Inter BEE Special Interview Audio Section Taro Kimura & Mick Sawaguchi [Part2]

The production side is well prepared for the coming age of surround sound. For it to take off what we need is a change in attitudes among all concerned.


Kimura
In the case of news reporting, how should we go about using 5.1?

Sawaguchi
I think you can certainly use it for news coverage, but in this field the problem is with immediacy and the quality of the lines. In other words, we face problems with how to transmit the material from location to studio. Once the hardware constraints are lifted, we are on the path to more realistic reporting, I think.

Kimura
Local reports on approaching typhoons would be amazing - more so than a movie perhaps. Well, I suppose there is a lot of research and development that still needs doing, but do you think there will be a change in attitudes among the people who will actually use the technology?

Sawaguchi
I think it will be phased. The first phase involves the attitudes of those in production. The mixing engineers have to become aware of how surround sound can be used effectively instead of conventional stereo to make something good. The next phase involves the executives. They have a different perspective to that of the production side. In other words, they base their decisions on what they see as ways for the organization to generate profits, to make sales. It doesn't matter whether it is stereo, surround, or even monaural - as long as it leads to profit growth. So the second phase involves these executives coming around to considering the possible merits of using surround sound. The third step is horizontal linkage. It's not just a matter of raising the awareness of the production staff and executives; in the final analysis, it's about the end users being able to enjoy surround sound in their living rooms.

Kimura
Looking at a TV control room today, the video equipment seems to take up about 95% of the space, leaving audio with the remaining 5%. But in future there will be more audio-related work, won't there?

Sawaguchi
That depends on what you are making. If we are talking about studio production, many stations have used the opportunity provided by the switch to digital broadcasting to update their hardware. So they already have in place the audio equipment required to support surround sound. The production side is all set to go.

Kimura
To be able to capture good sound, to be sure there is going to be good sound, it's likely that people will do things differently. In other words, in future we will no doubt see choices being based on good sound.

Sawaguchi
Well, that's where the production staff display their expertise. Until now, priority was given to locations that would look good on screen. That will remain a criterion, but at the same time people will start to choose places that sound good. Once that happens, quality will improve.

Kimura
Listening to you, I am beginning to think that surround sound would be most effective in TV commercials. Would you agree?

Sawaguchi
Yes, indeed. Actually, the theme of the Audio Section at this year's Inter BEE Symposium is "Commercial production and surround sound." This topic was chosen because here in Japan the advertising industry hasn't yet awoken to the potential of surround sound. In contrast, 40 to 50% of TV commercials in the US are being made in surround sound. People working in the American advertising industry feel quite comfortable with it. In Europe the figure is 5-8%, while in Japan it's zero. Part of this has to do with the fact that in America the infrastructure is in place on the user side - in other words, home theater.

Kimura
I wonder what a commercial with surround sound is like.

Sawaguchi
Many examples are like those preview clips that summarize a movie plot. Working with that narrow window of just 15 or 30 seconds, I think you could make a strong impact if you were to use sound effectively,

Kimura
For that to happen in Japan, do you think there will have to be a shift in the attitudes of the advertising agencies?

Sawaguchi
Yes, that goes for the ad agencies, but in the case of TV commercial production, there will also have to be a new awareness among their clients. If the sponsors with the most money to invest can change their mind, the ad producers will too. The studios will always be ready to accommodate.

Kimura
You haven't mentioned the creative staff. I think it's important that they explain the merits of using surround sound to the agencies and sponsors. Perhaps the creative side isn't yet fully aware of the potential of sound.

Sawaguchi
Perhaps they tend to lapse into routine work, in which all you need is narration, some sound effects, and music. It's about delivering a 360-degree sound experience and how to harness that to create the sort of commercial the client is looking for.

Kimura
I think, even with a 20-second commercial, you could create something really interesting. But then the person watching it must have the proper surround sound setup. Perhaps we still have some way to go before there are enough viewers with a home theater in their living rooms. Is the problem with Japanese housing?

Sawaguchi
Perhaps, but then again the problem may have something to do with the lack of opportunities to experience surround sound. For example, there is no proper place set aside in these giant electrical goods stores for customers to really experience surround sound. So the users don't know what they are missing. If they could just listen to real surround sound, no one would say they don't like it.

Kimura
What's the situation with the content side of things? Is there enough stuff available for people to enjoy?

Sawaguchi
In 2006, there were about 1,400 programs broadcast in surround sound. In 2000, there was just 1. [laughs] So, judging from that, we are seeing rapid growth. [Continues to Part 3]