DTS Unveils DTS-HD Brand For High Definition Media Formats
November 04, 2004
Lo Angeles, CA - DTS (Digital Theater Systems, Inc.) unveiled DTS-HD, the new trademarked brand name for its lossless technology.
Previously known under working name DTS++, the DTS-HD mark will denote media, source players and decoders that are compliant with the next generation high definition disc formats, Blu-ray Disc and High Definition DVD (HD-DVD), the company described.
In addition to debuting the new brand and logo, DTS will support DTS-HD with a branding campaign to roll out in conjunction with the introduction of the new optical disc formats. DTS announced in September that its core 5.1-channel surround sound was selected as mandatory audio technology for both HD-DVD and Blu-ray Disc, and DTS-HD (DTS++ in some Blu-ray Disc and HD-DVD documents), was also chosen as an optional feature in both formats.
DTS-HD is a set of extensions to the Coherent Acoustics audio coding system, which also encompasses DTS Digital Surround, DTS-ES, and DTS 96/24. The introduction of DTS-HD will provide manufacturers and content providers with a complete range of DTS-branded technologies, incorporating lossless technology for next generation formats.
Signifying “best in class” technology, DTS-HD can support a virtually unlimited number of discrete surround sound channels, can downmix to 5.1- and two-channel, and can deliver audio quality at bit rates extending from DTS Digital Surround up to lossless. The only audio solution to provide up to lossless operation and backwards compatibility in a single bit stream, DTS-HD provides the highest quality audio performance available in the new format standards, while still being capable of playback in legacy equipment, such as existing home theater systems.
“We chose the name DTS-HD for the new formats in the consumer market because of both the strong association of DTS as a premium brand, and HD (high definition) as representing highest quality in the consumer electronics market,” said Brian Towne, Vice President, Consumer / Pro Audio Division at DTS. “As the industry prepares to introduce new hardware for next generation formats, DTS is developing a marketing campaign to support both manufacturers and content providers, while developing brand awareness among consumers. We are confident the marketplace will see that DTS-HD offers a tremendous opportunity for consumers to experience the best possible surround sound, while also providing crucial flexibility to hardware licensees and studios.”
In a separate announcement, DTS described the completion of its acquisition of QDesign Corporation, a Canadian audio delivery technology company, which is now formally DTS Canada ULC. Based in Vancouver BC and already integrated into DTS’ ongoing activities, the DTS Canada ULC team will focus exclusively on product development, IP creation and Research & Development.
Focused on developments in audio, video and security technologies, QDesign brings DTS experience and intellectual property relating to entertainment delivery in lower-bit rate, bandwidth-constrained environments such as wireless audio, portable devices and the Internet.
For more information, visit
www.dtsonline.com
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