Future Dolby Competition From Google's Upcoming HDR and Surround Audio

[Wayde Robson]

Google's Project Caviar will be its in-house 3D audio and enhanced HDR video standards. Does this mean it plans to compete with Dolby?

Google is shopping its new standards for broad streaming platform and hardware manufacturer support. But does Caviar have much chance of spreading beyond its own platforms? Project Caviar could live a long, successful life never straying from Google's own platforms, many of which have yet to offer a surround sound format or enhanced HDR support. Google's HDR and surround will likely first appear inYouTube, Android, Chrome browsers and YouTube Music and its own Chromecast devices. That Google's new formats are royalty free will make it easier for hardware to opt-in. But it seems unlikely to put a dent in Dolby's own level of market penetration. Dolby Vision already has one royalty-free competitor in Samsung's HDR+ that has achieved only limited success. One area of consumer electronics where Google might get some mileage is in hardware that's already compatible with Google Assistant. Smaller smart home speaker systems and soundbars could have a new surround format while smart displays and Chromecast devices could get a new display technology. But will Google be satisfied with flat market penetration? Or will Caviar eventually join Google's long list of dead products.

Is Google Hitting Dolby with Royalty-Free Competition?

 

[TLS Guy]

Google's Project Caviar will be its in-house 3D audio and enhanced HDR video standards. Does this mean it plans to compete with Dolby?

Google is shopping its new standards for broad streaming platform and hardware manufacturer support. But does Caviar have much chance of spreading beyond its own platforms? Project Caviar could live a long, successful life never straying from Google's own platforms, many of which have yet to offer a surround sound format or enhanced HDR support. Google's HDR and surround will likely first appear inYouTube, Android, Chrome browsers and YouTube Music and its own Chromecast devices. That Google's new formats are royalty free will make it easier for hardware to opt-in. But it seems unlikely to put a dent in Dolby's own level of market penetration. Dolby Vision already has one royalty-free competitor in Samsung's HDR+ that has achieved only limited success. One area of consumer electronics where Google might get some mileage is in hardware that's already compatible with Google Assistant. Smaller smart home speaker systems and soundbars could have a new surround format while smart displays and Chromecast devices could get a new display technology. But will Google be satisfied with flat market penetration? Or will Caviar eventually join Google's long list of dead products.

Is Google Hitting Dolby with Royalty-Free Competition?
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This will just add software bloat to devices. I see problems of conflict galore. Google could try and do a deal with Dolby. Something like making Dolby Atmos and HDR free to developers and hardware and agreeing on a user fee, on steaming volume. Dolby could then devote time to further developments, and making money on mixing programs. Streaming Atmos music via the NET has severe limitations due to Dolby enforced specs. So a high degree of cooperation would benefit all.

There is a problem around Dolby Atmos being a cinema codec, and it is not well thought out for music. That includes mixing and production issues. It could turn out that immersive audio needs it own protocols distinct from cinema movie based ones. This whole issue, as I have investigated it, is just not fit for prime time as an "immersive" audio format. Currently it is well wide of the mark. There is much work to do here, in microphone technique, mixing and also which channels are required. For music there is data, that front floor channels may well be as important, and likely more important then height for music.

Double blind listening studies in the UK, have shown blind listener tests show a definite preference in concert recordings for the inclusion of floor reflections from the venue.

The issue also becomes, is how complex a system as this is evolving into will get any significant market penetration? The complexity issue alone is already a huge barrier to acceptance, and it can only get worse.

 

[Wayde Robson]

The complexity issue alone is already a huge barrier to acceptance, and it can only get worse.

This could end up being yet another abandoned Google project.

 

[Trebdp83]

When companies with deep pockets make deals with Dolby, those deals may and often include exclusivity agreements. So, a competing company may put out a product of similar type and performance that does not include Dolby because an exclusivity deal needs to expire before it can do so. Just ask Sony. Dolby and Microsoft aren’t talking.

Why is Dolby Atmos Not On PS5? - Nerdburglars Gaming

With the rise of 3D audio formats you may ask, why is Dolby Atmos not on PS5? The answer is currently a bit of a gray area

nerdburglars.net

Rather than deal with complaints about the lack of Dolby support in products as has been the case for some companies, perhaps Google, with its own deep pockets, decided to go their own way.

What dolby has more than anything, as was mentioned, is brand recognition. It also got ahead of the bandwidth curve and became the most viable option for streaming content. AC-4 will better its position still.

Dolby Vision had been marketed as the ultimate in HDR. So what if no current 10 bit TV panel can display the best its 12 bits can deliver from its 8 bit container. HDR10+ didn’t gain much traction with very few discs, Samsung and Amazon supporting it. But, I believe Hulu, Paramount+ and a few more TV manufacturers now support it and Apple will start delivering a new Apple TV 4K in a couple of weeks that supports it as well.

I’d be interested in the outcome of Google’s endeavor. If it goes south, they can call it a day and go back to being extorted by Dolby. If it gains traction, they can start making their own deals that others cannot refuse and some may try to follow their example. Many will be oblivious to any new formats anyway as their devices output video signals in SDR and audio signals in two channel PCM and have their systems set to ALL CHANNEL STEREO.

 

[Trell]

perhaps Google, with its own deep pockets, decided to go their own way.

The problem with Google is their penchant for not sticking with their products and leaving their customers holding the bag when Google randomly decides to discontinue it.

It’s not just the codec itself but all the tools, software and other technologies needed from production to the consumer.

 

[Trebdp83]

Google is hardly alone in that behavior. Some consider Apple, Google and Microsoft the Unholy Trinity.

 

[Teetertotter?]

Time for me to upgrade TV with Dolby Vision.

 

[Trell]

Google is hardly alone in that behavior. Some consider Apple, Google and Microsoft the Unholy Trinity.

All companies are discontinuing products but Google is in a league of their own of short attention span.

As a business partner, at least outside of marketing, Google has a reputation as unreliable. When it comes to consumer products, like say various messenger apps, they have an awful history.