Creative and THX Merge good or bad? ~ Creative Labs Zen MP3 Players Sound Blaster Card
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Tuesday, July 28, 2009

Creative and THX Merge good or bad?

As posted earlier, Creative and THX have partnered up to launch up THX TruStudio PC for Desktops, Laptops, etc. Is that good news or bad news?

We knew Creative was going to evolve more than just hardware with their SoundBlaster X-Fi “MB” plans.

It is evident as Steve Erickson, VP and GM of audio at Creative puts it,

“Now PC manufacturers can produce PCs that sound dramatically better and they can market this significant differentiation in sound quality by using the THX TruStudio PC brand, instead of differentiating by processor or memory ccapacity.”

It is clear this was a major part of SB X-Fi MB plan at Creative. This could very well be it.

Now with the plan public and in better execution, we ask to our selves, what good or bad does this bring upon the company. First lets have a look at the features of TruStudio. ( Mind you, all of these features are now Software driven)

THX TruStudio PC Surround : Basically Creative X-Fi CMSS 3D Surround feature that has long lived.

THX TruStudio PC Crystalizer:  (no prizes here, its) most probably the Creative X-Fi Crystalizer.

THX TruStudio PC Speaker: Bass enhancer, so you don’t really need a subwoofer. (We doubt it!)

THX TruStudio PC Dialog Plus: Bits and pieces of Creative EAX effects?

THX TruStudio PC Smart Volume: Auto Sound Levelling.

Amongst the Creative technologies, do you see what the problem here is ? The whole X-Fi branding is lost. So is their initial MB naming if there was so. Which brings us to another speculation on how would Creative and THX be structuring their “Software driven” audio technology? If they are going to release some sort of software add-on for your PC, then it hurts to think what other issues arises.

However the plan is simple for both Creative and THX to licence these audio technologies and grab a good share out of the earnings. Were leaving our speculations to that. More info as it comes. So far, Creative have been excited over twitter!


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