OPINION: A report emerged that Google is within the midst of plotting a format warfare in opposition to Dolby to shake-up the HDR and immersive audio class, and information of it left me fairly weary.
A leaked video presentation of the challenge, referred to internally in Google as Venture Caviar, was apparently proven to {hardware} producers earlier this yr. Group challenge supervisor Roshan Baliga allegedly described the aim of the challenge as constructing a “more healthy, broader ecosystem for premium media experiences.”
That’s a noble thought but in addition not one I fully purchase. To not throw shade on Google themselves (though they’ll be a few of that later), however that is broadly alongside the identical strains each firm trots out when aiming to disrupt a market chief – and for Google, a format warfare isn’t going to re-shape or reconfigure the panorama a lot in any respect.
This ‘format warfare’ is Google’s means of claiming it gained’t pay the license payment to Dolby for both of its Vision or Atmos technologies on their platforms, stopping them for gaining an insurmountable foothold available in the market. They’d fairly put money into creating what seems like a competing 3D immersive audio format and utilize HDR10+ as a part of this royalty free mannequin that anybody can use. Given the widespread assist for YouTube on varied units, Google might simply carry these applied sciences to an enormous viewers.
However we’ve seen this earlier than and it didn’t work with the success events had hoped. DTS:X hasn’t actually taken off, regardless of being extra accessible and configurable than Dolby Atmos. Royalty free HDR10+ has been left behind by Dolby each in bodily media and streaming.
Some streaming companies assist it however the likes of Netflix, Disney+ and Apple TV+ have put their weight behind Dolby. Even HDR10+ stalwart, Prime Video, launched Lord of the Rings: The Rings of Energy in Dolby Imaginative and prescient HDR. One among Venture Caviar’s potential issues isn’t being there from the inception of content material being created, which is Dolby’s realm.
HDR10+ has benefits over Dolby Imaginative and prescient. I’ve been informed its simpler to make use of and fewer time intensive, and a few TV producers prefer it as a result of it’s much less prescriptive than Dolby Imaginative and prescient – it has extra capability to soak up the variations between panel applied sciences whereas Dolby is extra assertive in how the picture ought to look.
However the majority movies and TV exhibits are mastered in Dolby Imaginative and prescient – even when you’re watching a HD model there’s probably a 4K Dolby Imaginative and prescient file lurking on a server someplace. Dolby Imaginative and prescient and Atmos are utilized in cinemas across the world, they usually’ve established themselves as the image and audio requirements for the movie trade. No matter Venture Caviar finally ends up being, it gained’t carry as a lot affect as Dolby’s codecs.
One other situation is Google’s document of introducing new applied sciences, which is poor. There’s a purpose why there’s an internet site known as the Google Graveyard and the Google Cemetery, affected by an extended record of tasks that got here and have been subsequently discarded. One current instance is Stadia, which aimed to disrupt the gaming market and now sees assist/curiosity slowly ebbing away.
After which it’s a must to reckon whether or not the buyer has the urge for food or curiosity in one other format warfare. Format wars are boring and largely complicated – Wikipedia entries make them sound (barely) extra thrilling than they ever have been. From VHS to Betamax, Blu-ray to HD DVD and Dolby vs DTS, the winner hasn’t typically been one of the best, however the one that provides probably the most comfort and widest compatibility. Individuals need issues that work and uncomplicated, compatibility points be dammed.
Past YouTube and its creators will there be a lot curiosity in Venture Caviar? Will streaming companies change or will all TV producers embrace it? I believe the jury continues to be out, however who is aware of, perhaps Google’s pitch is a convincing one.
The previous couple of years have seen Dolby prolong its attain into the house market with podcasts and aspiring filmmakers creating content material on their iPhones (in Dolby Imaginative and prescient), and that’s the world the place I believe Google is de facto trying to disrupt. It’s a battle they might win however within the long-term, the format warfare is one I’d say they’ve already misplaced.
