Delivering premium immersive audio to mass audiences has historically been limited by distribution constraints: if you weren’t watching via pay-TV or a streaming provider you likely never experienced the full impact of Dolby Atmos. In this 30-minute talk, Dolby and TV Azteca will share the story behind a breakthrough collaboration to bring Dolby Atmos to free-to-air television in Mexico—putting cinema-quality, object-based audio within reach of millions of households and, in particular, sports fans for whom the sound of the stadium is part of the drama. Without revealing the details that will be formally announced soon, the session will explore the cross-functional approach required to move an ambitious broadcast innovation from concept to real-world deployment: aligning creative intent with broadcast operations, working across an ecosystem of technology partners, proving feasibility within existing transmission standards, and validating the at-home experience at scale.