DTS has called for the industry to consider sound performance as important a commodity as video, and is fed up with visual tech dominating the badges and buzzwords, such as "1080p" and "3D ready".
Disappointed that sound doesn't get the same billing, Anthony Wilkins, director of marketing, has called for a "Hi-def audio" badge to be added to new Blu-ray and DVD movies to show that you need a decent sound system in your home alongside your new flatpanel TV.
"Consumer awareness is quite low", says Wilkins. "The industry isn't giving enough prominence to audio".
Wilkins fears that people who watch the latest movie are only getting half the experience:
"We talk about hi-def and 3D, but the audio is an equal experience. As an industry we should create more consumer awareness of audio".
Some, of course, already are; all of Samsung's new televisions feature DTS as standard. However, Wilkins suggests that TV, Blu-ray and DVD makers should be doing more about shouting about sound and DTS (naturally). They should be educating users as to why they should care about audio performance more than they currently do.
"Look at all the 3D demos you've seen", says Wilkins. "Nobody is showing off the technology with 3D sound. That's disappointing".
It's a battle that is likely to get worse for the audio company rather than better. As consumers move to watch content via download services like YouView (née Project Canvas), Sky's Anytime Plus and BBC's iPlayer, the want for "Hi-def audio" is likely to trail behind the immediacy of content delivery.
"People are more tolerant of video quality than audio quality". Wilkins tells Pocket-lint. "The way people consume content now, if the video gets blotchy, people will live with it, if the sound cuts out, people start to complain".
His suggestion? We need to listen to how sound can dramatically enhance your experience.
And as for the kit? Wilkins says that you should ideally have a 5.1 system or, better still, a 7.1 set-up:
"We would love people to have a discreet 5.1 audio system. That can be a home cinema-in-a-box, or something more advanced. We don't expect people to go 7.1, but that would be nice. It's amazing what people can get and enjoy without spending that much money".
While DTS won't tell you which specific system you'll need, based on your budget (they work with a number of different partners), it does offer help and guidance with set-up up guides on its website.
What do you think? Is sound as important as video? Let us know in the comments below...