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Dolby launches Dolby Vision technology

MUMBAI: Dolby Laboratories has launched Dolby Vision, a new imaging technology that helps content creators and television manufacturers deliver true-to-life brightness, colors, and contrast by augmenting the fidelity of Ultra HD (UHD) and HD video signals for over-the-top (OTT) online streaming, broadcast, and gaming applications.

TVs featuring Dolby Vision technology are expected to be available for retail purchase later this year.

TCL VP, TCL Multimedia CEO Hao E said, “By dramatically enhancing picture quality, Dolby Vision will drive adoption of UHD 4K displays with a winning combination of more and better pixels”.

Even though most TV shows and movies are recorded using camera technology that captures the colors and brightness of real life, much of that richness is lost by the time consumers get to watch. That’s because current TV and cinema color-grading standards are based on the limitations of old technologies and require that the original video content be altered—dramatically reducing the range of colors, brightness, and contrast—before it can be reproduced for transmission and playback. Dolby Vision looks to change that, giving creative teams the freedom to use the full gamut of colors, peak brightness, and local contrast, with the confidence that those will be reproduced faithfully on televisions that feature Dolby Vision.

An end-to-end solution, Dolby Vision works from content creation to distribution and playback, and it is already receiving support from critical points in the ecosystem, from A-list Hollywood directors, to executives at major studios, TV manufacturers, and operators worldwide.

Dolby Laboratories senior director, broadcast imaging Roland Vlaicu said, “The creative community is thrilled to have an expanded color palette and the added contrast so that viewers can see details that might have previously gone unnoticed. Meanwhile, TV manufacturers can offer consumers a dramatically improved video experience, regardless of screen size or viewing distance.”

Amazon executive VP of digital video Jim Freeman said, “Dolby Vision is an exciting step forward in delivering much more compelling and realistic video, and we’re excited by the possibility of bringing this technology to Amazon customers. There is still work to be done to bring together the right mix of hardware, content, and streaming technology, and we look forward to working with great partners like Dolby to make that happen. Together, we will aim to give customers the highest-fidelity movie and TV experience possible.”

Netflix chief product officer Neil Hunt said, “As a leader in Ultra HD/4K, Netflix is excited to take advantage of advances in picture quality throughout the delivery pipeline, from developing new programming to helping partners create consumer products that display it in stunning richness. Dolby Vision will further improve that viewing experience.”

Microsoft senior director of Xbox Video Mike Seamons said, “The improved image quality of Dolby Vision is compelling and offers exciting possibilities for both game play and streaming HD content to the living room.”