THX Takes Aim at Streaming Quality

Expanding beyond its focus on cinemas and consumer electronics, THX Ltd. said it’s working with a mix of content creators, service providers and distributors on a new audio and video streaming quality certification program.

THX, the company founded by filmmaker George Lucas in 1983 and acquired last year by gaming hardware and software company Razer, claimed that the new program will help streaming companies “perfect their encoding and delivery methods” to ensure the highest possible quality of audio and visuals.

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THX has tapped Conviva as its Quality of Experience (QoE) launch partner for the new streaming certification program. Conviva’s role will include the collection of data used to analyze streaming quality and will be combined with THX’s expertise in picture quality, encoding and compression techniques, and content packaging, they said.

“The goal is to establish a universal standard for quality in the streaming world that consumers can trust… just as we’ve done for cinema and consumer electronics,” THX CEO Ty Ahmad-Taylor said in a release.

Conviva’s customers include Crackle, ESPN, Sky, Scripps Networks Interactive, Turner, Disney Movies, BBC, CBS, DirecTV, Yahoo, Vevo, Verizon, Starz and Crunchyroll, among others.