Dolby, DTS and Auro: Is Another Format War on the Way?

Manufacturers debate how healthy or unhealthy it is for the market to have multiple competing object-based technologies on the market, from Dolby Atmos, DTS:X and Auro 3D.
Published: July 20, 2016

Is object-based surround sound ushering in another DVD-Audio vs. SACD, Blu-ray vs. HD DVD type of format war where the ultimate losers are home theater consumers? Perhaps. 

During an impromptu panel discussion organized by CE Pro at the recent Pacific Northwest Consumer Electronics Expo (PNWCEE) in Seattle, Brian Sandifer, product manager at Integra; Rob Sample, western regional manager, Paradigm Electronics; and Brandon Cook, director of technical services at AudioControl, discussed the impact of having different object-based surround sound formats on the market, whether Dolby Atmos, Auro 3D or DTS:X

According to Sample, the ultimate solution would be for the movie studios to enable a Blu-ray to play all three formats, but he doesn't think that will happen, which means it will be “DVD-Audio and Blu-ray all over again.”

Cook notes that the consumer doesn't really care which format it is. They just want to get the experience when they hit play on a Blu-ray. 

Check out the lively discussion and share your thoughts. 

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Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series