Samsung and Google recently announced their collaboration on a new open-source 3D spatial audio technology named Immersive Audio Model and Formats (IAMF). This development poses a potential challenge to the dominance of Dolby Atmos in the market.
Addressing Limitations in Existing Solutions
The motivation behind the creation of IAMF was the recognition of limitations in current 3D audio solutions, including Dolby Atmos. Samsung's research team discovered that existing technologies often fail to accurately interpret 3D sound information, leading to a diminished audio experience.
Key Features of IAMF
IAMF aims to overcome these shortcomings by incorporating three crucial features: vertical sound, AI scene analysis, and user-customized audio. WooHyun Nam from Samsung Research's Visual Technology Team explained that IAMF enhances sound realism by allowing listeners to experience audio from various directions, including in front, behind, to the sides, as well as above or below them. This means that when IAMF technology is integrated into home TV speakers and soundbars, users can expect to hear sounds like birds flying overhead on their TVs.
IAMF also utilizes AI and deep learning algorithms to intelligently analyze scenes and adjust audio levels accordingly. For example, during scenes with prominent background music or soundtracks, IAMF balances the sound to ensure that the main focus remains on the dialogue.
Furthermore, IAMF offers personalized audio customization options, allowing users to tailor the audio to their preferences. These options include adjusting the intensity of sound effects in action scenes or enhancing the clarity of dialogue during conversations.
Samsung's Shift in Strategy
Samsung's adoption of Dolby Atmos in its TVs in 2022 demonstrated the company's commitment to providing immersive audio experiences. However, the decision to prioritize its own HDR10+ format over Dolby Vision raised questions about its future relationship with Dolby Atmos.
The introduction of IAMF suggests that Samsung may be charting its own course in the 3D spatial audio space, potentially indicating a shift away from Dolby Atmos in future Samsung TVs. By partnering with Google and developing their own open-source solution, Samsung aims to offer a competitive alternative to existing audio technologies.
In conclusion, Samsung and Google's collaborative effort in creating IAMF showcases their ambition to challenge the dominance of Dolby Atmos in the market. With its unique features like vertical sound, AI scene analysis, and user-customized audio, IAMF aims to provide an enhanced and personalized audio experience for users. Samsung's decision to pursue its own path in the 3D spatial audio space through IAMF may signify a potential departure from Dolby Atmos in their future TV offerings.
