Broadcasters are increasingly utilizing augmented reality (AR) graphics to elevate their storytelling capabilities and create more immersive experiences for viewers. This transformative technology allows for dynamic and engaging content, bridging the gap between cinematic quality and the demands of real-time broadcasting.
Marcus B. Brodersen, CEO, Pixotope, highlights the cost-effectiveness and creative potential of virtual production: "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, emphasizes the role of AR in enhancing 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, points to the accessibility of complex data through AR: "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, underscores the importance of effective data presentation: "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 panel also addressed challenges, including workflow integration and real-time performance. Solutions involve careful planning, training, and collaboration between creative and technical teams to ensure seamless integration and a positive on-air experience. The increasing accessibility of AR technology, as noted by Steve Taylor, chief product and technology officer, Vizrt, is driving broader adoption across various broadcasting sectors.