Shulou(Shulou.com)11/24 Report--

Thanks to CTOnews.com netizens OC_Formula and Coje_He for the clue delivery! CTOnews.com, September 24 (Xinhua)-- Internet giants such as Amazon, Cisco, Google, Intel, Microsoft, Microframe Visionular, Mozilla and Netflix officially established Alliance for Open Media (Open Multimedia Alliance) on September 2, 2015. The alliance aims to create new opportunities for the next generation multimedia experience by developing new, open, royalty-free video coding standards and video formats. The first royalty-free format launched by the alliance is the AV1 video coding format. At present, both Intel ARC and NVIDIA RTX 40 series graphics cards have native support for AV1 codec, and the new graphics card to be launched by AMD will also provide native support, and the adoption rate of AV1 format is gradually increasing.

Now Google is looking to HDR and 3D audio standards. YouTube is the most popular video website in the world, Chrome is the most popular browser in the world, and Android is the most popular operating system in the world. Anything Google wants to launch can immediately have a sizeable user base of customers, servers and content, including video and web standards, and then just solve the problem of keeping up with some partners. This is how AV1 video codecs are promoted.

According to Protocol, Google is working on a Project Caviar plan to create a new royalty-free standard to replace Dolby Vision and Dolby Panorama through the Open Media Alliance. Dolby's old media business model relies on hardware makers' patent fees and the support of content creators, and the company's technology is deeply embedded in cinemas and Blu-ray films. Modern streaming companies like Apple are big supporters of Dolby technology. However, all this costs money, and a $50 streaming device such as the Chromecast will pay at least $2 in royalties to Dolby Labs if it supports Dolby Vision and Dolby Panorama, according to the Protocol report.

The biggest improvement of Dolby panoramic sound over the previous Dolby surround sound is the addition of the top sound channel to provide users with a stronger sense of encirclement in all directions. Dolby surround sound has only one plane 2D dimension, while Dolby panoramic sound adds a third vertical dimension, so it is called panoramic sound or 3D surround sound. Apple, Netflix, HBO Max and Disney + all support Dolby panoramic sound.

CTOnews.com learned that the new standard does not require the development of new codecs, and that Google's strategy is to standardize the way audio and video data are transmitted without paying Dolby and branding it to compete. First, the team has published the specification of an "immersive audio container" online and described it as a "codec-independent audio bitstream format to provide a three-dimensional sound field that can be used for multi-channel sound playback". For HDR, the team wants to adopt the HDR10 + standard, which was originally developed by Samsung to introduce dynamic HDR into the HDR10 standard while maintaining the advantage of royalty-free but lacking content support.

It is not clear what consumer-facing brands these standards will be used for, which is a big problem because the name "Dolby" still has a lot of influence among home theater enthusiasts. this means that streaming applications can market the Dolby brand as an advanced add-on, creating demand for these standards. Few companies have enough influence in the media world to push for a new standard, but Google is expected to change that.

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