Samsung, Google to bring royalty free Dolby Atmos competitor soon: Report

Samsung will be rolling out its 3D spatial audio technology called Immersive Audio Model and Formats (IAMF) later this year. According to a report on Android Authority, stating analyst Chris Chinnock, Samsung last year announced that it has been working in collaboration with Google to develop a new Immersive Audio model for TVs, sound bars and more. Recently, it spoke with industry professionals about its plans for IAMF at the Consumer Electronic Show 2024 (CES 2024) and confirmed that the new audio format will start rolling out later this year.