According to recent reports, Google is working on alternatives that can take on the Dolby Atmos 3D and Dolby Vision HDR audio technologies.
And the most exciting part is that these alternatives are said to be entirely free. It seems like Dolby will not be in a good position in the future!
The reports stated that these royalty-free products from Google are under Project Caviar. And with this project, the tech giant aims to eliminate the licensing fee that brands and manufacturers need to pay to Dolby to use its technologies.
And as you can guess, Google is helping a lot of other key players by taking the licensing fee out of the equation.
These alternatives can help major brands, such as Sony, LG, and Samsung, lower the prices of their AV products. In other words, home cinema solutions in the future could be more affordable.
But the thing is, that might not actually happen as the brands could keep the profits. By doing so, those brands will have more budget to reinvest in upcoming devices they might have cooking for their home cinema range.
Google does not have the cachet of Dolby in the AV area. However, the brand has a high level of prominence for its other services and businesses.
Due to that reason, people looking for home cinema or home theatre devices will not think twice about buying something that has the technologies of Google.
Earlier this year, the brand shared its plans with hardware manufacturers. Although it did not mention Dolby during the presentation, Roshan Baliga, the group product manager, stated, “We realized that there are premium media experiences where there aren’t any great royalty-free solutions.”
He further added that the brand plans to create “a healthier, broader ecosystem” for high-end media experiences.
Another interesting thing about Project Caviar is that the original plan was to apparently amp up the AV skills of YouTube. The platform does not support Dolby Vision, nor does it have Dolby Atmos compatibility.
But now it is clear that the tech giant is aiming to compete with the paid-for technologies that Dolby is offering to the hardware manufacturers.
That said, Google is not the first brand that is trying to get the upper hand over Dolby in this area. Samsung developed the HDR10+ to avoid licensing fees for Dolby Vision.
Now, although Samsung is offering the HDR10+ to other manufacturers as a royalty-free technology, it did not boom as Dolby Vision. But will the case be the same for Google? Only time can tell!
Slava is a man of mystery and no-one seems to know exactly where he is at any point in time. When he isn't enjoying writing about all things audio and technical he can be found researching his next project of interest. The man never rests.