How AV technologies are transforming vertical markets

“It is evident that AV technologies are transforming vertical markets in which they have a significant presence. Educational institutions are now completely transformed with state-of-the-art AV products such as laser projectors, LED video walls, and LCD panels for lesson delivery and student engagement,” points out Rishubh Nayar, Sales Director for India, Enterprise, Christie, a global audio visual solutions company, which is into creating AV solutions and display products. In this interview with Adgully, Nayar talks about the adoption of AV technologies in various fields, the future trends, the use of projection mapping in brand promotion and marketing, emerging trends in the AV domain, the evolution of VFX, AI, VR, etc. He informs that Christie is working with its partners and content creators to incorporate AR and VR elements in their projects that will work well with its visual solutions. Excerpts:

How will emerging technologies transform AV in the coming years?

We have seen how the advent of new technologies has rapidly shaped the AV industry, particularly with the popularity and adoption of collaborative platforms such as Zoom and Microsoft Teams that have become commonplace in the wake of the COVID-19 pandemic in 2020. In a similar vein, we have also seen how the emergence of laser projection (in particular RGB pure laser projection) and direct-view LED illumination have transformed the AV environment and will continue to do so in the years ahead as these technologies evolve and break new ground in terms of performance, usability, reliability and cost of ownership.

Christie is a pioneer and frontrunner of these technologies, which have been widely adopted for various applications around the world. In particular, our RGB pure laser projection has been embraced by major cinema exhibitors, large-scale spectaculars and themed entertainment to deliver spectacular and immersive experiences, while our award-winning Christie MicroTiles LED provides unmatched choice, versatility, and flexibility when it comes to specifying high-performance video walls. Moving forward, every aspect of AV will have to react quickly to the changing needs of various vertical markets, as well as adapt to the operating requirements of the respective industries to remain viable and competitive.

How are AV technologies transforming the places where we work and learn?  

It is evident that AV technologies are transforming vertical markets in which they have a significant presence. Educational institutions are now completely transformed with state-of-the-art AV products such as laser projectors, LED video walls, and LCD panels for lesson delivery and student engagement. As well, video or streaming devices utilising the AV-over-IP system architecture enable seamless switching of training materials from one institute to another. We are also seeing the adoption of unified communications technologies, such as when dentists perform a live surgery in an operating theatre with live 3D images transmitted to attendees of a training symposium using Christie projectors with stereoscopic capabilities. These are just a few examples of how AV is transforming the places that we work and learn.

How can the adoption of AV technologies change the future of entertainment?  

AV technologies have already changed entertainment trends in India. In cinemas, moviegoers are enthralled by the brighter, more colourful and lifelike images from boutique to premium large format (PLF) auditoriums fitted with our cutting-edge RGB pure laser projection systems that support high frame rate (HFR), high dynamic range (HDR), and wide colour gamut display capabilities. For live events and large-scale light and sound shows, our display solutions comprising laser projection, media playback and show control systems, and powerful video processors are delighting audiences like never before with awe-inspiring experiences in Tier 2-3 cities in India.

Likewise, an array of display and interactive solutions are also being increasingly embraced by museums across the country, which is an encouraging sign that AV technologies are becoming the mainstay in entertainment. A good example will be the new Smritivan Earthquake Museum in Gujarat, which is equipped with over 100 Christie 1DLP laser projectors to offer a dynamic and engaging experience to the visitors.

How can projection mapping be used as an effective tool for brand promotion and marketing?   

Projection mapping has proven to be a highly effective tool for both brand promotion and marketing. Lifelike visuals projected on almost any surface, combined with audio and special effects like lasers and pyrotechnics, is a fantastic medium for compelling storytelling. A well-executed projection mapping performance can deliver unique shared and immersive experiences that effectively build strong branding.

In India, projection mapping is often used in large-scale projects to showcase the rich cultural and historical heritage of a particular region, or to honour martyrs, statesmen, religious figures and the citizenry who made contributions to the country in their own ways. From Statue of Unity, the world’s tallest statue, and Ambaji Temple 3D projection mapping show executed on the 490-meter Gabbar Hill, to the mesmerising light and sound show on the façade of the iconic Red Fort in Delhi, projection mapping is a powerful tool that creates awareness, engages audiences, leaves a lasting impression, and reaches out to large groups of people on social media.

What will be the key emerging trends in the AV domain?

As the world recovers from the COVID-19 pandemic, AV technologies will continue to play an important role in shaping the way we learn, work and be entertained. We expect greater use of automation, touchless technologies, and remote AV monitoring systems. In addition, organisations in various sectors will continue to implement hybrid work models and have greater access to VR and AR technologies as they become more widely used in applications such as gaming, simulation, TV/film production, and so on.

In light of these technological advancements, organisations must adapt to remain competitive. It is vital for organisations in all industries to work with AV systems integration specialists capable of choosing the best technologies for their ongoing needs. At Christie, our Professional Services team is one of the industry’s most trusted advisors in designing, manufacturing, deploying, and supporting professional AV display systems. With strategic locations worldwide and a comprehensive network of customer service engineers, project managers, and training and service technicians, we can rapidly dispatch the expertise, parts, and replacements that our customers require.

How has the evolution of VFX, augmented reality, AR, and VR dramatically changed the creation and consumption of films, and videos?

There is no doubt that the evolution of VFX, augmented reality, AR, and VR has resulted in significant changes in the way films and videos are created and consumed. Not only have these technologies added more depth and possibilities in terms of content creation, they have also given rise to new ways of viewing contents, such as, for example, watching a movie through VR headset lens. Furthermore, the development of these technologies has led to an increasing demand for talents and professionals such as animators and VFX specialists.

As a global visual technologies company, Christie is keenly aware of how these disruptive technologies can alter consumption patterns. We are working with our partners and content creators to incorporate AR and VR elements in their projects that will work well with our visual solutions. At the same time, we are also looking at ways to engage markets that leverage on these technologies, and see how best our solutions can help them achieve their desired objectives.


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