With media consumption in India soaring and a wave of growing content providers entering the scene, the landscape is evolving at breakneck speed. This explosive growth is reshaping both broadcast and streaming technologies – pushing audio innovation into the spotlight like never before. At the forefront of this shift are two cutting-edge audio codecs: xHE-AAC, optimized for high-quality stereo streaming across all devices, and MPEG-H Audio, designed for immersive, interactive experiences for both, next-generation broadcast and streaming platforms. Pioneered by the renowned Fraunhofer IIS, these cutting-edge codecs represent the fourth generation of a legacy that began with the revolutionary mp3 and AAC codecs. Engineered to meet the fast-evolving demands of India’s vibrant, mobile-first media landscape, together, these future-ready technologies deliver ultra-efficient streaming and broadcast as well as enhanced user experience – anytime, anywhere.

A Technological Backbone based on Open Standards

Fraunhofer IIS, part of Europe’s largest applied research organization, and based in southern Germany, is globally recognized as a pioneer in audio innovation. From creating mp3 to shaping AAC, its impact on global audio standards is unmatched. Today, Fraunhofer IIS continues to lead the way with xHE-AAC and MPEG-H Audio: Both open-standard codecs are engineered to efficiently deliver high-quality and engaging sound. Backed by over 35 years of expertise, deep collaboration with the industries and playing a leading role in international standardization organization, Fraunhofer IIS offers proven reliability that sets the foundation for the future of audio.

India’s media industry stands to benefit enormously from the current changes in the global media, broadcast, and streaming industries. As global broadcast and streaming ecosystems rapidly evolve, the shift away from legacy codecs like AAC-LC is no longer a distant trend – it’s a present necessity. Delivering high-quality audio under real-world network conditions and enabling personalized, immersive listening experiences are now baseline expectations. India is uniquely poised to lead this transformation: It has the technological backbone and implementation expertise as well as one of the world’s most diverse and dynamic media landscapes. With national media companies experiencing strong growth, 2025 is not just the right time – it is the urgent moment for Indian providers to modernize their audio strategy. The way forward lies in adopting open, future-ready standards tailored to the needs of Indian platforms and audiences.

Caption: Fraunhofer IIS audio technologies enable ultra-efficient streaming and broadcasting, allowing broadcasters to deliver customizable content to their audiences. In sports broadcasts, for example, viewers can choose from multiple commentators and languages.

Stream Smarter with xHE-AAC

xHE-AAC (Extended High Efficiency AAC) is the latest evolution in audio codec technology. Global leaders like Netflix, Instagram, and Facebook already trust the adaptive, highly efficient format to deliver consistent, high-quality audio across a wide range of content, from long-form entertainment to short-form social clips. Built into over 5 billion devices, including those running Android, iOS, and other major platforms, xHE-AAC is the standard for modern stereo audio streaming.

In countries like India, where bandwidth availability can differ drastically between urban centres and rural regions, and where urban networks are often congested, xHE-AAC offers clear advantages. With support for bitrate adaptation from as low as 12 kbps up to over 320 kbps – all without switching codecs – xHE-AAC ensures smooth, uninterrupted listening, regardless of network quality. Whether it’s a city user on a busy 4G/5G network or a rural listener on a slower mobile connection, the experience remains stable and high-quality.

Adaptive Bitrate Switching allows xHE-AAC to dynamically adjust to fluctuating bandwidth conditions, while maintaining audio clarity and fidelity. This means fewer buffering interruptions, faster startup times, and longer listening sessions, even in challenging network environments. Additionally, its superior compression efficiency delivers the same or better sound quality at lower bitrates, significantly reducing data consumption for users – a key driver of audience retention. Its exceptional compression efficiency not only delivers similar or better audio quality at lower bitrates, it also helps reduce data usage, extending listening sessions and cutting delivery and storage costs for service providers.

Support for modern streaming protocols like HLS (HTTP Live Streaming) and MPEG-DASH makes xHE-AAC easy to integrate into existing workflows, offering maximum flexibility for developers and broadcasters. Unlike legacy formats like AAC-LC – introduced over two decades ago – xHE-AAC is designed for the demands of today’s digital media landscape. Additional features like loudness normalization and dynamic range control guarantee consistent playback across all content types and listening environments – whether you're watching a movie at home or tuning into news on a crowded commute.

With its broad ecosystem support, streaming protocol compatibility, and proven performance under variable network conditions, xHE-AAC is the codec of choice for future-proof stereo streaming.

Broadcast That Speaks to the Viewer: MPEG-H Audio

MPEG-H Audio is the next-generation audio system redefining the way we experience sound. Developed by Fraunhofer IIS, the audio system delivers immersive, interactive, and personalized audio experiences – bringing cinema-quality sound to everyday listening across broadcast, streaming, and mobile platforms. Already adopted in next-gen TV services in South Korea and Brazil, MPEG-H Audio is the world’s first commercialized Next Generation Audio (NGA) system, delivering advanced user features and consistently praised for its engagement-enhancing impact. Major broadcasters like Globo (Brazil) use MPEG-H Audio to enrich live sports, concerts, and drama productions – allowing users to choose their preferred commentary language, boost dialogue clarity, or adjust sound perspective in real time

Direct-to-Mobile (D2M) broadcasting is an emerging technology enabling live TV and multimedia content to be delivered directly to mobile devices without using cellular data. In India, significant preparatory work, including technology and device development and pilot projects, has been completed. MPEG-H Audio is an integral part of the D2M ecosystem, enabling immersive, interactive audio and an efficient audio delivery. It was successfully tested in India’s D2M trials, proving its readiness for large-scale deployment (see info box).

Immersive Audio: MPEG-H Audio supports immersive audio formats, including Binaural, 5.1.4 and beyond, enabling lifelike spatial experiences with overhead and surround elements – perfect for sports, concerts, and cinematic content.

Personalized Listening: MPEG-H Audio empowers listeners to customize their audio. Want clearer dialogue? Prefer stadium ambience over commentary? MPEG-H Audio lets users interact with the audio mix in real time – an entirely new level of engagement.

Efficient Delivery with Bitrate Savings: MPEG-H Audio is designed with bitrate efficiency in mind, delivering immersive and interactive features at lower data rates compared to traditional surround sound systems or other alternative codecs – ideal for streaming, mobile consumption, and spectrum-limited broadcast environments.

Universal Delivery: MPEG-H Audio enables universal content delivery through a single stream adaptable to all device types – mobiles, TVs, tablets, or cars for streaming and broadcast. This ensures consistent, high-quality, and immersive audio experiences across platforms without the need for multiple formats or encodings.

Seamless Integration and Interactivity: Built to integrate with existing broadcast and streaming infrastructures, MPEG-H Audio works with DASH, HLS, and ATSC 3.0, and includes metadata-driven controls for personalization, loudness management, and accessibility features like enhanced dialogue for the hearing impaired.

Device Compatibility & Growing Ecosystem: Supported across a growing range of TVs, soundbars, set-top boxes, and mobile devices, MPEG-H Audio is already part of real-world services reaching millions of users globally.

MPEG-H Audio doesn’t just deliver more sound – it delivers better, smarter sound that adapts to the listener, the content, and the context. It’s immersive, accessible, and built for the hybrid, both broadcast and streaming, media landscape of today and tomorrow. It also empowers broadcasters and streaming platforms to capture new audiences and unlock innovative revenue models through personalized and premium audio experiences. It’s only a matter of time before a leading Indian company breaks ground and pioneers the integration of next-generation audio into its portfolio.

Meet Fraunhofer IIS at Broadcast India 2025

Fraunhofer IIS invites industry leaders, engineers, and content creators to explore their audio technologies in action at the Broadcast India Show, taking place October 14–16 at the Jio World Convention Centre in Mumbai. Visit our booth M07-A and our panel discussion on Next Generation Audio codecs to learn how advanced audio can unlock better business outcomes, richer content, and stronger engagement in India’s fast-changing media landscape. Or visit us online and stay up to date with our latest AudioBlog news.

The authors

Christian Simon works in the Business Development Team at Fraunhofer IIS in Erlangen, Germany. He helps to promote IIS technologies worldwide, introducing them to new markets, with a focus on Asia and Europe. Fraunhofer IIS operates under the umbrella of the Fraunhofer Society, Europe’s largest research and development organization, renowned for its commitment to applied research and scientific excellence as a non-profit institution.

Thimmaiah Kuppanda is a technology and market development consultant with deep expertise in audio technologies spanning broadcast, streaming, and consumer electronics. Thimmaiah collaborates closely with industry partners, regulatory authorities, and international organizations to champion Fraunhofer IIS technologies and accelerate the rollout of future‑ready, market‑aligned solutions.