Google wants to introduce new media formats for i video HDR and for theaudio 3Dunder a new recognizable brand that acts as an alternative to Dolby Atmos e Dolby Vision. All without the companies seeking certification paying Dolby to get it. The project is internally known as Project Caviar.
Google wants an alternative to Dolby Vision and Atmos
According to Protocol reports, Google had already held a closed-door presentation with some hardware manufacturers a few months ago. Although it appears that the main focus for the company right now is YouTubewhich at the moment it does not support Dolby Atmos or Dolby Vision. But later he wants to extend open formats to the whole industry – the biggest push since he started working on royalty-free video codecs a decade ago.
In 2009, Google had already bought the company On2, to produce open source codecs. And it played an important role in the Alliance for Open Media, who developed i codec AV1 videos, also free.
This time, however, he wants to develop experiences HDR e 3D Audio to enrich the experience: a direct competition with Dolby.
Dolby invoices most of its revenue directly from the sale of licenses. On average, he asks 2 to 3 dollars for each TV with Dolby Visionwhile it is not officially known how much he asks for Dolby Atmos. Xbox asks for 1$ 5 for the license on the console, but the price Dolby pays should be significantly lower.
Other companies have already avoided using Dolby licenses. Samsung co-developed thealternative HDR10+ for your TVs and smartphones. But so far the license doesn’t have the same “perceived value” by users as Dolby Visionwhich instead use different distributors such as Netflix, Disney+ e HBO Max. The same goes for Dolby Atmoswhich with Apple Music and other services is becoming the de facto standard for three-dimensional audio.
Google has the ability to push an alternative with YouTube and with the many producers Android. But it remains to be seen whether users will appreciate the new standard. We will keep you updated on the matter.