The broadcasting industry is experiencing a transformation fueled by augmented reality (AR) graphics. This technology allows broadcasters to expand their storytelling capabilities, creating dynamic and immersive experiences for viewers.
From transforming physical studios into versatile environments to using AR for immersive sports and news coverage, the possibilities for audience engagement are vast. This evolution is driven by viewer expectations, workflow challenges, and advancements in real-time rendering.
Marcus B. Brodersen, CEO, Pixotope, notes that virtual production allows broadcasters to "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." This leads to cost savings and the creation of "extraordinary visuals and experiences that captivate younger audiences who expect Hollywood-quality visuals in every broadcast."
Onur Can Gulenc, sales manager, Zero Density, highlights the use of graphics and virtual elements to "simplify complex information, offering visual context and dynamic visuals for impactful storytelling." AR brings immersive experiences directly into homes, enhancing viewer engagement.
Mike Paquin, senior product manager, virtual solutions, Ross Video, emphasizes the use of real-time graphics to make complex data more accessible and engaging. "Simple but dynamic visualizations," he says, "can turn passive viewers into active participants."
Miguel Churruca, marketing and communications director, Brainstorm, points out the importance of presenting data attractively. Broadcasters increasingly use "virtual technology, augmented and mixed realities and interactive graphics to engage the audience while improving the presenters’ work."
Onur Can Gulenc further observes that viewer feedback on high-quality graphics is overwhelmingly positive. "It could be a virtual set that is travelling back in time or simplifying complex situations into small and understandable segments," he explains.
Mike Paquin identifies integrating new graphics workflows and ensuring real-time performance as key challenges. Creating a familiar control environment for talent and operators is crucial for smooth transitions.
Marcus B. Brodersen describes the potential of AR to transform entire stadiums into immersive worlds, creating a "co-viewing experience" that appeals to multiple generations.
Miguel Churruca adds that AR allows interaction between sets, talent, and virtual objects driven by external data sources, making complex information more accessible.
Marcus B. Brodersen stresses the importance of early workflow decisions, particularly regarding camera angles and switching between clean and AR-enhanced feeds. "Success lives or dies on these workflow decisions," he emphasizes.
Mike Paquin highlights the need for synchronization between AR elements and camera movements, emphasizing collaboration between creative and technical teams. Balancing innovation with usability is key.
Onur Can Gulenc notes the increasing adoption of AR due to its easier implementation compared to other virtual production techniques. In-venue and in-studio AR applications are particularly popular.
Steve Taylor, chief product and technology officer, Vizrt, discusses the company's efforts to make virtual studio technology more accessible to a broader range of users, including YouTubers and smaller broadcasters.