Over the past decade, the digitalization of the media landscape has continued at a rapid pace. We not only watch linear television at home, we consume media non-linearly – anytime, anywhere – via online video and streaming. According to a large-scale survey by AP among 908 Flemish people (Heirman, 2020), the Flemish viewer is now also ready for the next step: Extended Reality (XR) in the media. A similar digital evolution occurred within print media. Flemish media players today face major challenges, such as declining advertising revenues and maintaining viewing figures or subscribers (PUB, 2021).
“How can traditional media players expand and connect their target audience through new forms of media content and advertising and cross-media formats that arise thanks to eXtended Reality (XR)?” In the Testing Ground we develop new forms of XR that until now could only be experienced on powerful computers at a fixed location. Thanks to 5G networks, heavier and more evocative XR content can be distributed with low latency to audiences in various settings and locations.
The innovation goal is split into 3 measurable objectives:
Radar function: We bundle information about XR and 5G for media (including possibilities, barriers, cybersecurity, international XR cases that demonstrate added value of 5G within media).
Advisory function: We are the point of contact for questions regarding media XR/5G and fulfill a matchmaking function between media companies, XR and advertising agencies, event organizers and telecom operators.
- Inspiration function: Together with the guidance group, we develop 5 documented business cases, tailored to the local needs of our Flemish media players.
Visit the Media XR & 5G project website here:
