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January 27, 2004--Dolby Laboratories is pleased to announce that during CBS's
Super Bowl XXXVIII broadcast on Sunday, February 1 at least five commercials will
be presented in rich Dolby® Pro Logic® II technology--giving all television viewers a
full surround sound experience for the best commercials of the year.
Three out of the last four Super Bowl broadcasts have been presented in Dolby
Digital 5.1 surround sound on HDTV and DTV services, bringing viewers right into
the action of the game. Since 1990, most Super Bowls have also been broadcast in
Dolby Pro Logic surround on analog TV services. However, during commercial
breaks the sound collapses into two-dimensional stereo or mono sound. In a first
for commercial production, five of this year's Super Bowl commercials--three from
a major beer company and two from a major American car manufacturer--will
continue the surround experience and keep the audience's attention with Dolby Pro
Logic II surround sound.
"There are so many viewers out there that look forward to the commercials that air
during the Super Bowl as much or even more than they look forward to watching
the game," said Tom Daily, Director, Pro Audio Marketing for Dolby Laboratories.
"These five commercials with Dolby Pro Logic II will keep viewers with Dolby Pro
Logic II or Dolby Pro Logic decoders immersed in the action, drawing them into the
experience, making the commercials more enjoyable and allowing the audience to
experience them like the producers intended."
"Standing out from the crowd of Super Bowl commercials is not an easy task," said
Hank Neuberger of Third Wave Productions, a postproduction company that
prepared surround audio for the Super Bowl-bound spots. "After years of delivering
Dolby Surround soundtracks for film and DVD, we are delighted to bring the impact
of surround audio to our broadcast clients during the Super Bowl with Dolby Pro
Logic II," he continued.
Almost every modern Dolby Digital receiver also includes Dolby Pro Logic II
technology. Viewers with a Pro Logic II enabled home theater system will be able to
enjoy the game and the commercials in Dolby Pro Logic II, regardless of the type of
TV signal they are receiving. Viewers receiving a digital TV signal with a Dolby Digital
enabled home theater system and set-top box can enjoy the game in Dolby Digital 5.1
and the commercials in Dolby Pro Logic II. Likewise, those viewers watching the Super
Bowl on an analog television service will also be able to enjoy both the game and the
commercial breaks in Dolby Pro Logic surround on their home theater systems.
Worldwide, over 100 million households are equipped with Dolby Pro Logic II and
Dolby Surround decoders.
About Dolby Pro Logic II Technology
Dolby Pro Logic II is the world's fastest-growing matrix surround format that delivers
five full-range surround channels, improved steering logic, greater channel separation,
and an exceptionally stable soundfield. Dolby Pro Logic II is incorporated into home
theater systems, PC audio, game consoles, radio receivers, and in-car entertainment.
There are currently over 10 million Pro Logic II decoders and 120 million Dolby Pro
Logic decoders, which will also play back the Pro Logic II signal, in households
worldwide.
Dolby Pro Logic II is fully compatible with Dolby Surround Pro Logic technology and
can optimally decode the thousands of commercially available Dolby Surround
encoded videocassettes, television programs, and videogame titles for playback in a
5.1-channel home theater system. Leading broadcasters, game developers, and
content creators are choosing Dolby Pro Logic II encoding technology to provide an
enhanced surround listening experience within the infrastructure of a stereo delivery
system.
About Dolby Laboratories
Dolby Laboratories creates technologies that intensify and enhance the entertainment
experience. For nearly four decades, Dolby has been instrumental in defining highquality
audio and surround sound in cinema, broadcast, home audio systems, cars,
DVDs, headphones, games, televisions, and personal computers. Based in San
Francisco with European headquarters in England, the privately held company has
entertainment industry liaison offices in New York and Los Angeles, and licensing
liaison offices in Hong Kong, Shanghai, Beijing, and Tokyo. For more information about
Dolby Laboratories or Dolby technologies, please visit www.dolby.com.
Dolby, Pro Logic, and the double-D symbol are trademarks of Dolby Laboratories. S04/15164
Media Contact:
Adam Anderson, Dolby Laboratories, 415-645-5176 aja@dolby.com
