THX’s technology transforms movies, music and other digital media into metadata or “smart content” that enables AV components to auto-select the most appropriate audio and video playback settings, preserving the content creator’s artistic intent.

Audience benefits:

CE manufacturers can rapidly introduce THX Media Director enabled products to consumers, with the new chip and testing platform partner support of this technology.

THX Media Director enabled devices give installers flexibility in configuring systems, with higher assurance that playback settings will remain correct as viewers switch between content.

Adding THX Media Director metadata to titles, studios improve the consumer entertainment experience; producers and directors can be assured their creations will be played back the way they intended.

As the THX Media Director ecosystem continues to expand, consumers benefit from an overall enhanced entertainment experience – home entertainment products that simply deliver movies, games, TV programming and more, as the artist intended.

“With support from worldwide leading chipmakers Analog Devices, Sigma Designs and Silicon Image, THX is further extending the foundation of its THX Media Director platform,” says THX Ltd senior vice president Rick Dean.

“CE manufacturers will now be able to source these chips for THX Media Director enabled devices, such as Blu-ray players, AV receivers, TVs and projectors.”

Semiconductor chip partner support and significance

Analog Devices, Sigma Designs and Silicon Image have contributed significantly to the initial implementations of THX Media Director and have enhanced their products that support industry standards (CEA-861 and HDMI) and features (multiple Vendor Specific InfoFrame (VSI) processing), facilitating easy implementation by CE manufacturers.

Analog Devices, a global leader in high-performance signal processing and supplier of Advantiv® advanced TV solutions for the world’s largest consumer OEMs, recently announced its ADV7850 HDMI Complete AV Front-end chip, which supports the implementation of THX Media Director along with all commonly used interfaces associated with HDTVs and home theater applications. At CEDIA 2011, part of THX’s demo will show how ADI’s ADV7850 HDMI Complete AV Front-end can support, detect and process THX Media Director’s special embedded VSI codes from a variety of sources (Blu-ray player, game platform, set-top-box, HD camcorder, etc.) to the display.

Sigma Designs – As the leading provider of system-on-chip (SoC) solutions for both video and media processing, Sigma Designs’ SMP864x, SMP865x and SMP8910 family of chips power Connected Media players, Set-top-boxes and AVRs from leading CE brands, and now makes it easier for CE manufacturers to rapidly introduce THX Media Director enabled products directly to consumers.

Silicon Image – As a leading provider of wired and wireless connectivity solutions that enable the reliable distribution and presentation of high-definition content for consumer electronics, mobile and PC markets, Silicon Image has announced THX Media Director support in seven HDMI port processors and transmitters; these can be implemented into end-to-end solutions for a variety of digital TVs and home theatre consumer devices.

In addition, Quantum Data, a worldwide provider of video test equipment, has joined THX Media Director’s growing list of partners to provide an additional layer of support for any chip maker or CE manufacturer looking to implement THX Media Director technology. Working with THX to develop and implement Media Director compatible tests, Quantum Data can verify, test, simulate and validate that manufacturers’ products are in full compliance with THX’s technology.