Google and Samsung are planning to add their Dolby Atmos alternative to their products in late 2024. A Spatial audio format war seems very much unlikely, but this very new format in question promises some great advantages and perks over the Dolby Atmos.
Google and Samsung Dolby Atmos Alternative
In a collaborative effort, Samsung and Google unveiled their venture into the world of spatial audio by introducing a new format called IAMF, short for Immersive Audio Model and Formats, back in November. This spatial audio format is designed as an alternative to established technologies like Dolby Atmos and DTS:X. Recent announcements confirm that IAMF is set to roll out to various devices, including TVs, soundbars, and the YouTube platform later this year.
IAMF is positioned as a direct competitor to Dolby Atmos, similar to how HDR10+ rivals Dolby Vision. One notable distinction lies in the fact that IAMF is royalty-free, contrasting with Dolby’s practice of charging royalties for hardware firms to implement its technologies. This makes it a cost-effective choice for manufacturers, and as a result, Samsung has been actively promoting HDR10+ in its devices over Dolby Vision.
Samsung Is Informing Industry Insiders to Expect IAMF Support in Its Upcoming Products
Reports suggest that Samsung is informing industry insiders to expect IAMF support in its upcoming TVs, soundbars, and other audio systems. While no official promises have been made, there is speculation that some recent Samsung hardware may receive IAMF support through firmware updates.
Google is also planning to integrate IAMF into YouTube, which could have substantial implications, given that YouTube currently does not support Dolby Vision or Dolby Atmos.
Reasons IAMF Stands Out
IAMF stands out for several reasons. It is the first royalty-free spatial sound format supporting vertical audio, akin to Dolby Atmos. Moreover, it heavily utilizes artificial intelligence to analyze scenes and optimize audio accordingly. The format offers a high degree of customization, allowing users to prioritize specific types of sound, such as dialogue or immersive sound effects.
IAMF’s significance extends beyond the collaboration between Samsung and Google, as it has gained the support of the Alliance for Open Media (AOM). This alliance, known for backing the AV1 video format, comprises major industry players like Apple, Amazon, Microsoft, Netflix, Nvidia, Intel, Meta, and Microsoft.
The Future Strategy of Samsung Regarding Spatial Audio Support
The future strategy of Samsung regarding spatial audio support remains uncertain, especially considering its current endorsement of Dolby Atmos in its hardware. While IAMF may not lead to an immediate abandonment of existing technologies, Samsung appears to be positioning IAMF as a long-term contender, hoping to persuade consumers that it represents a superior choice for spatial audio.
MORE RELATED POSTS
