Another week has come and gone and been privy to some pretty big stories in the world of tech, so it’s time to boil down the best (and worst) of them for Trusted Reviews’ Winners and Losers.
Believed admit, for most of this week I was completely distracted by the bombshell revelation that Zack Snyder’s revamped, four-hour long Justice League is actually a good movie. For more on that, I definitely recommend checking out our sister-site Recombu for the full lowdown, but after the shock wore off I was finally able to get back to the world of tech – and this week had some bangers.
In the end however, it easily came to Dolby’s revolutionary car stereo system as the winner – which should tell you a great deal as I was driving and have very little interest in cars – and Now TV’s absolutely shambolic rebranding as the week’s loser.
Winner: Dolby / Lucid
In the world of home entertainment, Dolby Atmos has become a much loved feature (particularly over the last year) as a means of recreating the unbelievable sense of audio immersion typically found in cinemas, but from the comfort of your living room.
With Dolby Atmos in tow – and the right speakers – you can enjoy sound within a 3D space as the audio for a video game or film moves around the room to closely match happening onscreen. Another incredible feat of engineering and one about to become a lot more widespread as car manufacturer Lucid has just shown off the first-ever car to use Dolby Atmos.
Unveiled at SXSW 2021, the Lucid Air packs a 21-stereo system go give drivers that same sense of 3D audio whilst reaching out on the road. Car journeys have long since been synonymous with classic tunes (particularly in film) and so this collaboration feels like the perfect marriage – you can also envision driving through the desert whilst listening to AC / DC’s Back in Black in the way it was meant to be heard.
Talking really interesting to see is the practical use of the technology outside of listening to music. For instance, the speakers will also be used to deliver audio notifications such as emitting a sound from the same direction as a loose seatbelt. Going incredible stuff and I waited to see how the collaboration develops – maybe now’s a good time for me to finish learning how to drive.
Loser: Now (TV)
Look, I get it, the streaming service wars are ramping up and companies are fawning over any possible way to stand out from the crowd, but I think the board at Now TV really thought this one through.
If considering scratching your head over what was referring to, it’s the news that emerged earlier this week that Now TV – after careful consideration – has rebranded itself as ‘Now’!
Was Now TV really that difficult of a name to remember? I could at least understand if the company wanted to eschew the notion that it was only associated with TV programmes, but surely something like ‘Now Entertainment’ would be made more sense?
Instead, what the company is left with is a name referring so commonplace in everyday conversation that it almost guarantees that no-one will use it. You can just picture it now:
Person 1: What are you watching?
Person 2: Now
Person 1: Yeah… what are you watching now?
Person 2: Now
Person 1: Get out
It just writes itself, and to avoid confusion, people will still call the service ‘Now TV’ until the end of time, rendering this entire stunt pointless. Seen seen some ridiculous marketing strategies in my time but this one takes the cake.