Hot on the heels of Denon’s launch of a soundbar-and-subwoofer combo with Dolby Atmos for just $449, Sony said Thursday it will offer its own affordable surround-sound rig for only $300. It’s the HT-S400 2.1ch Soundbar, set for launch in April.

At that price, Sony’s new soundbar looks like a solid budget-friendly option for stellar TV audio. Pumping out 330W of sound, it comes with a wireless subwoofer, easy connectivity to the company’s newest TVs and an OLED heads-up display.

Judging by the Denon and Sony launches, it appears an era of high-quality, affordable TV audio solutions is upon us. After all, just months ago, companies raced to put out similar gear that cost many hundreds of dollars more, in many cases.

If your TV sounds a little thin on its own, you might want to beef up that audio with a soundbar and subwoofer. Until recently, sets offering Dolby Atmos 3D surround sound tended to cost quite a bit. But Denon’s got an affordable new outfit for you — the DHT-S517 soundbar.

Known for it AV receivers, Denon now takes on the likes of Sonos Arc with its release of the DHT-S517. You can plug it into any TV to jack up your entertainment experience with Dolby Atmos for $449.

Known for its impressive Sonos Arc soundbar for home cinema, Sonos now rolls out updates to its more compact and less expensive Sonos Beam, including the Arc’s Dolby Atmos 3D sound.

Almost as if on cue after similar recent announcement from other companies, Sony has rolled out a feature-packed home cinema Dolby Atmos soundbar called the HT-A5o00 at a price of $899.99. That’s $400 less than the company’s flagship soundbar, the HT-A7000.