Samsung and Google are working on a new, 3D audio standard that will rival Dolby Atmos. The two companies have partnered to develop this standard, and it’s almost ready for prime time. Just a few months ago, in October 2023, this spatial audio standard was adopted by the Alliance for Open Media — a group that has a steering committee that features members from Apple, Google, Amazon, and more.
The standard is called Immersive Audio Model and Formats (IAMF), and we just learned a lot more about it. Samsung’s Malaysia Newsroom published an interview with the Samsung Research team that is developing IAMF just last month, and it tells us a lot about Google and Samsung’s plans. The team identified problems with existing solutions, like Dolby Atmos. Then, it worked to find solutions, leveraging Samsung and Google’s prowess in home audio.
“3D sound information from content cannot be interpreted properly by home audio systems such as TV speakers or sound bars,” said SungHee Hwang, a member of the visual technology team at Samsung Research. “Resulting in a slightly limited audio experience that lacks detail from the original content.”
The key to fixing this, according to Samsung, is by sharing audio data with home audio systems. That way, these audio setups can interpret the data in a way that matches the specific sound signature of the hardware. “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 WooHyun Nam, who is also part of the visual technology team.
What makes Samsung & Google’s offering different from Dolby’s?
There are three features of the IAMF standard that Samsung believes make it superior to Dolby Atmos. The first is that IAMF can offer vertical sound, while past standards have only shared sound on the horizontal plane. That’ll make content feel more immersive. You’ll be able to hear things that sound like they’re coming from above or below, not just around.
Like all technology in 2023, IAMF also uses artificial intelligence (AI). The standard will employ AI to analyze media and adjust sound levels on the fly. This is great for movies and media that sound super loud in some parts, and super quiet in others. “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.
While it’s not clear exactly how it would work, Samsung’s final point is that IAMF is customizable. Users will be able to customize their audio experience. That’s something you can’t do on Dolby Atmos as well.
Only time will tell whether IAMF could really displace Dolby Atmos. But Samsung has a stronghold on the TV and soundbar market, and Google has a similar dominance in the smart home market. If those two brands are behind it, plus all the companies with representatives in the Alliance for Open Media, IAMF could go far.
2023-12-02 15:04:30