Dolby Labs just figured a way to get rid of one of the main tricks in the tv advertiser's toolbook: How to get rid of variable volume.

Over the next few years, Dolby will start licensing out technology to manufacturers that will prevent advertisers from making television ads louder than the actual programs:

The issue of TV audio variation across channels and during commercial breaks is one which affects most of us – in fact, rushing for the remote to dampen the sound when an ad breaks in at uncomfortable volume has become the modern day equivalent of the quick-draw. Solutions to this problem have been sought for years with varying degrees of success, but now a new technology unveiled by Dolby promises to provide "set and forget" volume-leveling while preserving the full listening experience at any volume level.

(Image via Wired)