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SRS Labs Launches CircleCinema 3D

SRS Labs announced CircleCinema 3D, an audio solution designed specifically to complete the 3D HDTV experience.

According to the statement, CircleCinema 3D is the first new audio solution designed and developed exclusively at SRS’ state-of-the-art Advanced Rendering Lab (ARL). To deliver 3D audio, ARL engineers equipped CircleCinema 3D with the ability to render an immersive three-dimensional soundstage utilizing a combination of state-of-the-art SRS surround and adaptive tuning technologies. The resulting audio performance is distinctively more immersive with wider surround and a significantly more natural positioning of audio for both 2D and 3D content.

“Having the opportunity to enjoy a theater-like 3D experience in the home is quickly capturing the imagination of people everywhere,” said Allen H. Gharapetian, Vice President of Marketing for SRS Labs. “Nevertheless, it’s immediately apparent that a stunning 3D picture needs to be accompanied by equally stunning 3D audio, so we took the challenge seriously and came up with a new approach to bring realistically natural 3D audio to our TV manufacturing partners and make it possible for them to deliver on the promise of the true in-home three-dimensional entertainment experience.”

SRS’ Advanced Rendering Lab is dedicated to developing a series of new audio solutions geared to go well beyond traditional “surround sound” producing 3D audio as remarkably vivid as 3D video. The first of a series of advanced 3D audio solutions, SRS CircleCinema 3D is aimed for today’s 3D televisions and is available for immediate deployment from several leading SoC platform providers.

With over 250 million SRS-enabled flat panel TVs shipped worldwide since the beginning of 2001 and 19 out of top 20 TV brands using a wide variety of SRS audio technologies today in their HDTVs, SRS occupies a unique position in the industry as the de facto standard in TV audio. And, with nearly 150 granted and pending audio processing patents including specific patents for elevating the sound image and optimizing center channel performance, SRS is the most experienced and innovative audio company in the market capable of addressing the challenges associated with delivering a real 3D audio experience for the upcoming 3D TVs.

SRS CircleCinema 3D intuitively makes it possible for HDTV audio to keep pace, step-for-step, with its high-definition visual counterpart by delivering unmatched crisp and clear surround audio through the TV’s pre-installed speaker set or through multi-channel home theater speaker systems. Matching SRS’ hallmark performance standards, CircleCinema 3D allows end-users to enjoy an immersive audio experience with powerful bass and crystal clear dialog.

Several DTV SoC providers including Broadcom Corporation, Cirrus Logic and MediaTek will support and implement CircleCinema 3D. A recent industry study conducted by CEA estimated 4.5 million 3D TVs will ship by the end of 2010. And, while 3D TVs require consumers to wear special 3D glasses to view the 3D content, SRS CircleCinema 3D achieves its 3D audio performance without the need for any additional audio gear.

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