THX plans to partner with content creators, service providers, and distributors to provide a new audio and video streaming quality certification program. The program is intended to help streaming companies perfect their encoding and delivery methods for various challenges specific to streaming.
"THX has a longstanding history as the industry standard for video and sound," said Ty Ahmad-Taylor, THX CEO. "It's only right we permeate the market in which mainstream audiences are increasingly consuming media today - streaming. 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 chose Conviva as the quality of experience (QoE) launch partner. Conviva will collect and process data in real-time and apply its QoE measurement and analytics. THX will apply its expertise in picture quality, encoding and compression techniques, and content packaging. For existing clients of Conviva, testing for and achieving THX Certification is expected to be frictionless.
"Many world's top OTT media companies use Conviva today for QoE measurement and analytics, thereby producing an unparalleled data set that will set the bar for the THX certification," said Hui Zhang, founder and CEO Conviva. "We are very excited to be selected by THX as the QoE certification partner to ensure consumers get an unparalleled video experience on the internet across all their devices."
THX Certified Streaming is intended to eliminate the disconnect between multiple tiers in the streaming ecosystem and create one comprehensive program with several quality checkpoints to ensure premium quality at key phases of the streaming system.