Samsung And Google To Challenge Dolby Atmos

All Image Credit: Samsung

Samsung announced in early November that it has jointly developed a new and advanced 3D spatial audio technology with Google. The new technology is called IAMF (Immersive Audio Model and Formats). IAMF has been adopted by the AOM (Alliance for Open Media), which consists of a large group of powerful companies to include; Amazon, AMD, Arm, Apple, Google, Huawei, Intel, LG, Meta, Microsoft, Netflix, Nvidia, OPPO, Snap, Tencent, Vivo, WD, and Zoom.

This latest technology is rumored to one day be paired with HDR10+ and potentially rival existing 3D formats such as Dolby Atmos, DTS:X, Sony’s 360 Spatial Audio, and Auro 3D.

IAMF is open-source and does away with licensing costs. It consists of three core features; the ability to express sound vertically, AI-based scene analysis and 3D audio effects, and a high level of audio customization. All without incurring any fees. This technology has been specifically developed with home audio and mobile devices in mind and should ultimately come to TVs, soundbars, and smartphones in the future.

This developing format is not just about cost and affordability, it truly uses the power of modern technologies and techniques. This involves the integration of Artificial Intelligence (AI) and deep learning, allowing IAMF to automatically analyze scenes and enhance various critical audio aspects, including surround sounds and sounds from above and below. A feature that would be particularly useful during complex audio sequences in films and TV shows, ensuring optimal sound clarity for a more immersive viewing experience.

Moreover, this new format can adjust audio on a per device basis. I.E. TV, HT speakers, soundbar etc. in order to provide optimum audio quality. With IAMF, users can also adjust the sound according to their preferences, adjusting the system to enhance particular sound elements, like side or vertical sounds, adding weight to sound effects from action scenes or enhancing dialogue during conversations, all thanks to the flexibility offered by IAMF.

Since IAMF is an open-source technology, both corporate and independent creators can use it at no cost. Even though Samsung now incorporates Dolby Atmos into their products, Dolby Vision is yet to appear, sticking with their own royalty free HDR10+ format.  Now, with the development of this latest technology, will Samsung adopt both HDR10+ and IAMF 3D spatial audio technology for inclusion in their products and show Dolby Atmos and Dolby Vision the door?

I suspect that convincing consumers that Samsung’s and Googles video and immersive 3D technologies are either equal or superior to the established Dolby or DTS technologies maybe an uphill battle.