World's First 'Dolby Vision·Atmos'
Integrated into Paid Broadcast Set-Top Box
LG Uplus held an online press conference at 10 a.m. on the 12th to unveil the new soundbar-type set-top box, 'U+tv Soundbar Black.' Photo by 기자간담회 장면 캡쳐
[Asia Economy Reporter Cha Min-young] "Through a segmented IPTV customer preference-customized set-top box, we aim to earn customers' recognition that 'LG Uplus is the best for video viewing.' We will create true fans." (Choi Chang-guk, Head of LG Uplus Home/Media Business Group (Executive Director))
The era of 'home theater' where blockbuster movies can be vividly enjoyed at home simply by installing a paid broadcasting set-top box without expensive audio equipment costing millions of won is opening. The equipment rental fee is about 237,000 won for a 3-year usage household, which is cheaper than premium soundbars on the market. Despite the reasonable price, the 'quality' is also confident enough to have received better evaluations than soundbars priced around 700,000 won in blind tests.
First Paid Broadcasting Set-Top Box to Apply Dolby Technology
LG Uplus held an online press conference at 10 a.m. on the 12th to unveil the new soundbar-type set-top box 'U+tv Soundbar Black.' It is the world's first paid broadcasting set-top box applying the latest video and audio technologies from the global audio specialist Dolby Laboratories. In addition to Choi Chang-guk, Head of Home/Media Business Group, LG Uplus executives including Jeong Dae-yoon, Media Partnership Manager, Song Dae-won, Device Technology Manager (Executive Director), and Lee Geon-young, Media Business Manager (Executive Director) attended. Jo Cheol-woong, Marketing Director of Dolby Korea, was also present.
On this day, LG Uplus also revealed a micro-segmentation strategy in the device area to strengthen its media business. Including the Soundbar Black, the plan is to maximize content immersion environments based on various OTT and devices according to household composition types. Along with the existing general set-top boxes, they plan to capture 'true fans' by introducing various set-top boxes such as TV Free and Soundbar Black.
The new product Soundbar Black is a next-generation home media service that integrates home theater equipment into an IPTV set-top box. Choi Chang-guk, Head of Home/Media Business Group, said, "When the soundbar and set-top box are provided as one, it solves complicated aesthetic issues such as internet and wiring problems that occur when installed separately," adding, "When watching TV, if the set-top box and soundbar are not synchronized, it is inconvenient, but Soundbar Black is integrated with the set-top box, so there is no such worry."
Equipped with 8 High-Power JBL Speakers, "Passed Blind Test"
Soundbar Black is based on the world's first soundbar form factor equipped simultaneously with video technology 'Dolby Vision' and audio technology 'Dolby Atmos.' Inside the device are eight high-power speakers from the world-renowned audio brand JBL. It is equipped with three amplifiers delivering a powerful output of 150 watts (W), producing sounds close to the 100-decibel (dB) noise of a helicopter propeller.
The central processing unit (CPU), which acts as the brain of the set-top box, has more than doubled in performance compared to the previous model, enabling faster computation. It is equipped with an AI-related function called NPU (Neural Processing Unit) and plans to introduce AI-based services in the future. Song Dae-won, Device Technology Manager, explained, "This is the first chipset equipped with an MPU, and we chose it first. We plan to grow by applying MPU technology and integrate AI technology to improve customers' pain points (inconveniences)."
Dolby Atmos helps listeners feel spatial awareness through sound alone. It implements home theater technology, which used to require multiple speakers to create sound dimensionality, into a single set-top box, thus saving space. The algorithm technology also balances decibel (dB) levels between dialogue and background sounds. Dolby Vision technology, regarded as the industry's highest level of image quality, is also applied. It reduces inconveniences such as characters' faces being hard to see in night scenes or backlighting issues.
Choi Chang-guk, Head of Home/Media Business Group, emphasized, "We conducted a blind test before launching this product. We tested it against soundbars from audio specialist companies currently sold on the market costing about 700,000 won or more, and participants said our soundbar was actually better."
LG Uplus explained, "Although Dolby technology has already been applied to content in the OTT and video-on-demand (VOD) markets, there was no paid broadcasting set-top box supporting it. With the launch of Soundbar Black, the overall home content market is expected to make significant progress."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
