Jakob Roettgers: Google wants to take on Dolby with new open media formats

Google is gunning for Dolby Atmos and Dolby Vision: The company is looking to introduce two new media formats to offer HDR video and 3D audio under a new consumer-recognizable brand without the licensing fees hardware manufacturers currently have to pay Dolby.

Imagine if licensing was a thing you had to worry about when you mixed your video in stereo sound. I know some people will scoff at this just because it’s Google, but honestly I think this is a great thing to have in the world and I hope it works out.