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annotated 3D models of an unfolding flood disaster, the possibilities are as limited as the audience. E-WATCHING One of the biggest paradigm shifts won’t be on the content side, it will be in the viewing. A new phenomenon is developing now, which we call e-watching (you heard it hear first). In the e-watching paradigm, the audience will be able to fully access any and all data surrounding the content. It’s not just knowing the year a movie was made and who was in it, but being able to fully explore all the meta-data, historical material and analysis of the content during the watching. It will be the ability to access all conversations going on around the material as it’s occurring anywhere in the world. These functions are currently taken up by second screen web browsing and social media that runs parallel to the viewing experience. But APIs will develop to allow relevant data to be easily ported into the content experience – and vice-versa, the content experience will become more porous in its ability to absorb data and supplementary material from other sources. Yet it will be the very means of playing and viewing that will change the most. In the not-too-distant future the stop, play and pause commands of today will seem ridiculously clumsy. The football match of 2030 will allow playback of any moment during the match, from any angle. There will be multi-camera capture stitched together seamlessly into a high resolution and fully explorable 3D model, with custom commentary, combined with huge amounts of data on every aspect of play – even down to the composition of the crowd in the stadium. Fans will be able to study each match as deeply as if it were a work of art, or experience it as if they were really in the stadium, in the best possible seat, in the best possible company. Reaching these aspirations of deeply immersive – and audience enriching – content will only take place in a value chain dedicated to quality. From conception and commissioning to delivery and engagement, a fully customer-centric experience needs to be the focus. This is only going to be possible with carefully curated content and the best possible suppliers and partners – and at the top of the list of these partners is the viewer.
big time, but to some extent we are already living in virtual reality. We don’t usually wear goggles around throughout our day, but via our mobile devices we are continuously accessing data and imagery, which enhances our everyday experience. The breadth of the augmented reality landscape is only going to grow. AR content for mobile is already moving out of the novelty stage and into practical usefulness. Furniture group, Ikea, has produced an app that allows you to see how the brand’s products will look in your home. In true Ikea spirit, the app is easy to use and intensely practical, and social media masks and filters are just the beginning of creating real-time, on-the-fly animations. The booming popularity of esports promises to create a revolution in live, completely digital content. In the next few years that will extend to drama and scripted content, too, with digitally augmented or completely virtual characters, props and environments able to create stories in real time. Imagine a graphics and visual effects powerhouse like an ILM or a Pixar creating live content with photorealistic virtual characters with as much ease as setting up any OB broadcast? From live dragon battles in the Alps to fully realistic and
Customer-centric AI won’t try to hide itself – the customer will be fully aware of its involvement – but it will create a more engaging, fulfilling, enriching experience for the viewer and one that grows and matures over time. The primary focus for the next generation of media companies will not be on improved strategy, technology or even ROI – it will be about improved relationships with customers. In fact, the most successful companies won’t have customers, they’ll have partners. Once we get our priorities in order this new tech, like a well-trained horse is going to takes us forth into a whole new media landscape, rather than bucking us off before we’ve even started. We’ll be able to offer audiences an amazing goody bag of new media offerings that we’re only beginning to scratch the surface of. AR, VR AND ALL THE OTHER R’S We sometimes struggle to envision what it will be like when VR and AR finally hit the
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