The broadcasting industry is experiencing a significant shift in how stories are told, thanks to the increasing adoption of augmented reality (AR) graphics. This technology is transforming physical studios into dynamic, multi-purpose environments, offering immersive experiences for viewers across various genres, from sports and news to entertainment.
This evolution is driven by rising viewer expectations, the need to overcome workflow challenges, and advancements in real-time rendering capabilities. Industry leaders are embracing these technologies to bridge the gap between cinematic quality and the demands of real-time broadcast. Marcus B. Brodersen, CEO, Pixotope, highlights the cost-effectiveness: "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."
Onur Can Gulenc, sales manager, Zero Density, emphasizes the impact on viewer engagement: "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, adds: "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."
Miguel Churruca, marketing and communications director, Brainstorm, points to the ability of AR to handle 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 challenges are not insignificant. Successfully integrating new workflows, ensuring real-time performance, and providing intuitive controls for talent and operators are critical. Marcus B. Brodersen advises: "Broadcasters who add AR to live broadcast need to make a fundamental choice: either design graphics flexible enough to work from any camera angle or commit to rehearsal time that locks in your shots — there’s no middle ground."
Mike Paquin stresses the importance of collaboration and usability: "Broadcasters need to ensure AR elements are tightly synchronized with camera movements and on-screen action, which places a premium on accurate tracking and real-time rendering. Collaboration between creative and technical teams is key to integrating AR smoothly into live workflows. It’s also important to balance innovation with usability so on-air talent and guests remain comfortable and natural."
Onur Can Gulenc notes the increasing adoption of AR due to its relative ease of use: "AR usage is increasing among broadcasters exponentially because it is easier to adopt compared to other virtual production techniques, with its quicker setup process."
Steve Taylor, chief product and technology officer, Vizrt, highlights the broader 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."