There’s a golden rule in the world of consumer buying habits, when there is a choice between quality and convenience, convenience wins. That’s why people listen to MP3 files over Bluetooth, on earbuds, and sometimes through a phone speaker. We can have all the debates about the superiority of other file formats, the bandwidth of wireless audio, the inferiority of earbuds, or even worse, a phone speaker, but ironically, they all fall on deaf ears… convenience is king. Is this a good time to mention Pono?

The graveyard of consumer electronics is filled with products that were technically superior but, in the end, failed to recognise this simple truth. Remember when everyone rushed out to buy 5.1 speaker systems for their TVs, only to find that the cables and the numerous speakers wouldn’t fly with their partner… soon most of them were languishing in garages, sheds, or attics. The next new thing was now waiting to go on eBay or to the dump. 3D TVs lasted longer than one could have expected. Of course, the big one in history is Betamax, the superior videotape format that never gained popularity and lost out to VHS in the end because the VHS tape ran slower and gave a longer recording time, albeit with worse quality. 

This is, in fact, a good place to pivot to Dolby Atmos and Samsung’s latest venture with Google, ‘Immersive Audio Model and Formats’ (IAMF), which they claim to be the first open-source 3D spatial audio technology. 

Dolby Atmos is a clever technology which, in terms of cinema, has cemented itself as the format of choice for immersive audio experiences. Where Dolby is struggling to make a case for consumers is exactly for the reasons outlined above - convenience. When the idea of Dolby Atmos is cited for home consumption, the old arguments start to emerge: more hardware, lots of speakers. Well, not quite. Thankfully for Dolby, technology has moved on, and now there are some clever TV soundbars that can do a convincing job of immersive audio, albeit for a price. The good ones from brands like Sonos are north of £700, more than the amount most people pay for a TV. To do Atmos justice, we are back to the multi-speaker setup, and we all know how that played out. 

What also hasn’t helped the case for Atmos in consumer products is Apple’s clumsy implementation of Spatial Audio. A term often confused with Dolby Atmos, in much the same way people confuse Champagne with sparkling wine, Apple’s Spatial Audio is not a good way to introduce the average listener to Dolby Atmos. One would be better off taking them to an aircraft hangar and playing them their favourite tunes over a PA. It’s understandable why Dolby wanted the blessing of Apple; who wouldn’t? But it’s not been a great way to demonstrate the power of Atmos.

IAMF

So when Samsung and Google announced an open-source immersive format that offers consumers an easy way into immersive experiences without the faff and with some cool features to boot, Dolby now has a problem on their hands, potentially a Betamax-sized problem.

In an interview on the Samsung website, Samsung said about the Immersive Audio Model and Formats.

“Despite the advantages of 3D audio, it has been difficult to apply the technology to home audio devices due to technological limitations. “3D sound information from content cannot be interpreted properly by home audio systems such as TV speakers or sound bars, resulting in a slightly limited audio experience that lacks detail from the original content,” said SungHee Hwang from the Visual Technology Team at Samsung Research.

To resolve this, Samsung worked diligently with Google to develop an audio solution that would allow viewers to experience content audio as intended. “If the 3D audio data can be read by device manufacturers, they can adjust the sound in audio devices — allowing for immersive audio experiences with standard TV speakers or sound bars at home,” said Nam. “By adjusting the audio to match the home device environment, listeners can experience audio just as the creator intended without any distortions or loss in quality.”

A uniform standard is required to send and receive audio data smoothly between creators and device manufacturers. “Samsung and Google’s respective expertise in devices and content made the companies ideal partners to create IAMF technology,” said JeongHoon Park, Executive Vice President and Head of Visual Technology Team at Samsung Research. “By coming together to develop this unprecedented technology, we are paving the way for consumers to enjoy 3D audio in their homes.”

What Can IAMF Do?

1. Ability To Express Sound Vertically

Previous open-source audio codecs only supported horizontal sound expression. With IAMF technology, audio can now be expressed vertically so that sound is increasingly multi-directional. “IAMF makes sound more realistic, by allowing listeners to hear audio in front, behind or to either side and also above or below them,” said Nam. “As such, when IAMF technology is applied to home TV speakers and sound bars, it allows listeners to hear sounds such as birds flying over their head on their TVs at home.” 

2. AI-Based Scene Analysis and 3D Audio Effects

IAMF utilises AI and deep-learning technology to analyse scenes and emphasise certain aspects of the content — adjusting audio levels for more enhanced sound throughout the viewing experience. “In TV and film, there are certain scenes where the soundtrack or background music is the main focus,” said Nam. “IAMF will balance the sound in these instances. Similarly, the technology will fine-tune audio when there is character dialogue to allow the listener to focus on the conversation.”

In addition, IAMF technology provides optimal sound despite changes in the device environment. “By adjusting the scene analysis audio data according to the device environment, IAMF technology enables listeners to enjoy the content’s original sound quality on standard home TVs,” Hwang added.

3. Highly Customised Audio

Users will be able to freely adjust sound according to their preferences with IAMF technology. Whether viewers are looking to amplify sound effects from an action scene or enhance dialogue, IAMF gives them the flexibility to customise content audio for a more personalised experience.

The final point about the customization of audio is a real winner. One of the most common complaints from consumers about TVs and movies is the sound. Often complaining about being unable to hear the dialogue, or that the music is too loud, or the sports commentary is annoying. This technology can put the power back in the hands of the consumer.

Open Source

As we’ve already mentioned, this format is open source;

“Open source is crucial to creating a unified standard across the industry. IAMF is the first open source-based audio technology standard adopted by AOM — meaning both corporate and independent content creators across the industry can access the technology and expand its use.

“In order to allow people to freely create content with 3D audio technology, related technology needs to be open to all,” said Nam. “Providing a complete open-source framework for 3D audio, from creation to delivery and playback, will allow for even more diverse audio content experiences in the future.”

Similarly, Park highlighted how IAMF technology will have a large impact on the audio landscape moving forward. “Because we live in an era dominated by content creation, IAMF will help lead, expand and transform the 3D audio ecosystem,”

An open-source format is attractive as it reduces the economic barriers to entry for those who want to work in immersive formats without any of the related licensing costs.

Is Dolby Home Atmos Dead?

To suggest that this is the end of Dolby’s consumer ambitions would be somewhat premature. Let’s not forget that Google has made plenty of announcements with the ‘next big thing’ only to dump them at a later date. For example Google+, Nexus Q, Reader, and Tango, to name just a few. 

However, with IAMF, Google has partnered with one of the biggest consumer electronics companies on the planet. It’s likely you are reading this using a Samsung display, even if you’re not using a Samsung device. 

Furthermore, if you make the hardware, the ability to push a new technology to the consumer makes the job of widespread adoption a much easier task. It’s also worth noting that current Samsung immersive soundbars are Dolby Atmos powered. Of course, if IAMF gains traction fast, then Samsung could pivot to the new format. When Sony lost the Betamax/VHS war, according to Audioholics; “Sony eventually swallowed their stubborn corporate pride and introduced their own line of VHS recorders in the mid-80s. So strong was the Sony name that they rocketed to the No. 1 sales position in VHS within a year, zooming past Panasonic.”  

Considering the consumer-oriented benefits of IAMF, the fact that it’s open source and that Samsung has an easy way to deliver it in their hardware, Dolby do have a fight on their hands if they are still determined to push Atmos into the consumer market. 

A couple of other things worth mentioning. Atmos in home devices is not the only thing Dolby offers. There’s also Dolby Vision, which is, for many, a superior picture format over HDR. Secondly, Sony may have lost the consumer war with their Betamax format, but Betacam went on to become the professional format of choice in TV and broadcast for decades. The technology format wasn’t a failure by any stretch of the imagination.

Where does this leave professionals who have invested in multi-speaker rooms to mix in immersive? Confused may be one word, especially if IAMF gains traction. However, the speaker investment won’t be wasted. You may still be mixing in immersive, but it may be IAMF instead of Atmos. All we can say is watch this space carefully.

For those interested in the technical specifications of the Immersive Audio Model and Formats, there’s a comprehensive draft specification here.

More information on the Alliance for Open Media is here.

You can read the entire Samsung interview here.