Although Dolby's TrueHD may be a more well-known moniker, it looks like you'll be hearing (quite literally) a lot more of DTS in the coming months. The firm has landed a deal with no less than ten integrated circuit (IC) manufacturers to incorporate its DTS HD Master Audio and / or DTS HD High Resolution Audio technology (not to mention the DTS HD LBR and encoder / transcoder jazz) into forthcoming chips. These microchips -- designed by Analog Devices, Broadcom, Cheertek, LSI, Matsushita, MediaTek, NEC, Renesas, Sigma Designs, and Sunplus Technology -- will contain DTS's high definition audio standards and will eventually find their way into next-generation HD DVD and Blu-ray players, AV receivers, and pre-packaged home theater systems. Additionally, the technology could even slither into the PC and automobile markets. While neither specific end products nor release dates were mentioned, we do know that devices coming out "in 2007" will be sporting the new protocols, and hey, we've got no qualms when it comes to options in audio (or video).