Google is reportedly developing two new media platforms with a new consumer-recognizable brand name, High Dynamic Range (HDR) video and 3D audio. As per a report, the Alphabet-owned company shared its intention for open media formats, internally known as Project Caviar, earlier this year. Google''s entry will effectively defeat Dolby Atmos and Dolby Vision, which is currently available to hardware manufacturers at an additional licensing fee. Google reportedly intends to counter this licensing fee by offering royalty-free media
In a leaked video of the closed-door presentation with hardware manufacturers, Google''s Group Product Manager, stated the aim of the project as to maintain a healthier, broader marketplace for premium media experiences.
According to the report, Google''s efforts to make open media a reality have previously focused on the development of new open-source codecs programs that compress and decompress audio and video media. However, Project Caviar will focus on developing 3D audio and HDR video formats that blend existing codecs, but offer improved media playback experiences.
The company intends to take the offerings a step ahead of Dolby by offering greater flexibility around a wide spectrum of audio options and allowing users to record video in HDR10+ and then share it via YouTube and other services.
According to Dolby''s Cloud Media Solutions Senior Vice President, Giles Baker, Dolby hasn''t disclosed license fees for Atmos, which is expected to be significantly lower than the $15 per license for Dolby Atmos on the Xbox console.
According to Protocol, Samsung previously tried to establish a new alternative to Dolby Vision by developing HDR10+, but failed to achieve its ultimate vision of becoming a household name, while leading streaming service companies such as Netflix, Disney+, and HBO Max, have expanded their support and support for Dolby Vision. Google, on the other hand, is well-positioned to take on Dolby, if it exploits the influence of its YouTube app on smart TVs and streaming devices.