DTS eyes China's home theater market with IMAX program

United States-based DTS, a leading high-definition audio solutions provider and a wholly owned subsidiary of Xperi Corp, has seen new growth opportunities in China's rising home entertainment market.

DTS said it will continue to speed up efforts to support the IMAX Enhanced program, which was launched in partnership with IMAX and combines IMAX digitally remastered 4K HDR content and DTS premium audio delivered through high-end consumer electronics and streaming platforms.

Rick Zheng, senior licensing director for Greater China at Xperi Corp, said the IMAX Enhanced program aims to offer a new level of quality in home entertainment for users.

"In the next step, we will continue to seek partnership with leading brands both at home and abroad to promote the upgrade of high-end home theater," Zheng said.

In China, Tencent Video Aurora TV and iQiyi's QIYIGuo TV have officially become the first group of streaming platforms to provide IMAX Enhanced content. With the launch of the program, subscribers can enjoy IMAX Enhanced content such as Men in Black 3, The Amazing Spider-Man 2 and other blockbusters.

Christopher Lang, general manager of Xperi Corp Greater China, cited the new partnership with Xiaomi, saying the new Mi TV 6 Extreme Edition will also support IMAX Enhanced.

"The launch of the Xiaomi's new smart TV will allow more users to enjoy a high-quality home entertainment experience," Lang said.

He said IMAX Enhanced is dedicated to offering users better immersive home entertainment experiences, and more efforts will be made to released new IMAX Enhanced titles in the future.