Adgully Exclusive | Dolby, UFO strive for a complete Entertainment Experience: Dolby's Mahesh Sundaram

Picture this! You are sitting in a theatre, watching an Arnold Schwarzenegger's The Terminator, where he is caught in the blast of an exploding gasoline tank truck or a Sylvester Stallone gunning the opposition down in Rambo ' and you can feel every bit of it as though you are living every moment of it ' sounds too good to be true right?

Well guess not!

Digital Dolby ' the voice behind the audio for more than five decades now has been enthralling its audiences with sound quality that's is unmatched.

Well Dolby Laboratories is looking to break all barriers in order to deliver better "entertainment experience' to the audience.

UFO Moviez India Ltd and Dolby Laboratories, Inc., earlier announced a collaboration to bring a major transition in the audio experience across UFO's digital cinema screens.

Dolby will assist UFO with setup for the digital encoding and mastering workflow for UFO Moviez and provide UFO-Dolby co-branded CP750 cinema processors, delivering a complete end-to-end digital sound process and helping to provide an authentic audio experience in the theatres.

A thrilled Dolby Laboratories Vice President-Asia Pacific, Mahesh Sundaram in an exclusive interview with Adgully said that now they will be able to have an "entertainment experience, exactly as the artist intended."

"UFO has been an innovator in the cinema industry -- using digital distribution platform technology to make an immediate difference to the business of cinema and to the audience of cinema. UFO wanted to take innovation to the next level by revolutionizing the moviegoer's experience by making a difference to the audio entertainment experience," explained Sundaram.

"And we are the best at delivering audio quality with Dolby Surround Sound. This is where the interests of Dolby and UFO are aligned. With great audio technology and services, consumers will now be able to have an entertainment experience, exactly as the artist intended. Together, UFO and Dolby, share a common vision of bringing the very best experiences to audiences in UFO's theaters," he added.

Constantly looking for innovation and improvement, Dolby, Sundaram feels, will strive to make entertainment richer, more realistic, and immersive.

"Over the years, Dolby's leadership in entertainment technology, has been built on working with all constituents of any given entertainment ecosystem that we serve ' cinema, broadcast, consumer electronics or electronic media. Despite the innovations in the technology, we would continue to work with content creators to realize and preserve their creative intent, work with content distributors and technology platform providers to help distribute content and worked with device providers, to deliver technology, products and services that will help audiences experience their favorite content, as intended by the content creator," said Sundaram.

"We are also committed to bring this high quality experience to all screens ' the cinema, the television, the PC, the handset and the tablet," he added.

So what was the whole idea of teaming up with UFO Moviez?

"The idea was to help the consumers, visiting UFO's cinemas to experience, audio, the exactly as the way the content creator intended. This also helps content creation community preserve their creative intent. Dolby and UFO will work together to drive a transformation in the experience of consumers in UFO Cinemas," Sundaram informed.

"This will entail, creating the right reference deliverables at the mastering stage, carrying the content in the exact same way as it has been mastered through UFO's digital distribution platform, having the right audio reproduction products installed in the cinemas and calibrating and aligning the cinemas so that the experience is exactly as the artist intended," he added.

Setting long-term plans Dolby now aims to create business for licensing technology for set top boxes in India.

"We are also focusing on broadcast and the mobile industry in India. We are working with different partners such as broadcasters, mobile aggregators, mobile device manufactures, content creators and others to deliver premium content to consumers.

"We really work at three stages, beginning with content creation through to content distribution and finally content playback. This approach can help best ensure consumers get the best experience in the simplest, most efficient manner. The big theme is in terms of huge distribution platform and improved content delivery that creates market for content and it brings monetization model for content owner.

"The consumer wins because they can now enjoy new types of experiences on more devices and in more ways than before. In our broadcast market, where we derive revenue from licensing our technologies to manufacturers of televisions and set-top boxes, we have the opportunity to increase the adoption of our multichannel technologies as more countries transition from analog to digital broadcast and offer HD content.

"While we have experienced success in increasing the adoption of our technologies in digital broadcast to date, we believe there are still significant opportunities for growth. Our partnership with broadcasters like Start TV and DTH operators like Airtel, Tata Sky and others has helped drive awareness about efficiency and quality of our multichannel technologies which are well suited to digital broadcast bandwidth requirements and to delivering a premium HD content experience," he added.