Dolby Atmos and Dolby Vision are two technologies with a wide presence in different hardware supports and content distribution platforms. It is possible to find them in audio systems, mobile phones, televisions, video games, streaming platforms and even some computers.
Google is looking to challenge this prevailing market presence, by introducing two new media formats to deliver HDR video and 3D audio, under a recognizable new brand that doesn’t involve the license fees Dolby currently charges for its proprietary technology.
Google works on a new technology to offer high-quality audio and video
Google shared its plans for developing new media formats, part of an initiative called internally Project caviar, which was unveiled earlier this year at a private event with manufacturers.
As reported Protocolthis information comes from a leaked video they had access to, in which the group’s product manager, Roshan Baliga, describes the goal of the project as building “a healthier and broader ecosystem” for premium media experiences.
Currently, Dolby technologies do not have a direct competitor in the market and its presence, thanks to the prestige cultivated over the years, is associated with high-quality experiences.
With Project Caviar, Google intends to provide HDR video and 3D audio to YouTube, a platform that is currently not compatible with Dolby technologies.
Although the focus is on YouTube, the purpose of this project is to cross this barrier, incorporating other players in the industry in the future, such as other digital service providers and device manufacturers.
This project is an ambitious move by Google, by betting on an open media format that makes it possible to dispense with Dolby licenses (which are paid for each manufactured device), reducing the costs passed on to customers in the final commercial value of the product. device, but without sacrificing the high quality experience offered.
The current position of Dolby Atmos and Dolby Vision in the industry has even been classified as monopolistic. However, this scenario could have little time left, because in addition to Google’s efforts with Project Caviar, other companies have also started their own path, such as Samsung with the technology HDR10+.
The future of this Google initiative is uncertain, given the early stage of development it is in. And even though Dolby currently enjoys a privileged position in its sector, Google has YouTube, Google TV and Android on its side as a starting point, to begin to position its technology.