Patrick Giffis [Rsources_Pofile]

It's hard enough to come up with groundbreaking technology. But what happens when implementing that technology requires changes to an entire industry? That's the challenge that Patrick Griffis faces at Dolby Laboratories, as a new system from the company aims to revamp how video is captured, processed, and displayed. · Called Dolby Vision and unveiled at the Consumer Electronics Show this past January, the system is actually a suite of technologies that promises greater brightness, contrast, and color range. "It's not just another knob on a TV," says Griffis, who is Dolby's executive director of technology strategy. "It's a fundamental rethinking of the content creation, packaging, and delivery systems." · Convincing all the players who will have to buy in for Dolby Vision to succeed is where Griffis comes into play. Six years ago, he joined Dolby to help guide its technology into the marketplace. A longtime IEEE member and former president of the IEEE Consumer Electronics Society, Griffis has tackled TV audio design, digital broadcast standards, and digital TV strategy at RCA , Panasonic, and Microsoft. "My job has been to target upcoming technologies impacting the company, determine how to deal with them, investigate partnerships, represent our technology in standards efforts, and, finally, explain the technology," he says.