Dolby Hai Shi Let consumers to enjoy high-quality digital entertainment

 Vice President, Asia Pacific, Dolby Laboratories Hai Shi

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respondents Person: Vice President, Asia Pacific, Dolby Laboratories Hai Shi

Time: April 2, 2010

Location: Beijing Sofitel < p> With the new generation of mobile communication technology, radio and television technology and display technology, audio technology has also expanded the scope of application, which will bring consumers an unprecedented entertainment experience. We are concerned about the progress in digital entertainment technology of huge benefit to consumers, but also should be concerned about their industries and enterprises related to the new challenges and new opportunities.

as a direct participant in the era of digital entertainment, Dubi Ya Hai Shi, Vice President Pacific Region with the actual situation of Dolby technologies, to reporters on the future direction of digital entertainment technology.

These are very cutting edge of technology or strategic. Audio technology from Dolby noise reduction, the development of the Dolby Digital Dolby Surround, Dolby HD, Dolby technologies such as mobile entertainment experience. Please tell us about the development of the world's focus on audio technology the next step. Dolby audio technology combined with the development process, what areas you value most audio applications?

Hai Shi: the trend of development from the entertainment point of view, digital is the future mainstream. For now, the digital content in fact has been achieved, but in other areas, the quality of digital content, but declined, for example, the sound quality of MP3 player as a CD sound quality music on the phone sound quality as home theater, so that is not digital entertainment will be able to bring high-quality entertainment experience.

But anyway, Dolby digital entertainment companies are meant for the opportunity. Focus on the future development of audio technology is to allow consumers to check both high quality and convenience of the entertainment experience. In the digital age, consumers feel MP3 is very convenient, you can always carry; audio quality on the Internet, though a bit poor, but it has the convenience. So, Dolby in this area a great investment in research and development efforts. In many industries, such as radio and television industry, the mobile industry have launched a end to end solutions to ensure that consumers convenient entertainment at the same time, maximize the quality of entertainment content, so that consumers do not need to make trade-offs and compromise.

the same time, Dolby is also committed to innovation and technology for the entire industry chain partners to bring value to products and services unique. For consumers, Dolby is focused on innovation and technology to consumers anytime, anywhere to enjoy high-quality entertainment experience.

Reporter: Can you combine the latest Dolby technology development, explain in detail in radio, television, consumer electronics, mobile communications, digital cinema and other fields of cutting-edge audio technology applications?

Hai stone: keeping pace with cutting-edge world of information technology, development of a rich people demand entertainment audio technology, Dolby is very good. Dolby experience is that technology development must be based on the premise of a deep understanding of the market, it is very important. Dolby adhere to market-oriented, while tightly around our core competencies and business, according to our existing plans, conduct research and development and business promotion. Recently, Dolby is also the construction of a new generation of broadcast networks, 3G communications technology and the widespread application of triple play in China the impact of the policy for the industry, and actively promote the Dolby Digital +, the next generation of high-definition audio, a wider application. Dolby is concerned, both in research techniques or product development, we all want to to partners, customers and entertainment consumers a great deal of change. Dolby's technology evolution, from noise to the theater, surround sound from Dolby PC entertainment experience to the mobile entertainment experience, real-time 3D audio technology from Dolby core engine to the 3D solutions, each of Dolby technology or product for partners and customers to create value for consumers of different entertainment.

in the field of radio and television, with radio and television around the world are carrying out a digital, Dolby Digital Plus in a wider range of applications. Dolby Digital Plus, Dolby Digital technology is based on the advanced audio coding format, it can provide a higher rate for the lower efficiency, support for up to 7.1 channels from the network TV content to the terrestrial digital TV signals, IPTV HD TV shows to cable, satellite broadcast and high definition Blu-ray discs can use the technology.

in mobile communications, mobile entertainment experience, Dolby technology for mobile phones to bring discrete 5.1 multi-channel sound, while Dolby also offers pre-and encoding tools --- Du generator than the media, if the mobile entertainment experience with integrated Dolby Mobile technology, combined, can provide a true end to end mobile entertainment solutions. In addition, the times in the pursuit of personal entertainment, Dolby will come from movies, music, television, games, stereo or 5.1-channel audio into 6.1 or 7.1-channel expansion, in support of its computer the sound, while stepping up your surround sound sound field expansion, natural bass, high frequency enhancement, optimization and other aspects of audio for promotional activities.

with the 3D film Available with traditional film 50 years ago, 3D projection systems, 3D Digital Cinema now offers more compelling sense of reality, less investment in multiplex theaters, and more easily installed release 3D content creation. Dolby 3D Digital Cinema is an extension of Dolby Digital Cinema. Dolby 3D Digital Cinema to create impressive 3D viewing experience for cinema audiences of each seat provide true color and clear images. Dolby 3D color outstanding addition to high quality, but on the theater, it is feasible, cost-efficient technologies and products, installation and operation is also very convenient. At present, nearly half of China's domestic use of Dolby 3D Cinema 3D system.