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BeIN Sports makes Atmos pledge

BeIN Sports is planning to make Dolby Atmos available regularly on its sports coverage after successfully trialling the next generation audio technology, The IBC Daily has learned.

The Qatar-based broadcast network completed a live public Dolby Atmos test during the UEFA Champions League final in June, bringing the object-based immersive sound experience to the Middle East and Africa for the first time.

Although user penetration was small, with only a few Dolby Atmos speaker systems installed in the region, BeIN said it collected positive feedback from subscribers. Atmos has also been well received internally at BeIN, prompting the network to make a commitment to its use.

Israel Esteban, executive director of technology, BeIN Media Group, told The IBC Daily: “We thought [the Champions League Final] was a great experience. You felt like you were in the venue and part of the action. We have to look at our roadmap but we have rights to all the major events.

In every discussion we have, in every technical project we do, we now have Atmos as a requirement.”

Esteban said BeIN will also look to introduce Atmos to its entertainment event coverage.

Pankaj Kedia, managing director, emerging markets, Dolby Laboratories, added: “What we have done with this trial is made sure that everything works from end-to-end and shown that it is a compelling experience. As more content becomes available, there will be a lot of opportunities for us to work together.”