Immersive technology takes center stage across the Metaverse
If you need a specific definition of what the metaverse can do, you might have to wait a while.
It is an immersive embodiment of the internet. And it’s a shared, personalized experience. But it’s also an animated, interactive playroom that gives us the opportunity to experience our existence in ways we can’t experience in the physical world.
For broadcasters, game makers and content creators, the metaverse has the potential to transform how the industry produces.
By using affordable virtual reality technology, a media company could have the ability to view, manage, and interact with a production in progress, no matter where it takes place. Or delight linear TV viewers with an immersive companion experience.
What is clear is that the metaverse is on the way to becoming something big.
“In general, there’s a feeling that the industry is on the verge of making big strides in delivering truly immersive entertainment,” said Chris Brown, executive vice president and general manager of Global Connections and Events at NAB.
GROWING MARKET
In its Tech Trends 2023 report, Deloitte Insights noted that the Metaverse is projected to be an $80 billion market by 2024 as companies begin to leverage the technology to create an enriched alternative to the flat, two-dimensional world , which we currently access via video feeds. email and texts.
“In other words, the best way to think of the metaverse is as a more immersive incarnation of the Internet itself,” the authors of the Deloitte report wrote. “(It’s a) ‘internet plus’ as opposed to ‘reality minus’.”
Growth is expected to pick up pace with the transformation of virtual interfaces from technology toys to technology tools, closely followed by new business models.
In a recent panel discussion on the Metaverse, Deloitte Consulting Principal Jessica Kosmowski said that the industry is just on the cusp of exploring unique early uses of the Metaverse.
“We’re essentially looking at the next evolution of the internet,” Kosmowski said. “Every aspect of the technology, media and telecoms ecosystem faces major changes over the next few years. Media companies need to create new business models (and delight consumers with new content and experiences). Products and services are re-imagined at every level of the technology stack.”
The NAB Show addresses the issue with a series of sessions, round tables and exhibitor presentations. During Tuesday’s session, Secrets of Building Your Brand in the Metaverse, executives from Microsoft and Dentsu will provide an in-depth look at the Metaverse and explore how organizations have already begun to create goals and experiences.
Another Tuesday session, titled “East vs. West: How Will the Metaverse Evolve and Converge Globally,” examines the commonalities and barriers that exist between the Western entrepreneurial model and the Eastern centralized model, and what businesses can expect when it It’s about building a new interconnected universe within that model.
CREATIVE APPLICATIONS
What possibilities does all this have? Consider scent packs that could be connected to a virtual reality headset to reflect the lush, scented environment a user is viewing on-screen. Or a hyperreal augmented reality shopping experience guided by an AI-powered avatar. Or the use of sensitive, interactive haptic gloves that would provide a user with a sense of touch.
There is already a need in the media industry for the merging of physical and virtual worlds.
Sinclair Broadcast Group and Deloitte recently announced plans to create a new Metaverse sports fan community powered by a 3D creation tool. In addition to watching a live game, fans can also join before the season and before each game. Sinclair described the partnership as an important step in generating new revenue streams and deepening the interaction with its viewers by redefining the sports experience.
Almost everywhere, experts say that those interested in what the Metaverse has to offer should start with the strategy, whether the main goal is to generate new revenue streams or improve production flows through an expanded work experience.
Throughout the exhibition space, exhibitors will highlight their work in the Metaverse and associated experiences such as Web3, AI and data-driven personalization.
“New immersive content experiences are on the horizon, from pure AR/VR or mixed reality flavors to the sweeping promise of new digital worlds with users as the central figure,” said NAB’s Brown.
While we certainly have hurdles ahead and the challenge of synchronizing all sides of the ecosystem—from the development of content, to the process of content creation and distribution, to the creation of the consumer technology needed to deliver the ultimate user experience—the Industry appears to be doing this “I’m ready to take steps to provide deeply immersive entertainment,” Brown said.
0 Comments