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Media Advisory

The future of sound: ITU to host new demo on ‘Next Generation Audio’

What does a new generation of media sound like? Listen for yourself – and learn how a new ITU Recommendation is enabling it.

Geneva, 04 July 2019

​​Media registration is now open for a briefing on the new ‘ITU ADM Renderer’ Recommendation and what it means for the future of sound.     

The new Recommendation will provide a major impetus for the use of ‘Next Generation Audio’ (NGA), also known as the ‘Advanced Sound System (AdvSS).  

Home ‘set ups’ for AdvSS/NGA can include multiple conventional loudspeakers or specially designed sound bars. The result will be a more realistic and exciting experience that will add considerably to the overall media experience.  

The briefing will include a demonstration of the Advanced Sound System used during the Eurovision Song Contest and a preview by NHK (Japan) of the Advanced Sound System to be used during the 2020 Tokyo Olympics.  

The ITU-R Study Group 6 will be holding a technology Expo at the same time and you are welcome to join the reception planned from 17:30 – 19:30 to see first-hand additional demonstrations on new broadcasting technology.  

If you would like to attend the media briefing, please confirm your participation by emailing Grace Petrin at  

WHAT: Briefing on the new ‘ITU ADM Renderer’ Recommendation and what it means for the future of sound.

WHERE: ITU Headquarters in Geneva, Switzerland.     

WHEN: Thursday 18 July 2019 at 16:30  

WHY: Witness the start of the new age for media sound.     

WHO: ITU and broadcasting industry experts behind the Recommendation