19. If Ambisonics is so wonderful, why is it not a commercial success?
Description
This article is from the Ambisonic Surround Sound FAQ, by Martin Leese with numerous contributions by others.
19. If Ambisonics is so wonderful, why is it not a commercial success?
We should first note that technical excellence and commercial success
do not necessarily go hand-in-hand. This is why you are all watching
VHS video tapes and not Betamax.
Ambisonics has suffered from the following:
* It came to market just as quadraphonics was dying
away. Manufacturers had lost a bundle on quadraphonics and were
not receptive to "yet another" surround sound system.
* It was never supported by a major record company. The record
majors had all backed different quadraphonic systems.
* The rights were held by the National Research Development
Corporation, now defunct. This was a sort of venture capital
company, but one owned and run by the British government. The
NRDC has little commercial nous. (Yes "nous", look it up.)
* Ambisonics is thought of as a "purist" technique and not
applicable to multi-track studio recording. This fallacy is
demolished by The Alan Parson's Project Stereotomy, Arista 8384.
* While Ambisonics can lend itself to the impressive
ping-pung-pang-pong effects beloved by salespeople, it is
usually used with more subtlety. This makes it difficult to
sell.
* It is British, ie, not invented in the USA or Japan.
* It is British, ie, not well marketed.
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