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Demystifying Extended Reality Experiences in Asia Pacific

Samsung and live video technology company, Ross Video, share how Extended Reality (xR) is already redefining customer experiences today.

Nov 07. 2021

When it comes to next-generation immersive visual experiences, Extended Reality (xR) is often top of mind with the potential of combining virtual and physical worlds seamlessly into one, be it Augmented Reality (AR), Virtual Reality (VR) or even Mixed Reality (MR).

 

xR is not just about someone wearing a VR headset moving around in a virtual world or a pair of AR glasses that overlays virtual icons and other information onto a real-world environment. It can also be about large LED displays that extend digital images into the real world and change the way people perceive reality.

 

Today, xR is becoming a reality where many new applications now developed for different verticals, from retail to education.

 

Filmmakers today make use of large LED displays as a realistic backdrop, so they do not have to incur huge travel expenses to bring a whole crew halfway across the world to, say, a desert, to shoot a scene. This also helps to resolve pandemic-imposed restrictions and enables cost-effective film production.

 

Similarly, live event productions are increasingly turning to large LED displays and xR to extend the experience beyond what is happening live on stage at a conference or a concert.

 

“Computer graphics are getting better, and the content looks realistic and crosses the point to one where you don’t know if it’s 3D-rendered or real,” said Boromy Ung, Senior Director for Product Management and Business Development at Ross Video.

 

“I can change my sets within seconds or minutes, compared to hours with a physical set,” he added. “This means that with xR, you can create a virtual set with lots of flexibility, and on top of this, you don’t need the space for a workshop and the crewing involved. Finally, xR brings out better performance with talents as they can now see and interact with the virtual environment, something not possible with green screen setups.”

xR can literally create a ‘reel world’ and can be a gamer changer not just for filmmakers but also brands in creating new customer experiences. Image simulated for illustrative purposes.

Addressing 3 myths about xR today

While there’s no doubt xR will play an increasingly important role in how audiences consume content, services and products, what is needed, however, is more education. Ung and Jake Tolsher, Ross Video’s Business Development Manager for Sports and Live Events in Asia and Oceania elaborated on the 3 common myths of xR today:

  • Myth 1 – xR is difficult to create: xR technology and expertise have evolved. Today, the ease of use and affordability have come a long way, where there are even tools now to adopt xR quickly and easily. For example, Ross has developed its own interface called LUCID for operators to easily setup and control xR productions, that are built on top of its Unreal-based Voyager Engine. 
  • Myth 2 – We can afford to wait and see: Adopting a wait-and-see strategy may risk being left behind as xR takes off in a big way. “The same people who have been waiting a long time, who didn’t want to adopt IP (in broadcasting) a few years ago, are finding that they are behind the game,” Tolsher said. In Australia, for example, some production companies are trying out xR stages for hybrid conferences and possibly e-sports events. The interest is growing. It pays to be in the forefront to grab hold of opportunities with limited players in the market. 
  • Myth 3 – xR is only a pandemic fad: “The current adoption of xR is no doubt helped by the travel restrictions, but we’re not going back even if the pandemic goes away. The pandemic has accelerated the greater trend where consumption habits are changing marketing budgets and customer engagement strategies. Status quo is not an option. What’s exciting is that xR experience keeps getting better and it makes more and more sense to consider xR first in a content creation scenario,” said Ung. 

 

Businesses ready to embrace xR today will reap the benefits of a transformed customer or audience experience, setting them apart from rivals that are slow to step into the future. Tolsher explained: “If you are in the development stages of xR now, you are going to have a better understanding when it comes the norm in four to five years.”

 

Ross Video also points out the importance high quality screens make in the audience experience. LED and microLED screens allow for better-quality pixels enabling higher contrast and viewing angles that is crucial for quality xR experiences.

 

Specifically, Samsung’s The Wall represents one of the most advanced display technologies that optimise game-changing xR experiences today. The Wall’s Black Seal Technology creates a deep black background that blankets the screen with perfect uniformity, creating a seamless canvas for deep black levels. Its Ultra chroma technology also enables colours to leap to life. Lastly, its 20-bit processing capabilities create exact colour mapping and delivers extraordinary contrast and natural tonal gradients.

Samsung’s The Wall can deliver a giant leap in virtual realism that is crucial to enable immersive xR experiences for studios and beyond. Image simulated for illustrative purposes.

While the pandemic may have accelerated its adoption, xR is here to stay. Ever-improving visual tools from strong eco-system partners such as Ross Video, coupled with advancements in Samsung’s LED and microLED displays, are redefining the cost-quality equation of xR experiences, ensuring its widespread adoption.

 

 

Interested to know more about The Wall and other display solutions?
Contact us, or head over to The Wall’s content section here.

 

Disclaimer: Some images are simulated. All images used in this article are for illustrative purposes only.

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