google believes that for users to have a better multimedia experience, they need to use a great royalty-free format. Google's plan is to introduce an open and royalty-free HDR video format and 3D audio format to replace Dolby Vision and Dolby Atmos. The reason why Google has such an idea is that Dolby itself makes a lot of money from licensing this part. From what we know, devices that use Dolby Atmos and Dolby Vision cost money to purchase licenses from Dolby. Every device that supports Dolby Vision, including TVs, Blu-ray players, and other boxes, pays Dolby a licensing fee of $1-$3, which is staggering when you include streaming companies. In addition, Dolby Atmos also requires a paid license, but it is not yet known how much each device will cost. For Google, this is a company used to seize the market first and then consider profitability, so Google hopes to use YouTube and Android as leverage to challenge Dolby's position. Google's tubing itself does not support Dolby Atmos and Dolby Vision, but only supports HDR10 and Dolby sound effects. In the Android ecosystem, Dolby Vision has never been such an important option. For example, most Android phones do not. Dolby Vision is supported, and only HDR10+ is supported. Of course, because content providers, especially streaming media manufacturers, support Dolby Vision, some Android devices will support it. Currently, among HDR formats, static HDR10 is free, while dynamic HDR formats only compete with Dolby Vision and HDR10+, of which HDR10+ is licensed by Samsung for free. Therefore, Google also wants to use the existing codec technology to create an environment for its ecology. For example, in the HDR part, the HDR10+ format is mainly used, so that there is no need to charge licensing fees from hardware manufacturers. Of course, the audio part is a hassle. There are not many audio formats comparable to Atmos. Even Apple's spatial audio often uses Dolby Atmos technology. As for DTS:X, don't even think about it... ...So it seems that Google intends to develop an immersive 3D audio format to replace Atmos, and the development of this format is not solved by Google alone, but handed over to AOMedia, an organization led by Google, of course, in fact It is equivalent to Google's own development. After all, other people in the organization, Amazon, Netflix, Samsung, etc., are more assisting in promotion. Of course, to challenge Dolby is a daunting task. Although Google can refuse to use Dolby technology in its own streaming media such as YouTube, other companies are just a joke. Except for Samsung, almost all companies will support Dolby Vision and Dolby Atmos, even Samsung. Dolby Atmos is supported. In terms of content sources, it is impossible for Google to force other companies to not apply Dolby's audio and video format, so Google can only make some articles on its own ecology and software as much as possible. In addition to currently using royalty-free audio and video formats on YouTube, Google plans to use a new royalty-free format when recording and capturing video on mobile devices. Apple can now use Dolby Vision to record video, and Google may add support for HDR10+ video recording directly on Android. Of course, for manufacturers, who they support mainly depends on the market. Now the Dolby Vision market is already very large, and it is impossible to give up. As for other formats, it is not a bad thing. Now many manufacturers are supporting the full ecological HDR format, so don't care. Google's attitude. It's hard to say when Google will start implementing this plan, and it is estimated that it will not be launched until the new 3D audio format matures. However, after all, Google controls the world's largest video website, and it will undoubtedly be a huge challenge for Dolby to kick off Dolby Vision and start anew. Of course, this is not a bad thing for users. Only with competition can we make progress and we can use better and cheaper equipment!

(Responsible editor：Computer machine)

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