Singapore – Singtel announced the introduction of cutting-edge technology as part of its ‘live’ television production capabilities, offering brands the opportunity to create interactive content and better engage their pay TV audiences.

The first of its kind in Singapore, Singtel TV’s virtual reality (VR) and augmented reality (AR) technology also helps advertisers address the challenge of today’s viewers sidestepping traditional commercial breaks.

VR and AR technology allows virtual elements to appear as if they were real objects within the studio environment. The creation of virtual elements such as three-dimensional scoreboards, match statistics, team logos, player images and starting line-ups will enhance the overall viewer experience, particularly during sports programmes. This technology can also be used to stylistically redesign the virtual background according to a particular theme or type of programme.

“Ad clutter and audience fragmentation mean that traditional TV ad buying needs to evolve. Our ad analytics will better segment the audience. Together with VR and AR technology, brands can then create and tell segment-specific, editorially relevant stories, while ensuring that the content is not missed altogether,” said Anthony Shiner, Chief Revenue Officer, Singtel Group Digital Life.


Virtual advertising helps brands stay in the game

Virtual advertising uses the same VR and AR technology, by embedding brand images into a ‘live’ or pre-recorded TV show. However, virtual ads previously required significant financial investment. Recognising the demand for such technology, Singtel Adverting is bringing it to Singapore, so brands can create relevant and in-programme content affordably.