At THX I build from his strong legacy of Branding while stimulating innovations that really benefit the end user, says Tuyen Pham

With an inheritance rooted in cinematic excellence and iconic sound, THX LTD. Have been at High-Fidelity Audio and video innovation for a long time. Of Tuyen Pham As a Chief Executive Officer, the company will go an exciting new chapter determined by advanced innovation, global expansion and a sharpening focus on the future of compelling media experiences.

An engineer through training and an entrepreneur from Instinct, Pham brings industrial experience with THX for more than two decades. At the helm of Thx, Pham marries the legendary heritage of the brand with a vision for the next generation of entertainment. He not only brings deep technical expertise, but also a global perspective, has successfully led cross -border activities, built multicultural teams and collected considerably financial capital during his career.

According to Pham, his mission is clear: to maintain the gold standard of THX certification and at the same time pushing the limits of audio and visual excellence for today’s consumers – whether they watch films, play games or listen to music.

In this exclusive interview with PetrolPham shares his vision of THX, the innovations on the horizon, and how he intends to continue to deliver world class experiences in a rapidly evolving digital landscape. Here is an excerpt from the interaction.

Share your journey from the establishment of A-Volute to leading THX. How have your experiences formed your vision of the future of THX?

I am deeply focused on innovation, a key factor that has helped A-Volute to succeed against much larger brands in the past. At THX I build from his strong legacy of Branding while I am innovations that really benefit the end user. In contrast to A-Volute, where, despite the feeding of millions of devices, creating a recognizable brand was a challenge, THX has already built an established reputation for 40 years.

My vision for THX remains true to the founding mission – providing the best audio and video experiences. I urge innovations that are not only new because of it, but practical and useful for users. This approach ensures that we remain trends and continue to offer value to every new device and experience that we help create.

Thx has a legendary legacy in audio exhaustion. How do you plan to balance this heritage with the need for innovation in the current market?

Everything now moves quickly with changes in habits, platforms and technology. China, especially Shenzhen, is at the forefront of innovation in AI, robotics, hardware and consumer electronics. Thx strives to stay ahead of these trends and predict future to reform how we consume media.

Our goal is to stay ahead of the high -quality audio quality, while we use our branding, audio marketing, industrial expertise and technology to help partners push boundaries. For example, we recently helped launch the first THX-certified ARC-V 5 headphones, an important milestone in the industry. This reflects our dedication to help brands to validate their products and bring them to the market and at the same time integrate advanced audio technologies, such as the compelling THX Special Audio Technology for a really high -quality listening experience.

The collaboration with Skullcandy brings Thx Spatial Audio to a wider audience. What does this collaboration mean for the strategic direction of THX?

We want to be everywhere, which means that we want to help every device, and Skullcandy is a very well -known brand, especially in the US and Europe, and this also helps us to reach a younger generation. And this is very important for us to be able to place the THX branding in front of all generations. And it helps Skullcandy to bring THX technology on board to reach the audiophile audience and bring it to the market, a THX strong suit.

Of course, THX is well known for the cinemas and many films, especially with DVDs, we have the THX logo in the beginning, but how can we continue that, and how we can expose more users to THX, and this is one of the ways we do it, helping new partners to do that and also help in integrating new technologies there.

So is Dolby one of the competitors? I would say that Dolby is sometimes a partner, because we have some products such as SCI -Robotics or ZTE sound bars that can decode Dolby and have Thx together. Sometimes we are competitors, but I would say that we are all on the audio field, and what is very interesting for me is that we all have the same mission, to ensure that the audio is good and to take care of the importance of audio.

With your background in compelling audio, how do you see the evolution of audio experiences on different platforms influencing?

We are currently aimed at two important initiatives to push spatial sound to the next level. The first is our involvement in the Alliance of Open Media (AOM), in particular within the IMF working group, where we help develop the announced Eclipsa -Audioformaat. With this new format, Contentmakers can cod media using a completely free codec, making it accessible to all consumer electronics to decode and experience multi-channel audio, 3D sound objects or advanced ambisonists.

By making this technology freely available, we want to broaden the acceptance of spatial audio and improve the overall audio experience for users. The second initiative, which we announced on GDC, Razer Wyvrn, includes the development of the plug -in of a game developer. This THX game plugin, offered on the WYVRN platform, will be integrated into sound engines in games, allowing them to perform spatial sound, where the first output is in the IMF format. By pushing these limits, we work to expose more people to the benefits of spatial audio, both in gaming and in other media experiences.

The TX technologies are now integrated into various consumer electronics. How do you ensure consistency and quality in these various applications?

Thx owns deep expertise in audio and video technology and marketing, with a special focus on audio. Our core active is our knowledge of what big audio is, how to measure it and how to help partners to build better products. We offer this expertise to help partners improve their designs, from hardware to selection of components. Some partners come to us early in the process, so that we can guide them through the hardware design, component choices and even the materials used in the products.

Our dedication to quality extends over the entire process. When certifying an audio product we perform more than 450 measurements, including electrical and acoustic tests, to guarantee first -class performance. We identify areas for improvement and leave little room for errors. The THX logo represents the highest performance that is feasible for a certain price point.

In an era in which audio technology is improving, what challenges provide you, and how do you prepare to tackle them?

The first aspect is therefore audio. So the output of Audio, these are both headphones, now there is a new category of OWS, open wireless stereo headphones. I will be sure, many new categories.

So we always do R&D to categorize that output and therefore keep our certification program updated. So that’s the first. I also think that on the, there is ai, which influences all audio processing.

And of course we are ready for that, we use more and more AI functions, such as in the software you will see, you have camera-based AI-head tracking, which follows your head and compensates for the movement of your head while playing a game or watching a movie. So we integrate more and more of those technologies. So there can be a switch on how, let’s say, the content is generated by AI, but we will ensure that the content always sounds great or always look great.

Looking ahead, what are your ambitions for THX in terms of innovation, market presence and consumer involvement?

I want the THX logo to be everywhere and it really becomes the logo that gives confidence to the end users. My vision for the THX logo is to make it a universal symbol of trust and excellence. When consumers see the THX logo, they must be sure that the product delivers the best performance available for that price. Unlike some brands that only perform one measurement, Thx performs hundreds of rigorous tests to ensure that each product meets the highest standards. We are dedicated to do hard work, to help our partners improve their products and achieve consistent quality.

Thx currently has a worldwide presence, with head office and R&D in California, together with offices in Europe and China. We have had a footprint in China for more than eight years, with offices in both Beijing and Shenzhen, and we are also present in Taiwan. As the demand for high-quality audio and video devices increases, we focus more on expanding our activities in Shenzhen. We are building a large laboratory to help our partners with precise performance measurements for both audio and video products, and offer fast lead time to keep track of the rapid pace of the industry.

Although we already have strong partnerships in Europe, our primary focus for the coming years will be in China, in particular Shenzhen. The region will be a hotbed for innovation, with many emerging brands in the technical room, making it an important area for the expansion and growth of THX. We are pleased to be at the forefront of these developments and to continue helping brands that bring top products to the market.