Company is expanding into mobile devices, broadcast media & DTH market
Most of the Bollywood blockbusters of 2015, from Bahubali to Bajrangi Bhajijaan, and Bajirao Mastani, which is ready for release, have one thing in common. All the above listed movies come with the Dolby Atmos sound technology.
Dolby Technology India has either installed the new sound system or is in process of doing so across 150 screens pan-India. Though cinema is the main focus for Dolby Technology India, the company is also rapidly expanding into mobile devices, broadcast media, DTH and video conferencing market (jointly with British Telecom) in India with its new sound technology.
Ashim Mathur, director, marketing, Dobly Technology India, said the main drivers of their new sound technology in India were digitizing of content and rising production value in broadcast media across genres from sports to entertainment programmes.
Mathur said they had tied up with 34 channels and DTH operators such as Tata Sky, Hathway, and Airtel in India. “Lenovo has lined up launches of smart phones with the Dolby Atmos technology in the India,” he said.
A lot of titles are being mixed and mastered on Dolby Atmos sound. There are at present 11 studios across Mumbai, Chennai, Hyderabad and Trivandrum having Dolby Atmos sound capabilities, Mathur said. “Digitisation has opened up new frontiers and is a big growth area with the Indian cinema and broadcast market emerging among the big markets for Dolby along with China and South Korea in the APAC region,” he said.
Dolby Atmos offers a different cinematic experience with 3-D sound. It enables movement of audio around the theatre and even overhead with speakers on the ceiling. This replaces the traditional channel-based sound systems like 5.1, 7.1, and 11.1, which require filmmakers to think about the number and location of speakers. Dolby Atmos allows them to simply designate where in the cinema space each sound ‘object’ should be placed or moved to make audiences experience the film as if they were within its world.