BBC R&D, Rai, Jünger Audio Help EBU Drive Adoption of Object-Based Audio

Why It Matters

By creating a unified implementation framework, the EBU aims to speed market adoption of immersive, object‑based audio, giving broadcasters a clear path to deliver personalized sound experiences and maintain competitive advantage.

Key Takeaways

• EBU forms ADM‑IG to standardise object‑based audio workflows.
• BBC R&D, Rai, BR/ARD join alongside major tech vendors.
• End‑to‑end demo covers ADM creation, MXF, playback, AC‑4/MPEG‑H.
• Goal: faster industry adoption of immersive, personalised audio.

Pulse Analysis

Object‑based audio, driven by the Audio Definition Model (ADM), represents the next evolution in broadcast sound, allowing producers to place individual audio objects in a three‑dimensional space. Unlike traditional channel‑based mixes, ADM enables precise metadata that describes each sound source, paving the way for immersive experiences on headphones, soundbars, and future TV speakers. As streaming services and smart TV platforms increasingly support immersive formats, broadcasters are under pressure to adopt standards that guarantee consistency across devices.

The EBU’s ADM Implementers Group (ADM‑IG) brings together leading European broadcasters—BBC R&D, Rai, BR/ARD—and a suite of technology vendors such as Ateme, BBright, Jünger Audio, Marquise Technologies, and Telos Alliance. Their recent demonstration at the Production Technology Seminar walked through a complete broadcast chain: ADM file creation, MXF wrapping and quality control, playout server playback, and serialised ADM (S‑ADM) authoring with encoding into AC‑4 and MPEG‑H codecs. By covering both file‑based and serialised workflows, the group showcases practical interoperability, reducing the engineering effort required for broadcasters to transition to next‑generation audio.

For the industry, this coordinated effort lowers the barrier to entry for immersive audio, promising faster rollout of personalised and location‑aware sound experiences. Broadcasters that adopt ADM early can differentiate their content, attract premium advertising, and meet consumer expectations for high‑fidelity audio on emerging platforms. Moreover, the standardised workflow reduces operational costs, as a single ADM file can serve multiple distribution channels, from linear TV to OTT services. As the ecosystem coalesces around ADM, the EBU’s initiative positions Europe at the forefront of the global shift toward object‑based audio.