CTA Working Group Finalizes Uniform ‘Definitions’ to Promote VR to Consumers
A CTA working group on virtual and augmented reality finished work on an agreed-upon set of “industry definitions” to help companies better and more uniformly explain to consumers “the spectrum of experiences their technologies deliver,” the association announced Monday. The…
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working group defines VR products and services as creating “a digital environment that replaces the user's real-world environment,” while AR “overlays” digitally created content into the user's real-world environment, CTA said. Other definitions: (1) “Mixed reality” (MR) is an experience “that seamlessly blends” the user's real-world environment and digitally created content, “where both environments can coexist and interact with each other.” (2) The term “360 Video" is defined as an experience that allows users “to look in every direction around” them. (3) “Immersive Experience" is defined as deeply “engaging” and “multisensory,” which can be delivered by a diversity of different technologies. “The collaboration from across our industry to develop and align on these consumer definitions is the kind of joint effort across the value chain that will ensure the success of this brand new industry and art form," said Technicolor executive Mark Turner, chairman of the working group. "AR, VR and MR offer consumers a remarkable world of interactive and immersive engagement -- whether that's incorporating information and imagery into our everyday environment or submerging ourselves completely into another world.”