Lead domestic video website iQiyi and US audio company Dolby Laboratories recently announced in Beijing they are extending their strategic cooperative partnership to improve the sound quality of online videos and provide better entertainment experiences for home and mobile platforms. 

As part of this cooperation, iQiyi will begin offering its self-produced content in Dolby surround sound and  4K, making the iQiyi the first video site in China to produce and provide TV shows in Dolby surround sound.

"The continuous evolution of user demands will inevitably result in the development of technologies. Moreover, technology innovations even need to be prior to the change of user demands," said Tang Xing, Chief Technology Officer, iQiyi.

Mahesh Sundaram, vice president  for Dolby Laboratories Asia-Pacific region, said that the two companies' passion for using high technology to provide top quality entertainment experiences made them the perfect partners for each other.

Providing content in high definition and surround sound has become streaming media services' newest trend. Sun Lifeng, secretary-general of the China Computer Federation, stated that he believes the collaboration between iQiyi and Dolby will motivate other companies to experiment with new ways to provide high quality audio and video content in the Chinese streaming market.