With the rapid growth, Google is nowadays developing two new media formats to offer High Dynamic Range (HDR) video and 3D audio under a new consumer-recognizable brand name. The Alphabet-owned company shared its latest plan in front of Google for open media formats; this format is internally known as Project Caviar. The project is kind of a closed-door event with hardware manufacturers. The effective entry of Google will be taken on Dolby Atmos and Dolby Vision. At the additional licensing fee, they are currently available to hardware manufacturers only. Google has an intention to counter this licensing fees model by offering royalty-free media formats that allow hardware manufacturers to offer similar premium media experiences at no extra charges.
Protocol published a report in which it is clearly mentioned that Google’s Group Product Manager Roshan Baliga has already marked the goal of the project. There is a target to build “a healthier, broader ecosystem” for premium media experiences, which is reflected transparently in a leaked video of the closed-door presentation with hardware manufacturers.
To create open media, Google is charging its complete efforts. Google is mainly focused on the development of new open-source codecs — programs that compress and decompress audio and video media. However, Project Caviar is considered for the development of 3D audio and HDR video formats that utilizes existing codecs but offer richer, more immersive media playback experiences.
The intention is to take the offerings a step ahead of Dolby by facilitating greater flexibility around a wider range of audio setups and also permitting the consumers to record video in HDR10+ and then share it via YouTube and other service platforms.
By the medium of sources, it came to know that Dolby currently charges TV manufacturers $2 (roughly Rs. 160) to $3 (roughly Rs. 240) to license Dolby Vision, according to its Cloud Media Solutions, Senior Vice President, Giles Baker. However, Dolby hasn’t publicly disclosed the licensing fees for Atmos. The fee is going to be significantly lower than the $15 (roughly Rs. 1,200) per license for Dolby Atmos audio on the Xbox console.
Previously, Samsung tried its hand at establishing an alternative to Dolby Vision by co-developing HDR10+ but failed to realize its ultimate vision of becoming a household name, according to Protocol. At the same time, top streaming service players, including Netflix, Disney+, and HBO Max, have added support for and endorsed Dolby Vision. A group of companies like Alliance for Open Media is also developing a new audio format which is named Immersive Audio Container for 3D experiences on a range of open codecs, but its ability to take on the brand name of Dolby is yet to be visualized. Google, on the other hand, is well positioned to take on Dolby if it plans to utilize the influence of its YouTube app on smart TVs and streaming device manufacturers.