Driving entertainment to the next level: Why Dolby goes to IBC
IBC attracts some of the biggest media, entertainment and technology names in the world and Dolby is a great example.
For over 50 years, the company has been dedicated to transforming the entertainment experience by “advancing the science of sight and sound”. Having built its reputation with noise reduction and stereo cinema sound, its current product line-up includes Dolby Vision with HDR and Dolby Atmos 3D sound.
We spoke to Dolby about its IBC experiences to date and the key broadcast trends for 2020.
Why is it important that Dolby attends IBC every year?
IBC is a great melting pot of creativity and technology, of broadcast and streaming. Our work to enable new audio video experiences means working all the way through the chain, and IBC uniquely presents an opportunity to talk with all of our partners and customers in one place.
How many years has Dolby been going to IBC?
Around 20 years.
What sort of presence does Dolby usually have at the show?
Dolby is involved in many different aspects of the show. On our exhibition stand, visitors can immerse themselves in the amazing new sound and video experiences that are now possible - trying these experiences for real is so much better than just talking or reading about them.
Around the show floor, we support many partners who are demonstrating workflow tools that simplify adoption of new technologies like Dolby Vision and Dolby Atmos. We have been associated with the IBC Big Screen since it started and have been delighted to support the installation of Dolby immersive sound and HDR laser projection over the years. This gives IBC attendees not just the chance to see top titles in premiere quality, but also to hear from the creatives behind them.
And, finally, we participate in the conference, which is a great opportunity to hear the latest thinking within the industry and to share some of our own ideas.
What will be the focus for IBC2020?
We’re showcasing how Dolby can drive entertainment experiences to the next level. In particular, we’re showing how Dolby Atmos and Dolby Vision are the industry’s choices to deliver an exploding portfolio of content and how Dolby AC-4 is at the heart of next generation broadcast platforms.
Did Dolby get a good response at last year's show?
Yes, last year was a real turning point for our new experiences like Dolby Atmos and Dolby Vision. The conversation shifted from ‘what is this?’ to ‘how do I do it?’
How does Dolby measure the success of its time at IBC?
Ultimately we look at the number and quality of customer and partner conversations. How did we move those conversations forward?
What does Dolby hope to get from attending IBC?
We’ll be successful if broadcasters walk away from the show realising that an amazing set of new audio video experiences can be delivered to audiences now – the technologies are available, stunning content is being made and consumer devices are already deployed.
One aspect we’re especially keen to discuss is the opportunity for broadcasters to deliver enhanced services now using HbbTV and other broadband platforms as a supplement to existing linear broadcast, enabling innovation at higher speed and lower cost than traditional broadcast deployment.
What do you see as the key broadcast tech trends for 2020?
The “next generation broadcast experience”. New specifications like DVB UHD Phase 2, HbbTV 2.0,2 and ATSC3.0 provide a wealth of possibilities.
Over the next few years, we are going to see increasing focus on identifying and implementing the features that actually make a difference to the consumer experience, and can assist the transformation of broadcast to a new era of immersive, personalised delivery.
Dolby is one of hundreds of exhibitors that make IBC a success every year. Why not join them? The world's most influential media, entertainment and technology show returns 11-15 September 2020. Don't miss out on any news and updates, register your interest for IBC2020 today.