Google wants to kill off Dolby Atmos and Vision with free versions instead
Do we need 3D audio in addition to HDR on TVs?
Google is planning to launch a new and improved interactive series of HDR and Dolby Atmos 3D audio. The company is working to persuade manufacturers to support the new feature, but Project Caviar will be ready sometime in 2020 or 2021.
Dolby Vision and Dolby Atmos are both excellent formats for the best 4K TVs, soundbars, and other TV accessories.
Google is pushing for adoption of these formats in hopes that manufacturers do not have to pay any fees. Dolby Vision would cost up to $3 per device, and Dolby Atmos has no quoted price.
Dolby Vision is not the only competitor with HDR10+, there is also HDR10+.
Google focusses on YouTube. To date, it supports one HDR option (HDR10) but not two other HDR options (Dolby Vision or HDR10+). It does not support the 3D audio standard – Atmos is the best supported option of the two that are in use.
Samsung supports Dolby Vision and Dolby Atmos, but that’s just about it in the Android phones. Google hopes to persuade Netflix and Disney to support the new formats so they can have the same quality of HDR and audio on all Android devices.
Future of Dolby Atmos & Vision
Google is aiming to remove tech jargon in their new technology by making the details easy for everyone to understand. The company plans to make sure that Google Media will be easily understood by people so they won’t need a degree in tech to figure out how it works.
One of Google’s main goals when developing their new formats is making use of existing technologies. The company plans to use AV1 video codec and HDR10+ support, both of which are available for manufacturers to implement.
Google is said to be looking into a new 3D audiot technology called Multi Dimensional Audio, which is being used by their competitor. I suspect they will implement this tech in an audio file type.
With this new approach, a software update may be all that is needed to support Google’s newly-combined technologies. All of the hardware needed for this is likely in most TVs, so it should only require a software update to support it on most televisions.
Google’s plan is to group all of their tech into a single “umbrella brand” so that they are easy to identify as HDR, Dolby Vision, and Dolby atmos. You won’t have to know some of the technical terms mentioned if you were simply called by another term like HDR Sight or Dolby Atmos.
Giving your video a recognizable name is an effective way to keep people interested in it. You can avoid weird acronyms and naming conventions so that your customers will remember the videos without having to reference them again.
Why Dolby Atmos and Vision might be too expensive
There’s no good reason for Dolby to be the only one offering quality audio and video in products, so I’m pleased Google has come up with a plan. Hardware makers will now be able to avoid Dolby fees while still delivering high-quality audio and video.
However, Dolby has been left to cement the idea that its formats are the best way to watch movies and TV. Dolby doesn’t charge streaming services to use Dolby Vision or Atmos, and so they’re in use on Netflix, Apple TV Plus, Disney Plus, Pioneer Plus, and more. Dolby has totally embedded its name as the thing you need if you want the best quality from movie and TV.
Google is facing an uphill battle when it comes to name recognition and desirability. Their formats will face the challenge of being less desirable or popular than Dolby’s. Even if they’re as good, people will find Dolby to be better.
Google is rolling out free alternatives to Dolby Atmos and Vision
Amazon Prime is a holdout against Dolby Vision, and now it’s starting to support Dolby Vision.
With different versions of videos already on YouTube, it will be easy for Google to persuade streaming services to support it. However, studios and directors will not want to remaster movies for HD or Hi-Definition in preparation.
Google has provided 3D Audio support in the new Android operating system, but it may not be compelling enough to convince people to buy a new phone.
Google’s new initiative would use technology that current devices are capable of supporting. However, due to the cost and effort required, it may not be feasible for companies to support Google’s new initiative in the near future.
I think google could produce better AI than humans.