Samsung Electronics, which is about to achieve world No. 1 TV for 19 consecutive years, has gone beyond ultra-high-definition competition to innovate the consumer viewing experience with ultra-high-quality technology.
Samsung Electronics announced that it will unveil a TV equipped with “Eclipse Audio,” a three-dimensional voice technology jointly developed with Google, for the first time at the world’s largest information technology (IT) and home appliance exhibition “CES 2025,” which will open in Las Vegas on the 7th (local time).
Eclipse Audio is based on IAMF technology. The characteristic of this technology is to adjust the sound position, intensity, and reflection sound of space to suit the device environment to realize vivid sound as if it were in a three-dimensional space.
IAMF technology is also the first audio technology standard adopted by the Open Media Alliance (AOM), which includes various global companies such as Google, Netflix, and Meta, including Samsung Electronics. It is a so-called “open-source” audio technology that has been released so that anyone can use it freely.
Samsung Electronics plans to install this new sound technology in its entire TV range, from 2025 crystal UHD models to Neo QLED 8K TVs that will be released this year.
Samsung Electronics’ move is interpreted as a strategic decision to not only introduce innovative sound technology but also actively respond to changing consumer demands by immediately commercializing new products to be released this year. It is a move to seek a breakthrough in the TV market, which has slowed down, with voice innovation technology.
This is based on the judgment that the entertainment environment of consumers is rapidly changing recently. Following the improvement of image quality, sound quality is now emerging as an important differentiator.
In particular, it is analyzed that the demand for TV sound quality has increased as more consumers prefer high-end audio systems such as home theaters.
It is interpreted that Samsung Electronics is developing ultra-high-quality technology to make the viewing experience more immersive by reflecting such consumer demands.
With the announcement of the new technology, Samsung Electronics presented new TV audio standards to the industry and clarified its willingness to lead innovation in sound technology.
This is why Samsung Electronics and Google announced that they will promote the introduction of the IAMF audio authentication program.
Together with the Korea Information and Communication Technology Association (TTA), an external certification body, the two companies plan to strengthen cooperation by setting test standards to ensure audio quality of devices with Eclipse audio technology.
Samsung Electronics and Google plan to support consumers to enjoy 3D audio content with IAMF technology through a TV-only YouTube app.
IAMF technology is expected to spread to various services in the future as it is led by several global companies to create standards and expand ecosystems.
“We will present the possibility of next-generation immersive audio technology through Neo QLED TVs equipped with 3D audio technology at CES 2025,” said Sohn Tae-yong, vice president of Samsung Electronics’ video display business. “IAMF technology will establish a new audio standard in the industry.”
“Google believes that Eclipse audio has the potential to change the way it experiences sound,” said Jim Bankowski, vice president of Google Chrome Engineering. “We are looking forward to how creators will use it to create new and innovative audio experiences.”
[Reporter Park Sora]