Exclusive 4K content deals like the one Samsung announced with 20th Century Fox this week may be good for Samsung for the next year, but it’s a strike against anyone hoping to see 4K proliferate as soon as possible. In comparison, TV manufacturers have shown themselves to be remarkably focused on the short term, concerned more with unit sales than the long-term necessity of launching a format. … So we're long-term play kind of people, because that ecosystem is hard to do." Get it through the entire pipe - whether it's satellite, cable, broadcast, Blu-ray, over-the-top - and whatever the endpoint is. "We want to be on the soundstage to capture the actor's and the director's intent. "We're about ecosytems," says Brett Crockett, Dolby’s Senior Director of Sound Technology Research. It only wins if it can invent awesome new technology that appeals to audiences, filmmakers, and manufacturers willing to pay the bill to include it in their products. Where most parties involved in determining the future of 4K sell products at your local Best Buy, Dolby is at heart an intellectual property company.
And it was the kind of forward-thinking approach that only a company like Dolby would take. It wasn’t just a display technology it was a post-production and delivery specification that would let companies master content not just for today’s current crop of 4K TVs, but for the brighter, more colorful ones that are just around the corner. While dynamic range and expanded color reproduction were things that people had talked about, Dolby came out with a complete solution, delineating how cinematographers would master their movies, and running all the way down to the specs and hardware in the TVs themselves. It was a radical concept for the future of TV, using a demo liquid-cooled display that was almost too bright to look at. Then at CES 2014 came the public debut of Dolby Vision, with several streaming and hardware partners already on board.
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