The outfit has unveiled Dolby Vision 2, a successor that stretches beyond HDR tone mapping into motion handling and real world living room chaos.

Dolby says a pillar of the update is “Content Intelligence,” which injects new “AI capabilities” into the spec and lets sensor laden TVs fight the age old too dark complaint.

Many productions are graded for a dim suite with posh peak brightness and tight colour control, which leaves punters squinting at murky scenes on average sets.

Think of the Fruity Cargo Cult Apple’s Silo on Apple TV+, or the Battle of Winterfell in Game of Thrones, both notorious for viewers moaning they could barely see a thing.

With “Content Intelligence,” Dolby claims images will be “crystal clear” by “improving clarity in any viewing environment without compromising intent,” and it will lean on ambient light sensors to tune the presentation.

Dolby is also rolling out “Authentic Motion,” billed as “the world’s first creative driven motion control tool to make scenes feel more authentically cinematic without unwanted judder on a shot-by-shot basis.”

TV makers pushed motion smoothing for years that makes 24 frames per second look like 60. Casual viewers often like the slickness, while cinephiles and film makers loathe it for trampling intent and introducing visual sludge.

Dolby’s pitch is that creatives can choose when and how much of that interpolation style trickery appears, scene by scene, rather than leaving it to blunt TV presets.

Whether that cures artefacts or just moves the toggles around is unknown, and Dolby has not supplied fine print on the mechanics.

More detail is expected around the consumer electronics show in January, with Hisense pledging future TV support and CANAL+ lining up on the content creation side.

Dolby will split the standard into two tiers, Dolby Vision 2 for cheaper and mid range tellies and Dolby Vision 2 Max for high end sets, though the exact differences remain fuzzy.