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

On September 15, at the event of the DTS brand 30th anniversary friends meeting with the theme of "Home Tour", DTS unveiled a number of core solutions and their representative cooperative products.

This is not only a concentrated display of DTS, but also a review and summary of the achievements of the 30th anniversary of DTS to some extent. After all, when an enterprise has been deeply cultivated in a certain field for 30 years, it can already tell a lot of things.

Since Spielberg first adopted DTS digital surround sound in his Jurassic Park in 1993, DTS not only continues to provide immersive sound effects in cinemas, but also continues to apply its capabilities to home entertainment, mobile travel, office learning and other indispensable scenes in daily life.

In an interview with media such as streaming networks, Lang Zhengwu, vice president of Xperi and general manager of DTS Greater China, said that the development of DTS in recent years is a "process of constantly digging deeper and exploring wider."

Of course, if there is any consistent development thread in this process, it is that DTS always brings people a more extreme audio-visual entertainment experience.

At this 30th anniversary brand event, we were also able to take a closer look at the multi-dimensional exploration and layout of DTS under the full scene application.

As a pioneering audio solution provider, DTS is much closer to us than we thought. Just like a series of representative solutions and products displayed in this DTS, they cover almost every aspect of daily life.

Take cinema scenes, for example, this is one of the areas where DTS has been working for the longest time. The DTS:X frontier audio and video hall built by DTS:X is a solution dedicated to restoring the real-world sound environment and bringing the audience into a new dimension of sound immersion. This is also one of the most advanced audio codec technologies under DTS.

This year, DTS also launched the DTS Surround Cinema solution for the first time in the Chinese market, which can significantly optimize the sound playback quality, consistency and stability of the 5.1 Universe 7.1 surround sound hall, providing cinemas and users with more choices.

Outside the cinema, it is clear that people have a more diverse demand for audio-visual entertainment, which is not limited to scenes-- in the living room, in the study, in the subway, in the car, or in terminals-- televisions, stereos, laptops, mobile phones, Pad, VR / AR, car devices. These are also the ones that DTS has been adding in recent years.

Among them, the most representative may be the new authorization and certification project IMAX Enhanced, which was jointly created by DTS and IMAX in 2018.

It is the only audio-visual entertainment project that can enjoy a unique IMAX viewing experience outside IMAX cinemas. Amazing picture quality, shocking sound quality, and IMAX unique super-large frame, are the unique advantages of this project.

"IMAX Enhanced has both IMAX's Golden Eye and DTS's Golden ear, which represents a higher quality and more differentiated experience." Lang Zhengwu said. For people's increasing demand for audio-visual entertainment, the significance of this product is self-evident.

In fact, after the development of IMAX Enhanced in recent years, the market and users have also taken practical actions to answer its recognition.

At present, IMAX Enhanced certified terminals have been launched from TV and audio brands such as SONY, TCL, Hisense, Xiaomi and Philips to mobile phone / Pad / PC brands such as Glory and Hewlett-Packard. Streaming platforms such as Tencent Video, iqiyi and Youku are also online in the IMAX Enhanced movie zone.

Lang Zhengwu said, "because of the content side, terminal manufacturers, streaming media platform access, IMAX Enhanced can provide a real end-to-end experience."

Accordingly, IMAX Enhanced has also completed the expansion from home to mobile, from traditional large screen to diversified display devices. Next, the number of IMAX Enhanced movies and the number and category of certified terminal devices will continue to increase.

Of course, as DTS continues to expand its capabilities, it covers more than that.

This 30th anniversary brand event, the car solution display scene is also one of the key points.

What we know is that with the acceleration of the intelligence of the car, the attribute of the car as the "third living space" outside the residential and work scene is constantly strengthening, and the audio-visual entertainment in the car, especially the more immersive audio-visual atmosphere, is also more and more valued by people.

DTS has not only targeted this trend for a long time, but has also worked with many automakers to create in-car audio and video solutions that are more in line with the needs of current and future users.

For example, the audio solution DTS CS Auto on the Green Special Edition of Lecker 06 Hero on this exhibition brings an immersive surround sound experience.

According to Lang Zhengwu, Great Wall, Changan, Geely, Guangzhou Automobile and other automakers are now partners of DTS, while some automakers have been equipped with the highest specification of DTS:X sound effects.

"cars tend to have more stringent requirements for sound fineness than consumer electronics." Lang Zhengwu said, "and the renewal speed of domestic cars has been accelerating in recent years, and each car needs to be debugged according to the design of the car itself and the requirements of automobile manufacturers."

All this means that the corresponding technology solution providers need to keep up with the pace of automakers. In this regard, DTS, which has sufficient advantages in technology accumulation, brand awareness and user demand grasp, can highlight the irreplaceable value in the process of automobile intelligence.

We have also learned that DTS is now planning to open up overseas markets with Chinese domestic car brands, and has increased its exploration and layout of overseas automobile markets. In addition, with the further improvement of the demand for in-car entertainment in the future, it is not impossible to extend programs such as IMAX Enhanced to the car screen.

Of course, whether it is DTS:X, IMAX Enhanced or DTS CS Auto, it is only part of the 30th anniversary of the DTS brand.

In addition, DTS Play-Fi, the first wireless surround sound technology to easily connect televisions, speakers, bar speakers, subwoofers and other devices, DTS:X Ultra for gaming, AR / VR / MR experience, and DTS SoundUnbound with clear, rich and dynamic ultra-realistic 3D audio for loudspeakers and headphones have attracted a lot of attention and well reflect the system layout of DTS for multi-dimensional scenes.

As Lang Zhengwu said: "continue to pursue further studies in technology, and constantly break through the boundary in the application scene."

"committed to bringing a better voice to the world" has always been the vision of DTS. What we can see now is that, taking this as a starting point, DTS is constantly breaking the circle at a visible speed, and creating more incremental opportunities in the process, thereby providing users with a more high-quality audio-visual entertainment experience and bringing more long-term value to partners. Most importantly, the process is far from over.

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