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Augmented Television

Augmented Television

 March 2019

It’s even been pinpointed by Mark Zuckerberg as the technology that will topple traditional television from its reigning position as lead entertainment device in our homes. Below are five things you need to know about AR and the future of Augmented Television.

So, what is AR?

No-one can forget the buzz around Snapchat when its update introduced filters. The mix of imposed graphics on top of real-life images/videos showed us all a new way to interact with AR. Then along came Pokémon Go, an app which saw its users roaming the street to find and collect rare Pokémon. It swiftly gained momentum and is still proving popular; Pokémon Go made an estimated $1.1billion in 2018. Following this huge engagement, AR has been embraced by retailers seeing the potential of our smartphones and their AR capabilities. Most of us will have seen that brands such as IKEA, Amazon and L’Oréal have all created apps to artificially place their products in our homes to increase convenience and ultimately desire to purchase their goods.

What is Augmented TV?

It’s predicted that Augmented TV is in the not-so distant future. Our smartphones have already displayed their AR capabilities and the high levels of user engagement is something that hasn’t gone unnoticed. Augmented TV will see AR frameworks on our smartphones interacting with the televisions we already own. This will add another dimension to the programmes we watch and the way we interact with content. Infographics could be imposed on to your own coffee table allowing you to explore the information displayed as you choose. News and sports productions are already exploring how the interactivity of AR can improve the viewing experience.

Who thinks it’ll catch on?

Big names such as Apple and Google are leading the way with Augmented TV. It’s predicted that wearing AR glasses will become socially acceptable in the future, suggesting that we will be interacting with AR throughout our day to day lives. Large companies are taking note of Augmented TV as they see its potential to shake up the advertising industry. Taking the product placement AR apps one step further, Augmented TV will allow users to interact with any of the products being displayed during an ad break.

How does it work?

To enable the production of Augmented TV, studios have already started focusing on being able to produce holographic video, another term for pure 3D content. Incredibly, studios have already managed to produce holographic video recordings of real-life actors. The technological advances being made suggest that Augmented TV could be mainstream in the very near future. Augmented TV is breaking the mould of standard television and is demonstrating how far technology can go. It is certainly raising the question within the industry: in the future, could all television content be holographic?

Why would I want to use it?

We’re all leaning more and more on interactivity with our smartphones to help make our lives easier. With the rise of OTT platforms such as Netflix and Amazon Prime, there has been a need for traditional television to change its format to appeal to a tech focused audience. Augmented Television provides us with control and promotes a genuine interest in the content being delivered. Following our extensive use of OTT platforms in the last few years, we’re all beginning to expect interactivity and control with what we watch. Augmented TV bridges the gap and delivers this to traditional television.

Schedule a meeting with us at the NAB Show in Las Vegas (8th – 11th April 2019) to have a chat about Augmented Television and AR.

For an in-depth look at the future of Augmented Television, see the latest article from José Somolinos.

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