Why Dolby Is Partnering With Netflix On AV Technology


If you’ve been to a movie recently, some
of these logos might look familiar. The name Dolby has become synonymous with entertainment. For years, it’s outfitted theaters with its audio
technology. It played a major role in developing stereo and surround sound and making the technology ubiquitous in theaters and consumers homes. Dolby played a big part made a big part in defining what movie going audio was. Although we largely
associate Dolby today with movies, the company actually got its start in audio
noise-reduction. Dolby was started by Ray Dolby in the 1960s with the idea that he
could fundamentally improve the performance of tape recording. The
challenge with tape was that it was noisy and Ray figured out how to make it
less noisy which improved performance but also enabled people to get more
tracks on a single piece of tape. If you know the song Bohemian Rhapsody that was an example of a song that was really made possible by the fact that you could
get multiple tracks on the same piece of tape and build up a new way of using
sound and building a sonic soundscape. Dolby’s noise reduction technology
became a commercial success and quickly became the standard on audio cassettes
and solidified Dolby’s place in the industry. Today, Dolby is everywhere . If you go to a theater, its sound encoding technology
enables the surround sound. When you pick up a DVD or blu-ray you’ll find the
Dolby logo on the back that’s because of its Dolby Digital audio compression
technology, which was also used in all HD broadcasts in the U.S. Since it was
founded 50 years ago, the company has grown to a market cap of $7 billion
and brings in over a billion in revenue annually. With over 8,000 patents on its technology, 90% of Dolby’s revenue comes from licensing
that technology to content creators and OMS. Dolby’s latest focus is on two products Dolby Atmos and Dolby Vision. We had the idea that rather than just adding more channels, we could take a big step forward by now representing
audio in three-dimensional space. Dolby Atmos is a paradigm shift in how
sound works. Traditionally multi-channel sound has
functioned as groups. Dolby Stereo, which was Dobly’s first cinema sound technology, worked with four channels. A left and a right channel as well as a center and
surround channel for speakers in the rear of the theater. The 5.1 setup of
Dolby Digital features six channels: center channel dedicated the dialogue,
left and right channels to music and sound effects, one channel to the
subwoofer and left and right rear channels tosound effects. With Dolby
Surround 7.1, it expanded upon this again by adding another set of left and right
channels. Most every film released today is mixed in Dolby Surround 7.1. Atmos
instead works in a spatial capacity. Allowing up to 128 audio tracks to be
distributed around all the speakers in an auditorium. This creates a more
immersive sound experience for the audience .We realized with that evolution
when talking to theater owners and the people creating content for the movie
theaters was adding more channels wasn’t going to be enough of a step
forward in terms of the experience. So that’s ultimately where the germ of the
notion of Dolby Atmos came from. On the visual end of the spectrum is Dolby
Vision. Dolby’s partnership with AMC Theaters started in 2015 when they
started opening dedicated Dolby screening rooms with dual 4k Christie
Laser Projection systems for Dolby Vision.
The technology is Dolby’s version of HDR High Dynamic Range. The key evolution
with Dolby vision relative to traditional imaging technologies is
better pixels. Darker darks and brighter brights and colors that you’ve really
never seen before on a screen. HDR is another tool for the filmmakers to
further immerse the audience in their stories and this is as big a change as
SD was to HD. Moviegoers can experience this all packaged as Dolby Cinema. It’s
cinema concept that competes with the likes of IMAX and other premium
exhibition options. In partnership with AMC, the world’s largest theater chain, it
expanded the number of Dolby Cinema locations to a 100 earlier this year.
And just recently signed a partnership deal to increase the number of Dolby
Cinemas in China. But Dolby is also aggressively expanding
its technologies into our homes. We’re partnering with Netflix, with Amazon, with
HEE in China, all of the major content
delivery formats. Content creators are increasingly utilizing the format’s as a
way to make watching TV shows and movies more immersive.
One of the biggest adopters of the format’s is Netflix, which now has over
500 hours of Dolby vision content and over a hundred for Atmos and that
continues to grow every day. Was a great marriage with Dolby when they came out
with Dolby vision and Atmos we really saw those as opportunities to to level
up the quality of the picture and the sound and also to provide great
opportunities to our film makers and showrunners to tell stories in new ways
we’ve always wanted to show movies and TV shows as they were intended in the
highest quality possible. Dolby is betting big on Dolby Atmos and Dolby Vision becoming the new standard for audio and visuals, but as consumers we
may take for granted how much goes on behind the scenes to make our products
look and sound great. Dolby is one of the few companies in the
world has the patience to bring an experience like Dolby Vision and Dolby
Atmos to the world. Very often it takes a decade or more to actually fully realize
the vision of something like Dolby Vision in Dolby Atmos we had to
reimagine the tools that audio editors and sound designers would need.
Distribution partners and playback partners; we had to work with them to
evolve their distribution channels and our playback products to conceive of now
audio in three-dimensional space. The distinct advantage of Atmos of a
previous multi-channel audio is that content only needs to be mixed once and
can then play properly on many different devices, regardless of speaker
configuration. One of the reasons that content creators and content
distributors love Dolby Atmos on television is that they scale. They scale
all the way from the movie-going experience down to a mobile phone. The
fact that the technology scales benefits consumers as they increasingly watch
content on the go this is where Dolby is focusing its efforts next. Bringing the
same technology they use in theaters to all of our portable devices we’re not
ready to accept that portability always comes at the cost of a poor audio or
imaging experience. To integrate this technology into devices, Dolby
over a hundred labs to test and configure the optimal audio and visual
experience. We have very sophisticated labs where we’re able to in real-time
model out how an end consumer will actually experience Dolby Atmos and
Dolby vision and in an iterative way evolve the designs. Not all that
different from what launched the company back in the 60s, with Ray Dolby and his quest to fix recording noise. The engineers and teams that Dolby are constantly looking at ways they can enhance the content we’d love to watch. We’ve got 900,000 people which is just intrinsically working on getting the last decibel lot of sound performance making sure that
the video just looks a little bit brighter so even though we are small we
can really focus our talent and our intellectual horsepower on specific
elements and make an absolute difference to consumers, video, and audio. you you

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68 thoughts on “Why Dolby Is Partnering With Netflix On AV Technology

  1. This market is turbulent. A long term perspective can help retail investors through these times. Happy New Years everyone! 🙂

  2. The technology is there its just a matter of converting regular recorded audio into a more submerse Dolby experience.

  3. I have been in the Atmos theatre. While the sound is an improvement, it not worth the $17 price tag (Double of prime admission) you have to pay for. A family will go broke on it.

  4. This is one of the best ads I have ever seen. They don't even mention the fact that this video is biased.

  5. Have Dolby atmos on my phone and compared to another top phone in the market the iPhone, it beats it out easily. So in that regard I suppose job well done.

  6. The Dolby atmos on the Samsung Galaxy 9 series is the best sound Ive heard for a portable device, I like it better then LGs 32 bit DAC

  7. What a waste of time! The title is extremely misleading, with Netflix getting only a passing mention. This is nothing more than an 8-minute advertorial for Dolby.

  8. Make one here in the 'Philippines' please!!!! We have no IMAX .. please make it happen.

    P.S. Here in Palawan please.. Its where I live 😁

  9. Dolby: Charging Licensing fees wherever they can.
    Nope, I'll sooner support HDR10 over Dolby Vision.

    Support open standards!

  10. Dolby Atmos cinemas in Metro Manila, Philippines only costs $6 per ticket. We have a lot of those across the city. I love the Dolby Atmos and IMAX theaters in Manila. The lazy boy seats with unlimited popcorn costs about $8 which open almost 24 hours in large casinos.

  11. On a home theater Dolby sounds good but on my Turtle Beach and my astro a50 gaming headsets, Dolby surround doesn't really impress very much. It's virtual sound I guess. If they can't get that right then mobile is nothing to get excited about.

  12. Maybe we don’t want over the top dolby audio on every device we own. There’s a certain novelty of enjoying the experience at a cinema.

  13. … I hate when they use all these fancy ways of describing it. FAM! You're just making it sound a little better. Stop trying to sell it like it's the next best thing. Come back with real results not an ad 😒

  14. I LOVE Dolby Atmos, but most movies dont use it… Blade Runner 2049 was amazing, Fantastic Beasts, Star Wars…. all didn't do anything with it. Aquaman did a bit with it :/
    They should train the sound mixers more to actually use it

  15. As a long term hard of hearing person, High frequency and 45 dB loss even with adjustable hearing aids and Bluetooth assist I wouldn't know great sound if I heard it due to the brain function cause of my loss.

  16. I just love watching ads posing as news content on youtube. I even had to watch a pre-ad before the real ad. Goodbye CNBC Channel.

  17. Dolby will end up like Kmart if it doesn't shift from theatre-centric sound system to something affordable and applied day-to-day
    Movie theatres are already bracing the end of the line with streaming services on the rise. Dolby should too.

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