Dolby and Philips Introduce 'Dolby 3D' HD Format

1:39 PM PDT 4/12/2012 by Carolyn Giardina

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Demonstrations will be held next week at the National Associations of Broadcasters Convention.

Dolby and Philips has introduced a proposed 3D HD format aimed at delivering full HD 3D content to enabled devices, including glasses-free displays. “Dolby 3D” will be demoed next week at the National Association of Broadcasters (NAB) Show in Las Vegas.

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“We believe that Dolby 3D can help drive the adoption of 3D — creating a comfortable, customizable, truly enjoyable glasses-free 3D viewing experience while enhancing 3D display performance,” said Ramzi Haidamus, executive vp, sales and marketing at Dolby.

The companies in the joint project have “starting engaging some consumer electronics companies … and on the content side, (businesses such as) broadcast operators and OTT content aggregators,” Roland Vlaicu, Dolby’s senior director of broadcast video ecosystems, told The Hollywood Reporter.

The Dolby 3D format would effectively be used for encoding/decoding, transmission and rendering to 3D-ready displays and mobile devices. Dolby and Philips have started to engage standards bodies and have an eye toward licensing the technology, according to Vlaicu.