New SRS CircleCinema 3D Delivers Three-Dimensional Audio, Completing Next-Generation Entertainment ExperienceSANTA ANA, Calif., April 15 — (PRNewswire) — SRS Labs (Nasdaq: SRSL), the industry leader in surround sound, audio, and voice technologies, today introduced CircleCinema™ 3D, an advanced audio solution designed specifically to complete the 3D HDTV experience.
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.
About SRS Labs, Inc.
Founded in 1993, SRS Labs is the industry leader in audio signal processing for consumer electronics. Beginning with the audio technologies originally developed at Hughes Aircraft, SRS Labs holds over 150 worldwide patents and is recognized by the industry as the foremost authority in research and application of human auditory principles. Through partnerships with leading global CE companies, semiconductor manufacturers and software partners, SRS audio, surround sound and voice processing technologies have been included in over one billion electronic products sold worldwide including HDTVs, mobile phones, portable media devices, PCs and automotive entertainment. In fact, SRS Labs is the de-facto standard of HDTV audio processing with nine of the top ten name brand flat panel TVs featuring SRS technology. Additionally, SRS Labs surround sound solutions provide the professional broadcast and recording industries with high-performance production, back-haul, storage, and transmission capability. SRS Labs supports manufacturers worldwide with offices in the U.S., China, Europe, Japan, Korea and Taiwan. For more information, visit www.srslabs.com.
Except for historical information contained in this release, statements in this release, including those by Mr. Gharapetian, may constitute forward-looking statements regarding our assumptions, projections, expectations, targets, intentions or beliefs about future events that are based on management's belief, as well as assumptions made by, and information currently available to, management. While the Company believes that its expectations are based upon reasonable assumptions, there can be no assurances that the Company's goals and strategy will be realized. Numerous factors, including risks and uncertainties, may affect the Company's actual results and may cause results to differ materially from those expressed in forward-looking statements made by or on behalf of the Company. Some of these factors include the acceptance of new SRS Labs' products and technologies, the impact of competitive products and pricing, the timely development and release of technologies by the Company, general business and economic conditions, especially in Asia, and other factors detailed in the Company's Form 10-K and other periodic reports filed with the SEC. SRS Labs specifically disclaims any obligation to update or revise any forward-looking statement whether as a result of new information, future developments or otherwise.
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