Las Vegas - Dolby Labs
and Royal Philips Electronics said they will present at next week's NAB Show
here new Dolby3D -- a 3D HD format and suite of technologies designed to
deliver FullHD 3D content to 3D-enabled devices, including glasses-free
"Philips has a long
history in 3D technologies and video innovation, and Dolby has a proven track
record of enabling technologies to enhance entertainment experiences," said
Ruud Peters, Philips chief intellectual
property officer. "Together, we identified a business need where we could bring
a unique offering to the market that improves the end-user experience."
The joint project members said they are working on ways to
improve the 3D viewing experience on displays of all sizes, including
smartphones, tablets, PCs and televisions.
Dolby 3D is billed as "a complete system designed to work
throughout the chain to deliver clear glasses-free 3D content that operates
over existing distribution systems."
Ramzi Haidamus, Dolby Labs sales and marketing executive VP,
stated, "We believe that Dolby 3D can help drive the adoption of 3D -- creating
a comfortable, customizable, truly enjoyable glasses-free 3D viewing experience
while enhancing 3D display performance. Armed with the innovative glasses-free
3D display technology from Philips, based on years of extensive research and
development in the field, we plan to bring the same philosophy to 3D that Dolby
has brought to the audio space -- integrating our technologies and strengths
throughout the entire content chain. Consumers will know that when they see
Dolby 3D content on a 3D-enabled device, it will look its very best."
"Dolby and Philips are committed to taking the 3D experience to
the next level and delivering a high-quality solution for all 3D display
devices, including today's glasses-based devices and tomorrow's glasses-free
displays. Working on cutting-edge technology with two leading companies is very
exciting, and I'm thrilled to lead this unique joint effort," said Guido
Voltolina, joint project general manager.
The focus of the project will be to work with original equipment
manufacturers of display panels and entertainment devices to enhance the
performance 3D consumer devices to make viewing as convenient and comfortable
as viewing a regular 2D display, a statement from the project members said.
The project's mission is to influence the industry's adoption of
3D by working on standardization and licensing of the technology.
The Dolby 3D experience is being designed to seamlessly integrate
into the use cases and viewing patterns of consumers on the go and in the home.
Content owners and broadcast operators will be able to differentiate
their offerings by encoding 3D titles in Dolby 3D for maximum fidelity on Dolby
3D-enabled devices while maintaining compatibility with existing 3D products, the
The system will enable a 3D HD format, including tools for 3D
content creation and real-time 3D content conversion.