Dolby Applied to Trademark Dolby Vision IQ Ambient-Light Feature 4 Months Before CES

The CES debut of Dolby Vision IQ as an HDR enhancement feature on LG and Panasonic TVs that compensates for a room’s varying ambient light (see 2001080037) was a surprise Las Vegas announcement. But Dolby Labs applied for the IQ trademark nearly four months ago, Patent and Trademark Office records show. Dolby wants to use the trademark commercially for a wide variety of goods and services, including on cinematic equipment, said its Sept. 20 application. LG’s OLED TVs for 2020 will support IQ, Michelle Fernandez, head-home entertainment brand marketing, told LG’s CES news conference. The feature “extends the benefits of Dolby Vision beyond HDR by intelligently optimizing picture-quality experiences for viewers, regardless of ambient light or content type, all without consumers picking up the remote,” she said.