The broadcasting industry is experiencing a revolution in storytelling through the innovative use of augmented reality (AR) graphics. This article delves into how broadcasters are utilizing AR to create dynamic, immersive experiences for their viewers.
From transforming physical studios into versatile environments to employing AR for immersive sports and news coverage, the potential for audience engagement is immense. This exploration examines how viewer expectations, workflow challenges, and real-time rendering capabilities are driving the evolution of interactive graphics in live production.
Marcus B. Brodersen, CEO, Pixotope, notes: "With virtual production, broadcasters can transform a single studio into infinite creative spaces — switching from morning news to sports analysis to entertainment shows with instant set changes and brand-specific environments. As technology and workflows advance, they’re positioned to adapt quickly while cutting costs, with one studio now doing the work of ten. Most importantly, they’re creating extraordinary visuals and experiences that captivate younger audiences who expect Hollywood-quality visuals in every broadcast — something that is only achievable through virtual production."
Onur Can Gulenc, sales manager, Zero Density, adds: "Broadcasters extensively use graphics and virtual elements to simplify complex information, offering visual context and dynamic visuals for impactful storytelling that captivates viewers. This includes employing augmented reality to bring immersive experiences directly into homes, while real-time data visualization provides instant updates like live scores or election results. Ultimately, they transform passive viewing into an engaging, interactive, and easily digestible experience that significantly enhances viewer engagement."
Mike Paquin, senior product manager, virtual solutions, Ross Video, highlights the importance of accessibility: "Broadcasters are leveraging real-time graphics and virtual elements to make complex data more accessible and engaging for viewers. For example, simple but dynamic visualizations like live-updating charts or interactive overlays can turn passive viewers into active participants. These enhancements help audiences feel more connected to the content, whether it’s a sports match or election coverage."
Miguel Churruca, marketing and communications director, Brainstorm, emphasizes the role of AR in managing complex data: "In many applications such as sports, elections or information graphics, the amount of data can be overwhelming for the audience, so presenting such data in an attractive and comprehensive way for the audience is paramount. Broadcasters are increasing the use of virtual technology, augmented and mixed realities and interactive graphics to engage the audience while improving the presenters’ work, allowing them to immerse themselves in the context of the storytelling, rather than use graphics as a supporting object."
The discussion also covers the challenges of integrating AR into existing workflows, the importance of user-friendly interfaces, and the future trends in AR broadcast technology. The consensus is that AR is not just enhancing broadcasts; it’s creating compelling and interactive viewing experiences that resonate with audiences of all ages.
Steve Taylor, chief product and technology officer, Vizrt, concludes by highlighting the accessibility of AR technology: "We launched our Virtual Studio Go product last year, which is allowing people a much lower-level entry point into using our technology. And it’s a great story to be able to go to either a wannabe big YouTuber or a big YouTuber or a news broadcaster who’s seeing this shift and to move across and say, look, we’ve got 25-plus years investment in virtual technology, and all of the best camera control and tracking and AI and green screen and keying, and we can take this to you at a much lower price point. We are essentially looking at taking our products to this new audience."