Dolby Laboratories launches Dolby Vision 2 licensing strategy

Dolby Laboratories is implementing a new licensing strategy for its HDR technology, Dolby Vision 2, to increase market penetration. The strategy introduces a tiered approach: a premium “Max” version for high-end devices and a more affordable base version designed to lower licensing hurdles for budget-friendly televisions.

Hisense has begun the operational rollout of Dolby Vision 2 in North America, Europe, and the Asia-Pacific region as of August 6. This initial wave utilizes MediaTek’s Pentonic 800 chip, with further semiconductor support expected by 2027.

To accelerate content availability, Dolby has introduced an automated process capable of upgrading approximately 33,000 existing films and series to the new standard without manual remastering. However, complex features such as “Authentic Motion” and “Precision Black” still require manual expert editing. Additionally, Dolby is targeting live sports as a strategic growth area, utilizing technologies like Dolby OptiView.