dolby vision

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The new Dolby Vision 2 HDR standard is probably going to be controversial

Dolby has announced the features of Dolby Vision 2, its successor to the popular Dolby Vision HDR format.

Whereas the original Dolby Vision was meant to give creators the ability to finely tune exactly how TVs present content in HDR, Dolby Vision 2 appears to significantly broaden that feature to include motion handling as well—and it also tries to bridge the gap between filmmaker intent and the on-the-ground reality of the individual viewing environments.

What does that mean, exactly? Well, Dolby says one of the pillars of Dolby Vision 2 will be “Content Intelligence,” which introduces new “AI capabilities” to the Dolby Vision spec. Among other things, that means using sensors in the TV to try to fix the oft-complained-about issue of shows being too dark.

Many editors and filmmakers tweak their video content to be best viewed in a dark room on a high-end TV with strong peak brightness, contrast, color accuracy, and so on. Unfortunately, that sometimes means that some shows are laughably dark on anything but the most optimal target setup—think Apple TV+’s Silo, or the infamous Battle of Winterfell in the final season of Game of Thrones, both of which many people complained were too dark for clear viewing.

With Content Intelligence, Dolby Vision 2 will allegedly make the image “crystal clear” by “improving clarity in any viewing environment without compromising intent.” Further, it will use ambient light detection sensors in supporting TVs to adjust the content’s presentation based on how bright the viewer’s room is.

Fixing motion smoothing—or making it worse?

There’s plenty that’s going to be controversial in Content Intelligence with some purists, but it’s another feature called Authentic Motion that’s probably going to cause the biggest stir for Dolby Vision 2.

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Prime Video cuts Dolby Vision, Atmos support from ad tier—and didn’t tell subs

Surprise —

To get them back, you must pay an extra $2.99/month for the ad-free tier.

High King Gil-galad and Elrond in The Lord of the Rings: The Rings of Power

Enlarge / The Rings of Power… now in HDR10+ for ad-tier users.

On January 29, Amazon started showing ads to Prime Video subscribers in the US unless they pay an additional $2.99 per month. But this wasn’t the only change to the service. Those who don’t pay up also lose features; their accounts no longer support Dolby Vision or Dolby Atmos.

As noticed by German tech outlet 4K Filme on Sunday, Prime Video users who choose to sit through ads can no longer use Dolby Vision or Atmos while streaming. Ad-tier subscribers are limited to HDR10+ and Dolby Digital 5.1.

4K Filme confirmed that this was the case on TVs from both LG and Sony; Forbes also confirmed the news using a TCL TV.

“In the ads-free account, the TV throws up its own confirmation boxes to say that the show is playing in Dolby Vision HDR and Dolby Atmos. In the basic, with-ads account, however, the TV’s Dolby Vision and Dolby Atmos pop-up boxes remain stubbornly absent,” Forbes said.

Amazon hasn’t explained its reasoning for the feature removal, but it may be trying to cut back on licensing fees paid to Dolby Laboratories. Amazon may also hope to push HDR10+, a Dolby Vision competitor that’s free and open. It also remains possible that we could one day see the return of Dolby Vision and Dolby Atmos to the ad tier through a refreshed licensing agreement.

Amazon has had a back-and-forth history with supporting Dolby features. In 2016, it first made Dolby Vision available on Prime Video. In 2017, though, Prime Video stopped supporting the format in favor of HDR10+. Amazon announced the HDR10+ format alongside Samsung, and it subsequently made the entire Prime Video library available in HDR10+. But in 2022, Prime Video started offering content like The Lord of the Rings: The Rings of Power in Dolby Vision once again.

Amazon wasn’t upfront about removals

Amazon announced in September 2023 that it would run ads on Prime Video accounts in 2024; in December, Amazon confirmed that the ads would start running on January 29 unless subscribers paid extra. In the interim, Amazon failed to mention that it was also removing support for Dolby Vision and Atmos from the ad-supported tier.

Forbes first reported on Prime Video’s ad-based tier not supporting Dolby Vision and Atmos by assuming that it was a technical error. Not until after Forbes published its article did Amazon officially confirm the changes. That’s not how people subscribing to a tech giant’s service expect to learn about a diminishing of their current plan.

It also seems that Amazon’s removal of the Dolby features has been done in such a way that it could lead some users to think they’re getting Dolby Vision and Atmos support even when they’re not.

As Forbes’ John Archer reported, “To add a bit of confusion to the mix, on the TCL TV I used, the Prime Video header information for the Jack Ryan show that appears on the with-ads basic account shows Dolby Vision and Dolby Atmos among the supported technical features—yet when you start to play the episode, neither feature is delivered to the TV.”

As streaming services overtake traditional media, many customers are growing increasingly discouraged by how the industry seems to be evolving into something strongly reminiscent of cable. While there are some aspects of old-school TV worth emulating, others—like confusing plans that don’t make it clear what you get with each package—are not.

Amazon didn’t respond to questions Ars Technica sent in time for publication, but we’ll update this story if we hear back.

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