HOW CAN MEDIA COMPANIES BALANCE INNOVATION IN XR WITH COST AND SCALABILITY IN ADOPTION?
GRIGORY MINDLIN: Key challenges include real-time rendering and latency, as XR requires high-quality visuals without delays. Interoperability is another issue – many broadcasters rely on legacy-interlaced systems that don’t easily integrate with XR. Additionally, training and talent adaptation are essential as XR requires new skill sets, including proficiency in Unreal Engine and expertise in virtual cinematography. Lastly, cost and scalability remain concerns as the high initial investment can be a barrier, especially for smaller media companies. Beyond the technical hurdles, a significant challenge is the fundamental shift in content creation. We’re moving from linear, pre- produced workflows to dynamic, data-driven pipelines. This requires a cultural shift within broadcast organisations, fostering collaboration between creative and technical teams. Ultimately, the successful integration of XR hinges on our ability to not just adopt new technology, but to fundamentally rethink how we create and deliver content. of the action. This is particularly impactful in live broadcasts, where virtual sets and augmented graphics provide richer visual storytelling. It also improves interaction by allowing for real-time audience participation in hybrid events, news segments or live shows. As a result, XR is not only changing the way stories are told but also transforming how they are experienced – making content more engaging and adaptive to the evolving expectations of audiences.
MIGUEL CHURRUCA: This presents another challenge for adopting XR technology, as broadcasters will most likely need dedicated graphics and technical teams to create the scenery, integrate the graphics and set up the workflows correctly. In some cases, this may not be possible and could instead require external collaborations. XR needs 3D experts, able to create hyper- realistic scenes and a technical team that can ensure the correct integration of all the technologies involved to produce a compelling result. Therefore, the time it takes may not be compatible with daily requirements, so XR shows may end up being a one-off or periodical event, not a recurrent tool for a daily show or newscast. As a result, broadcasters now ask for easier and more cost-effective tools that can be used for XR, chroma sets, graphics and other television requirements; put simply, flexible tools that allow designers to prioritise creativity over pure operation. LUIS GARRIDO: Balancing innovation with cost is a major consideration for media companies looking to integrate XR technology. One effective approach is adopting modular solutions that allow for gradual implementation rather than full-scale overhauls. Starting with a hybrid model – incorporating XR for specific segments while maintaining traditional production for others – can help mitigate financial risks. Another strategy is leveraging partnerships with technology providers and industry experts. Many XR hardware and software solutions now offer scalable models,
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