Sim Wong Hoo, CEO, Creative Technology,
How does Creative stay creative to come up with something new?
The greatest difficulty is to convince our own people to believe. Especially when it comes to technology. It’s science, and it’s not creative. Engineers are known to follow the rules, so their first reaction is always to say that it can’t be done. But ideas usually come from some random source, so there won’t be a precedent. An idea is just a spark. You have to find a place where the spark will work so that you can create something the world hasn’t yet seen.
Your thoughts on 360-degree audio and multi-room audio...
360-degree is bullshit. They put one driver in and say, “You go around it (the speaker), and it sounds exactly the same”. I say that’s called “mono” (laughs), not 360-degree.
Surround is 360 degrees, the sound goes around you; not you around the speaker.
Basically, the physics here are quite well-known. People are taking out all this old stuff and rehashing it, but it’s all about tricking your ear.
How does that work?
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