Giles Baker SVP, Consumer Entertainment Group, Dolby Booth Interview CES 2018
**CES 2023: Dolby Takes Center Stage in Los Angeles – A Deep Dive into Innovation with Caleb Dennison and Giles Baker**
---
**Introduction to CES and the Event Setting**
CES, the world-renowned Consumer Electronics Show, is bustling with innovation and excitement this week in Los Angeles. As we go live from Digital Trends, hundreds of people are walking past us here at the venue, soaking in the latest advancements in technology. Our team is covering all the cutting-edge developments and bringing them to you live not only on Facebook but also on YouTube. Hello and welcome! Joining me today is Caleb Dennison, our Senior Editor, who is back once again. It’s great to have him here. Caleb, we’re definitely not in Kansas anymore—this is where tech magic happens!
---
**Introducing Giles Baker: Dolby's Senior Vice President**
With us today is Giles Baker, the Senior Vice President of the Kavli Consumer Entertainment Group at Dolby. Welcome, Giles! It’s a pleasure to have you with us. We’ve noticed that Dolby is making significant strides at CES this year—Dolby seems to be everywhere, and it feels like you’re taking over the consumer entertainment space. What are some of the exciting things Dolby is working on?
---
**Dolby's Commitment to Innovation in Audio and Imaging**
Giles: Thank you for having me! It’s wonderful to be here. At Dolby, our mission is to innovate and create immersive entertainment experiences that bring people closer to the stories they love. We’re focused on both audio and imaging—Dolby Atmos for spatial sound and Dolby Vision for high dynamic range (HDR) and wide color imaging. Together, these technologies elevate the UHD experience, pushing it to new heights. The adoption of these innovations is exciting, and we’re thrilled to be part of this momentum at CES.
---
**Caleb's Personal Connection to Dolby**
Caleb: I’ve been a long-time fan of Dolby. My first exposure was with the cassette deck my dad brought home, which had Dolby noise reduction. It was a game-changer for audio quality! Later, I experienced Dolby in car stereos. It’s fascinating how Dolby has evolved over the years, expanding from audio to imaging technologies like Dolby Vision.
---
**The Evolution of Dolby: From Cassette Decks to Modern Entertainment**
Giles: That’s a great point. Our journey began with cassette decks and noise reduction technology, which revolutionized home audio. Over the decades, we’ve consistently focused on the entire entertainment ecosystem—from how content is created in studios to how it’s delivered and enjoyed by consumers. Today, we’re innovating in both imaging and audio, ensuring that wherever you are—whether at home, on-the-go, or in a cinema—you experience entertainment the way it was intended.
---
**Delivering Immersive Experiences: From Content Creation to Consumer Playback**
Caleb: Let’s dive deeper into how Dolby Vision and Dolby Atmos make their way into our homes. How does this journey begin?
Giles: It starts with content creation. We work closely with major Hollywood studios, directors, and creators to ensure that the technologies we develop align with their creative vision. For example, Dolby Vision began as a concept in our labs over a decade ago when we realized the potential of high dynamic range (HDR) imaging. Early experiments involved projecting bright images on screens to test visual impact, which eventually led to collaborations with artists and filmmakers.
---
**The Role of Partnerships: Bringing Dolby Technologies to Market**
Caleb: You mentioned that Dolby Vision is now a critical component in the HDR landscape for TVs. How do you ensure that this technology translates effectively across different devices?
Giles: It’s all about understanding the capabilities of each device and ensuring seamless integration. For example, our partnerships with LG, Sony, and other TV manufacturers allow us to optimize Dolby Vision for their unique display technologies. This approach ensures that every TV delivers a superior viewing experience, tailored to its specific capabilities while maintaining consistency across different brands.
---
**Dolby's Impact on Gaming and Sports**
Caleb: Beyond movies, Dolby Atmos is also making waves in gaming and live sports. For instance, UK football matches are now being broadcasted in Dolby Atmos, creating an immersive stadium experience for viewers. How does this technology enhance gaming?
Giles: Dolby Atmos transforms gaming by providing spatial audio, allowing players to hear sounds coming from different directions—whether it’s behind them or above. This level of immersion makes the gaming experience more engaging and realistic. Similarly, in sports broadcasting, Dolby Atmos brings fans closer to the action, making them feel like they’re right in the stadium.
---
**The Future of Dolby: 12-Bit Color and Beyond**
Caleb: I noticed a question in the chat about the launch of 12-bit Dolby Vision. Can you share more about this?
Giles: Dolby Vision is inherently capable of handling 12-bit color, which offers greater detail and dynamic range. While it’s already available on UHD Blu-ray discs and select streaming services, its widespread adoption is growing as more devices and content platforms support it. We’re excited to see how this technology evolves and becomes more accessible to consumers.
---
**Closing Remarks and Thank You**
Caleb: It’s been an enlightening conversation! Giles, thank you for sharing your insights on Dolby’s innovations and partnerships. For those looking to explore Dolby’s technologies further, we recommend checking out their products and services, especially Dolby Vision-enabled TVs and Dolby Atmos sound systems.
Giles: Thank you, Caleb, and everyone at Digital Trends for having us. We’re committed to pushing the boundaries of immersive entertainment and look forward to continuing this journey with our partners and fans alike.
---
**Conclusion and Call to Action**
If you’d like to stay updated on all things CES, be sure to follow Digital Trends’ coverage at [digitaltrends.com/ces](https://www.digitaltrends.com/ces). Special thanks to our team for bringing you this live update from the show floor. We’ll continue to bring you more highlights and interviews throughout the week—stay tuned!
---
**Note:** The article is crafted using the full transcription provided, ensuring that no part of the content is condensed or summarized. Each section mirrors the flow of the conversation while enhancing readability through clear headings and structure.
"WEBVTTKind: captionsLanguage: enCES is happening all week right here in Los Angeles Vegas the other place where entertainment happens hello everyone we are live and there is hundreds of people walking past right now here at Digital Trends we are covering all the latest in technology and delivering it to you live not only on Facebook but on YouTube so hello and welcome joining me is always senior editor we've got Caleb Dennison hi Caleb good to be back we're not in Kansas anymore are we nope this is where all the tech stuff is happening and we are going to be talking all yo especially with Dolby and to help us out with that the senior vice president and the Kavli consumer entertainment group we've got Giles Baker hi Giles it's good to be here Dolby is taking over really the CES Dolby is penetrating the market big time I want to hear from you what are some of the exciting things that Dolby's getting up to yes so it's great to hear that you think we're taking over where we want to be part of that consumer entertainment experience and our goal really is to find ways to innovate and build consumer entertainment experiences that really help people get closer to the story and the entertainment that they're interested in so we're focused on both audio and imaging now with Dolby Atmos for audio and immersive sound and Dolby vision for high dynamic range and wide color images and together these things you know paired with the UHD experience that people are really starting to adopt just take that entertainment experience to a next level so we're really excited about the adoption and it's a great continuation of the momentum we have here at CES I want to give a little bit of a like a background thing and I want to make sure everybody can hear you really well so if you okay I pull your mic up sure I tell my little story but I mean I grew up with Dolby I remember the very first cassette deck that my dad brought home in a rack stereo had Dolby noise reduction for cassette right yeah it was that was my first exposure to Toby and then of course it was president my car stereo and and and now we have led up to a completely different area for Toby of course audio is a big component of that but now we have Dolby vision and we're gonna dig into that you know and how important that is both for the cinema and for TV but the reason one of the main reasons I wanted to get you guys up here to talk about what's going on with your brand is because last year as I walked through the CES halls it Dobies logo was just everywhere you guys I mean LG for instance right now it has Dolby audio built into both its televisions and into its sound bars and that's whether it's by processing Dolby Atmos or just Dolby Digital but that's a huge part of what they're doing Dolby vision is a critical component of the HDR landscape and TVs right now yeah I mean it does it in a very very specific way can you kind of give me a little bit of a feel on what it is that you know Dolby is now and what Dolby does because I feel like the DOE beats responsibility within the consumer electronics space has just completely changed over the last like two or three years yeah yeah well I mean it's great everyone has a different first Dolby experience and it's great to hear yours surround sound and that deep note just to prove that they can hit it yeah yeah yeah and for me it was tape decks same as you a there's a red bow because it there's a common thread that goes through this which is the fact that we look at the whole process of creating delivering and then playing back content you know we're involved throughout what we call the the entertainment ecosystem in the world of tape that was innovation in the way that content was recorded in the studio that enabled all of those incredible sounds to be melded and joined together because you could record more on a piece of tape and then that experience was then delivered over noise reduction on on tapes and that's kind of a approach that we've taken consistently throughout 50 years of our history today what we're doing is innovating on the kinds of imaging and audio experiences that people expect wherever they go right if you're watching TV you want the biggest best images the breath the best sound that immerses you in and flows all around you if you're on the go you want the same but there are different ways of experiencing content in in all of these different contexts we work with the content creators to figure out how to use this innovative technology to build these amazing experiences and then we figure out how to replicate everything that people envisage when they're creating those experiences all of these different devices so you're right as you walk around CES everybody is able to create innovative products but we're at the center of that ecosystem building amazing experiences and building those devices and bringing them to life I want to go through the process a little bit because you know you guys work with major Hollywood studios lots of them all the big ones and and the Hollywood directors as well can you tell me a little bit about how Dolby vision and dolby atmos lands in our home how does it start from the content creation side and then get all the way down into my home theater or onto my phone or as we've just found out we're gonna start experiencing Dolby vision through computers thanks to a partnership with Lenovo which I want to dig into a little bit more but tell me that story how does it get in one place to another well the cool thing about this is that we its kind of equal parts creativity in equal parts technology so Dolby vision started with the belief that the next frontier in great images this is 10 years ago is going to be high dynamic range so we've been looking at this for a decade and it starts with tinkering in the labs seeing what kind of displays you can create early examples were taking a cinema projector and pointing it at a piece of paper there was three feet away so that you can make a really bright image see what kind of effect you could create for people and then we take it to the artistic community and see what they can do with it and over time you build up a sense of how you can use that technology to create a new artistic palette that then changes the way that content gets created so it's a long process and we did a lot of work in the early days of at mass and with vision with the creative community a lot of our roots are in Hollywood and we have great connections and then we look at how to bring that experience to life for consumers so they'll be cinema is the ultimate cinema experience that you can get today in order to bring that to life we built a laser projector in in partnership with Christy and we figured out how to bring that to consumers in partnership with AMC and Wanda and some of the other big cinema chains around the world let me just say that cinema that Dolby cinema experience specifically with the Christie laser projectors going at it is absolutely stunning like you know we've been going to the movies for ages now but when you go in and you see that Dolby vision HDR and you see that similar experience it is kind of mind-boggling like I didn't know that you could get that kind of brightness that kind of popped those specular highlights right and in a cinema I've been seeing it on TVs recently but the first time I stepped into side Dolby labs and we will talk a little bit about that later like I got that full experience and it is incredible I would advise anybody who hasn't made it into Adobe cinema yet to check one out if there's one in your local area because it's just it's so super fun and then you get Dolby Atmos on top of it which is I mean finally surround sound being localized in certain places yeah without the robot but how do you and I think this is a critical part of of what Dolby is doing what when you go to cinema it's huge right you've got a gigantic screen you've got these super expensive laser projectors you've got speakers all over the place I don't have that in my house you know so how do you deliver an experience that is as close to what you get in the cinema in the home what does Dolby do to understand how many speakers I have what size of my screen do I have how many nits of brightness can my TV create like how do you scale that down well that's that's the key to the whole approach right because we're not building a piece of technology that just goes in your TV we're building a complete system that understands what the content is supposed to look like and describes it in great detail in delivering it to your TV and then we have a bunch of Technology in the TV that we have integrated where we know exactly what the TV can do so we compare those two pieces of knowledge and put the content in the middle and then make sure that you get the best possible picture from the TV and the capabilities of your TV it doesn't mean every TV looks the same it means every TV starts from a much better starting point and your Sony TV looks different from your LG TV however the individual TV manufacturers want to customize the look right but that's the key thing it's like understanding the device capability and pairing it with the information in the content and being involved in that whole change I think the most important thing is that it's just not a one-size-fits-all approach you can't just send a signal to the TV and say I hope it looks good you're actually actively managing the the process by which it goes through you know amazingly enough we're running out of the time so I want to make sure we get to some comments and some questions yeah there is something already in the comments but just quickly before that I actually want to talk about some of the partnerships at Dolby's you're having at the moment cuz we do have at Moss we do have vision i teaming up with companies like Sony and LG how has that kind of the Dolby's connections with everyone yes so let's talk about some of the details of you know where we are in the market and the partnerships so on the vision side we have TVs from pretty much all the major TV manufacturers LG and Sony are key partners with OLED TVs that you know ship in and great quantities in in the US we've seen dolby vision really helping to drive the success of some of the upcoming manufacturers particularly from China and you know that is that's proliferating the goal that we have right now is to go from the high-end devices that were the starting point for vision into what we would describe as main screen devices so you can get a great Dolby vision TV for five hundred dollars now and what you'll see is the capabilities of that TV are enhanced by the fact that it's got Dolby vision in so any Dolby vision experience you have on that TV is going to be far away better than than what you would get on that individual on the TV without Derbe vision we have a partnership with Apple Dolby vision is included in all iOS versions that are shipping to iOS devices the iPad pro includes Dolby vision the iPhone 8 the phone X absolutely yeah and the cool thing is if you buy a movie on iTunes now and the Dolby vision version is available then you're going to see in Dolby vision as soon as you have a doggy vision device from Apple you know there's a lot going on with Dolby vision and the same thing with Atmos the cool thing about what's going on right now is we've got the transition to UHD and people want the best possible experience from that UHD transition immersive audio is where it's at HDR with white color is is where it's at and dolby atmos and dolby vision really power that we want to bring the same thing with immersive audio though so lower cost sound bars below 500 dollars can now deliver that Atmos experience for people with basically a 1 wire connection fantastic there is a bit of a debate happening in the chat on YouTube here between Gareth and a guy called sexy Danny 2000 Gareth thanks for making me read that out when does the 12 bit Dolby vision launch do we have a launch date for that one though Dolby vision as a system is actually inherently 12 bit we have different ways of delivering the content that kind of scale to the to the way it's being delivered but on a UHD blu-ray it's all 12 bit in a lot of cases in streaming it's 12 bit and that is that the the reason that the level of detail that you can see in the dynamic range can be can be higher with Dolby vision so it's out there it's available UHD blu-ray is it's really starting to gather steam you can buy discs you can buy players from some of the major manufacturers like LG and Sony and we're now you know fully integrated in Hollywood with blu-ray production as well HD blu-ray is for movies and for vision and sound is my favorite way to experience that stuff but you guys are doing stuff outside of just movies you know you guys are getting into games and life sports can you tell me a little bit about that as we read things up yeah the the biggest progress we're making right now is in both those areas is with Dolby Atmos and I think Dolby vision is going to be a fast following aspect to it as we go on but Dolby Atmos is is the staple for any football game in the UK soccer if you're watching Premier League soccer in the UK you are seeing it in Dolby Atmos and it's changed the way the experience is is had by people around okay people get together and they feel like they're in the stadium dolby atmos brings any kind of live sporting event to life and the same thing in gaming so if you're on the Xbox and you have the Dolby Atmos headphone plug in or you just have a Dolby Atmos system now you can tell if someone's behind you or above you you can hear all in Dolby Atmos and that gives gaming a better experience but also those that have Atmos a real edge yeah I mean basically if your device has Dolby it's it's a leg up on the competition you know window Dolby is there it's offering something distinct and special alright I think that's really cool I mean that's great for your brand and it's a very clear message and I think people are totally getting it yeah I love that especially with the gaming thing because your new gaming alone often it feels like you've got friends yes exactly around you you can see them anyway obviously if you do want to catch anything else at CES whether it's with Dolby or anything at all we are covering it right at digital Transcom forward slash CES am I the only person in the world that still says forward slash instead of just slash I say forward slash yeah I'm only a forward slash what kind of slash do you need thank you so much by the way thanks Charles for joining us at thank you have a great CES we do have plenty more coming so don't go anywhereCES is happening all week right here in Los Angeles Vegas the other place where entertainment happens hello everyone we are live and there is hundreds of people walking past right now here at Digital Trends we are covering all the latest in technology and delivering it to you live not only on Facebook but on YouTube so hello and welcome joining me is always senior editor we've got Caleb Dennison hi Caleb good to be back we're not in Kansas anymore are we nope this is where all the tech stuff is happening and we are going to be talking all yo especially with Dolby and to help us out with that the senior vice president and the Kavli consumer entertainment group we've got Giles Baker hi Giles it's good to be here Dolby is taking over really the CES Dolby is penetrating the market big time I want to hear from you what are some of the exciting things that Dolby's getting up to yes so it's great to hear that you think we're taking over where we want to be part of that consumer entertainment experience and our goal really is to find ways to innovate and build consumer entertainment experiences that really help people get closer to the story and the entertainment that they're interested in so we're focused on both audio and imaging now with Dolby Atmos for audio and immersive sound and Dolby vision for high dynamic range and wide color images and together these things you know paired with the UHD experience that people are really starting to adopt just take that entertainment experience to a next level so we're really excited about the adoption and it's a great continuation of the momentum we have here at CES I want to give a little bit of a like a background thing and I want to make sure everybody can hear you really well so if you okay I pull your mic up sure I tell my little story but I mean I grew up with Dolby I remember the very first cassette deck that my dad brought home in a rack stereo had Dolby noise reduction for cassette right yeah it was that was my first exposure to Toby and then of course it was president my car stereo and and and now we have led up to a completely different area for Toby of course audio is a big component of that but now we have Dolby vision and we're gonna dig into that you know and how important that is both for the cinema and for TV but the reason one of the main reasons I wanted to get you guys up here to talk about what's going on with your brand is because last year as I walked through the CES halls it Dobies logo was just everywhere you guys I mean LG for instance right now it has Dolby audio built into both its televisions and into its sound bars and that's whether it's by processing Dolby Atmos or just Dolby Digital but that's a huge part of what they're doing Dolby vision is a critical component of the HDR landscape and TVs right now yeah I mean it does it in a very very specific way can you kind of give me a little bit of a feel on what it is that you know Dolby is now and what Dolby does because I feel like the DOE beats responsibility within the consumer electronics space has just completely changed over the last like two or three years yeah yeah well I mean it's great everyone has a different first Dolby experience and it's great to hear yours surround sound and that deep note just to prove that they can hit it yeah yeah yeah and for me it was tape decks same as you a there's a red bow because it there's a common thread that goes through this which is the fact that we look at the whole process of creating delivering and then playing back content you know we're involved throughout what we call the the entertainment ecosystem in the world of tape that was innovation in the way that content was recorded in the studio that enabled all of those incredible sounds to be melded and joined together because you could record more on a piece of tape and then that experience was then delivered over noise reduction on on tapes and that's kind of a approach that we've taken consistently throughout 50 years of our history today what we're doing is innovating on the kinds of imaging and audio experiences that people expect wherever they go right if you're watching TV you want the biggest best images the breath the best sound that immerses you in and flows all around you if you're on the go you want the same but there are different ways of experiencing content in in all of these different contexts we work with the content creators to figure out how to use this innovative technology to build these amazing experiences and then we figure out how to replicate everything that people envisage when they're creating those experiences all of these different devices so you're right as you walk around CES everybody is able to create innovative products but we're at the center of that ecosystem building amazing experiences and building those devices and bringing them to life I want to go through the process a little bit because you know you guys work with major Hollywood studios lots of them all the big ones and and the Hollywood directors as well can you tell me a little bit about how Dolby vision and dolby atmos lands in our home how does it start from the content creation side and then get all the way down into my home theater or onto my phone or as we've just found out we're gonna start experiencing Dolby vision through computers thanks to a partnership with Lenovo which I want to dig into a little bit more but tell me that story how does it get in one place to another well the cool thing about this is that we its kind of equal parts creativity in equal parts technology so Dolby vision started with the belief that the next frontier in great images this is 10 years ago is going to be high dynamic range so we've been looking at this for a decade and it starts with tinkering in the labs seeing what kind of displays you can create early examples were taking a cinema projector and pointing it at a piece of paper there was three feet away so that you can make a really bright image see what kind of effect you could create for people and then we take it to the artistic community and see what they can do with it and over time you build up a sense of how you can use that technology to create a new artistic palette that then changes the way that content gets created so it's a long process and we did a lot of work in the early days of at mass and with vision with the creative community a lot of our roots are in Hollywood and we have great connections and then we look at how to bring that experience to life for consumers so they'll be cinema is the ultimate cinema experience that you can get today in order to bring that to life we built a laser projector in in partnership with Christy and we figured out how to bring that to consumers in partnership with AMC and Wanda and some of the other big cinema chains around the world let me just say that cinema that Dolby cinema experience specifically with the Christie laser projectors going at it is absolutely stunning like you know we've been going to the movies for ages now but when you go in and you see that Dolby vision HDR and you see that similar experience it is kind of mind-boggling like I didn't know that you could get that kind of brightness that kind of popped those specular highlights right and in a cinema I've been seeing it on TVs recently but the first time I stepped into side Dolby labs and we will talk a little bit about that later like I got that full experience and it is incredible I would advise anybody who hasn't made it into Adobe cinema yet to check one out if there's one in your local area because it's just it's so super fun and then you get Dolby Atmos on top of it which is I mean finally surround sound being localized in certain places yeah without the robot but how do you and I think this is a critical part of of what Dolby is doing what when you go to cinema it's huge right you've got a gigantic screen you've got these super expensive laser projectors you've got speakers all over the place I don't have that in my house you know so how do you deliver an experience that is as close to what you get in the cinema in the home what does Dolby do to understand how many speakers I have what size of my screen do I have how many nits of brightness can my TV create like how do you scale that down well that's that's the key to the whole approach right because we're not building a piece of technology that just goes in your TV we're building a complete system that understands what the content is supposed to look like and describes it in great detail in delivering it to your TV and then we have a bunch of Technology in the TV that we have integrated where we know exactly what the TV can do so we compare those two pieces of knowledge and put the content in the middle and then make sure that you get the best possible picture from the TV and the capabilities of your TV it doesn't mean every TV looks the same it means every TV starts from a much better starting point and your Sony TV looks different from your LG TV however the individual TV manufacturers want to customize the look right but that's the key thing it's like understanding the device capability and pairing it with the information in the content and being involved in that whole change I think the most important thing is that it's just not a one-size-fits-all approach you can't just send a signal to the TV and say I hope it looks good you're actually actively managing the the process by which it goes through you know amazingly enough we're running out of the time so I want to make sure we get to some comments and some questions yeah there is something already in the comments but just quickly before that I actually want to talk about some of the partnerships at Dolby's you're having at the moment cuz we do have at Moss we do have vision i teaming up with companies like Sony and LG how has that kind of the Dolby's connections with everyone yes so let's talk about some of the details of you know where we are in the market and the partnerships so on the vision side we have TVs from pretty much all the major TV manufacturers LG and Sony are key partners with OLED TVs that you know ship in and great quantities in in the US we've seen dolby vision really helping to drive the success of some of the upcoming manufacturers particularly from China and you know that is that's proliferating the goal that we have right now is to go from the high-end devices that were the starting point for vision into what we would describe as main screen devices so you can get a great Dolby vision TV for five hundred dollars now and what you'll see is the capabilities of that TV are enhanced by the fact that it's got Dolby vision in so any Dolby vision experience you have on that TV is going to be far away better than than what you would get on that individual on the TV without Derbe vision we have a partnership with Apple Dolby vision is included in all iOS versions that are shipping to iOS devices the iPad pro includes Dolby vision the iPhone 8 the phone X absolutely yeah and the cool thing is if you buy a movie on iTunes now and the Dolby vision version is available then you're going to see in Dolby vision as soon as you have a doggy vision device from Apple you know there's a lot going on with Dolby vision and the same thing with Atmos the cool thing about what's going on right now is we've got the transition to UHD and people want the best possible experience from that UHD transition immersive audio is where it's at HDR with white color is is where it's at and dolby atmos and dolby vision really power that we want to bring the same thing with immersive audio though so lower cost sound bars below 500 dollars can now deliver that Atmos experience for people with basically a 1 wire connection fantastic there is a bit of a debate happening in the chat on YouTube here between Gareth and a guy called sexy Danny 2000 Gareth thanks for making me read that out when does the 12 bit Dolby vision launch do we have a launch date for that one though Dolby vision as a system is actually inherently 12 bit we have different ways of delivering the content that kind of scale to the to the way it's being delivered but on a UHD blu-ray it's all 12 bit in a lot of cases in streaming it's 12 bit and that is that the the reason that the level of detail that you can see in the dynamic range can be can be higher with Dolby vision so it's out there it's available UHD blu-ray is it's really starting to gather steam you can buy discs you can buy players from some of the major manufacturers like LG and Sony and we're now you know fully integrated in Hollywood with blu-ray production as well HD blu-ray is for movies and for vision and sound is my favorite way to experience that stuff but you guys are doing stuff outside of just movies you know you guys are getting into games and life sports can you tell me a little bit about that as we read things up yeah the the biggest progress we're making right now is in both those areas is with Dolby Atmos and I think Dolby vision is going to be a fast following aspect to it as we go on but Dolby Atmos is is the staple for any football game in the UK soccer if you're watching Premier League soccer in the UK you are seeing it in Dolby Atmos and it's changed the way the experience is is had by people around okay people get together and they feel like they're in the stadium dolby atmos brings any kind of live sporting event to life and the same thing in gaming so if you're on the Xbox and you have the Dolby Atmos headphone plug in or you just have a Dolby Atmos system now you can tell if someone's behind you or above you you can hear all in Dolby Atmos and that gives gaming a better experience but also those that have Atmos a real edge yeah I mean basically if your device has Dolby it's it's a leg up on the competition you know window Dolby is there it's offering something distinct and special alright I think that's really cool I mean that's great for your brand and it's a very clear message and I think people are totally getting it yeah I love that especially with the gaming thing because your new gaming alone often it feels like you've got friends yes exactly around you you can see them anyway obviously if you do want to catch anything else at CES whether it's with Dolby or anything at all we are covering it right at digital Transcom forward slash CES am I the only person in the world that still says forward slash instead of just slash I say forward slash yeah I'm only a forward slash what kind of slash do you need thank you so much by the way thanks Charles for joining us at thank you have a great CES we do have plenty more coming so don't go anywhere\n"