Illustrated talk, 20–30 minutes
- “Big TV” entering renaissance after pressure from personal devices (tiled TV; ambient light matching)
- Broadcast platforms will need to embrace immersive experiences (XR) as a better way to consume traditional 2D content, as well as providing access to specialised story telling through interactive XR
- Computational creative is changing TV advertising (synthesised ads; contextual hooks from content)
- Computational creative will change TV content (eg, tailoring content to each viewer while retaining its role in social cohesion)