TSAWhitepaper

 

Immersive 180°/360° Audiovisual Content The Next Dimension of Experience

 

Table of Contents:

 

TSAWhitepaper 1

Immersive 180°/360° Audiovisual Content The Next Dimension of Experience_ 1

Date: 1

Version: 1

1. Executive Summary 3
2. Introduction: Beyond the Flat Screen_ 4

The Promise of Immersion: Key Definitions 4

The Current Moment: Why Now?_ 5

3. The Technological Ecosystem of Immersion_ 6

3.1. Immersive Capture_ 6

3.2. Processing and Encoding_ 7

3.3. Network Infrastructure_ 8

3.4. Edge Computing 8

3.5. Artificial Intelligence (AI) as a Catalyst 8

3.6. Platforms and Rendering Engines 9

4. Display Devices: The Window to New Worlds 11

4.1. Virtual Reality (VR) Headsets 11

4.2. Augmented Reality (AR) and Mixed Reality (MR) Glasses 12

4.3. Smartphones and Tablets 12

4.4. The Future of Display_ 13

5. Transforming the Viewer Experience: Use Cases 14

5.1. Live Sports 14

5.2. Concerts and Cultural Events 15

5.3. The “Extended Stadium”: Creating Experiences Beyond the Venue_ 15

5.4. Digital Time Travel: Historical Reconstruction with AI 16

5.5. Other Sectors 16

6. Monetization and Business Models in the Immersive Era 17

6.1. Direct-to-Consumer (D2C) Models 17

6.2. Advertising and Sponsorship_ 17

6.3. Data and Analytics 17

6.4. Technology and Content Licensing 17

6.5. New B2B Services 18

7. “The Unseen Side of Immersion”: Challenges and Hurdles 19

7.1. Technical 19

7.2. Adoption and Market 19

7.3. Ethical and Social 20

8. The Role of TSA and Telefónica: Leading the Audiovisual Transformation_ 21
9. Future Vision: The Next 5-10 Years 23
10. Embracing the New Dimension_ 24
11. Appendices 25

Glossary of Terms: 25

 

 

 

1.   Executive Summary

• The Problem: Traditional consumption of audiovisual content on flat screens faces saturation and a growing demand for more personalized, interactive, and emotionally engaging experiences, especially from younger generations. The industry needs to innovate to maintain and increase engagement.
• The Opportunity: Immersive technologies (VR, AR, MR/XR), driven by advances in 5G, Edge Computing, AI, advanced capture, and new devices, offer an unprecedented opportunity to revolutionize how we produce and consume live events (sports, concerts) and on-demand content, creating radically new and personalized experiences.
• The Solution: An integrated technological ecosystem enabling the capture, production, distribution, and visualization of immersive 180°/360° and AR/MR content. This includes everything from automated production and low-latency streaming to interactive platforms offering viewers control over their experience, real-time data, and the ability to share socially in virtual environments. The “Extended Stadium” concept amplifies the event’s reach to new audiences and locations.
• Why TSA/Telefónica: With over 30 years of experience in the audiovisual sector, top-tier network infrastructure (Fiber, 5G), proven capabilities in complex system integration, constant innovation (XR/5G PoCs), proprietary platforms (TSAmediaHUB with AI), and an end-to-end approach, TSA/Telefónica is positioned as the ideal technology partner to design, implement, and operate robust, scalable, high-quality immersive solutions, supporting clients in Europe, LATAM, and the Middle East.
• (Call to Action): The transition towards immersive consumption has begun. Organizations strategically adopting these technologies now will secure a competitive advantage, open new monetization avenues, and build deeper relationships with their audiences. TSA/Telefónica is ready to be your ally in this transformative journey. The time to decide is now.

 

 

2.   Introduction: Beyond the Flat Screen

For decades, the window through which we have experienced the world beyond our immediate surroundings has been predominantly two-dimensional. From early televisions to the latest smartphones, we have been passive spectators before a flat representation of reality. However, the convergence of multiple technological advancements is breaking down this barrier, marking the beginning of a new era in audiovisual consumption: the age of immersion.

The demand for richer, more interactive, and personalized experiences has never been higher. Audiences, especially younger ones, actively seek ways to feel part of the event, interact with the content, and share it in novel ways. Simple passive viewing is no longer sufficient. This paradigm shift represents both a challenge and a monumental opportunity for the media, entertainment, and sports industries.

The Promise of Immersion: Key Definitions

To navigate this new frontier, clarifying terminology is essential:

• Virtual Reality (VR): Complete immersion in a computer-generated digital environment. The user, wearing an opaque headset or goggles, is isolated from the real world and feels transported elsewhere. It can be a 3D recreation (like a video game).
• Immersive Video (180°/360°): Although often viewed using the same devices as VR (opaque headsets), immersive video is not strictly virtual reality. It consists of real-world recordings captured with specialized cameras that cover a 180° or 360° field of view, allowing users to look around but without interacting with or moving through the environment. It is a passive yet engaging experience, ideal for documentaries, live events, and concerts.
• Augmented Reality (AR): Overlaying digital information (images, text, 3D graphics) onto the real world, viewed through devices like smartphones, tablets, or transparent glasses. It enhances existing reality without replacing it.
• Mixed Reality (MR): A step beyond AR, where virtual objects are not just overlaid but are aware of and can interact coherently with the real environment (e.g., a virtual character hiding behind real furniture).
• Extended Reality (XR): An umbrella term encompassing VR, AR, and MR, covering the entire spectrum of experiences blending the real and virtual worlds.

 

 

The Current Moment: Why Now?

While the idea of immersion isn’t new, several factors converge to make it viable and attractive now:

• Technological Maturity: 180/360 cameras are more affordable and powerful, display devices (VR/AR/MR headsets) are exponentially improving in resolution, ergonomics, and price, and graphics engines (Unreal, Unity) facilitate the creation of realistic virtual environments.
• Network Infrastructure: The massive deployment of fiber optics and, especially, 5G (with its high capacity and low latency) eliminates historical bottlenecks for streaming high-quality immersive content.
• Advances in AI and Cloud/Edge Computing: AI automates complex production and personalization tasks, while Cloud and Edge Computing provide the necessary computing power and bring processing closer to the user to reduce latency.
• Shift in Consumer Habits: Familiarity with virtual environments (video games, social media) and the quest for unique experiences drive demand.

This TSAWhitepaper will explore in depth the technological ecosystem enabling these experiences, the devices allowing access to them, the transformative use cases, the emerging business models, the inherent challenges, and the strategic role TSA and Telefónica can play as catalysts in this immersive audiovisual revolution.

 

 

3.   The Technological Ecosystem of Immersion

Creating and distributing compelling immersive experiences requires a complex and highly integrated technology value chain. Below, we break down its key components:

3.1. Immersive Capture

The quality of the final experience critically depends on the quality of the initial capture.

• 180°/360° Cameras:
  • Resolution and Quality: Covering such a wide field of view demands very high resolutions (8K minimum for quality VR, trending towards 12K and beyond) to avoid the “screen door” effect (visible pixel grid) and maintain sharpness. Lens quality, dynamic range, and low-light performance are crucial.
  • 180° vs 360°:
    360° cameras (with multiple lenses) offer full immersion but may present stitching challenges (image blending) and require higher bandwidth. In contrast, 180° cameras—often equipped with two front-facing lenses for stereoscopic (3D) capture—deliver higher pixel density within the main field of view by concentrating the image resolution into a “half sphere” (instead of spreading it across a full 360° sphere). This also simplifies the workflow, making them ideal for events where the primary action occurs in front of the viewer (e.g., stage performances, sports).
  • Stereoscopy: Capturing with two slightly different viewpoints (one per eye) creates a much more realistic and engaging perception of depth in VR.
• Volumetric Capture:

Unlike flat 180°/360° video, volumetric capture generates a “volumetric video” that records the three-dimensional shape and texture of people and objects within a specialized volumetric capture space. This volumetric video can be inserted into virtual or augmented reality environments and allows the captured subject to be viewed from any angle—unlike traditional flat video.

• • Techniques: Photogrammetry (multiple photographs), depth sensors (LiDAR, ToF), and emerging AI-based techniques such as NeRFs (Neural Radiance Fields) and Gaussian Splatting, which learn to represent 3D scenes from 2D images with astonishing realism.
  • Applications: Creation of realistic avatars, holographic telepresence of characters in virtual reality environments, augmented reality, and virtual TV studios; real-time volumetric communications; and scene reconstruction for VR/AR.
• Spatial Audio: Auditory immersion is as important as visual immersion.
  • Capture Techniques: Ambisonics microphones (capture sound in 360°), microphone arrays, binaural microphones (simulate human hearing).
  • Rendering: Audio must dynamically adapt to the user’s head orientation (Head-Related Transfer Functions – HRTF) and can be object-based (Object-Based Audio, like Dolby Atmos) to position specific sounds in 3D space.

 

3.2. Processing and Encoding

Once captured, raw data must be processed and compressed efficiently.

• Real-Time Stitching:
  Merging the feeds from the multiple lenses of a 360° camera without visible artifacts and in real time (for live streaming) is computationally intensive. While some 360° cameras are capable of onboard stitching, higher-resolution formats and real-time requirements still demand the execution of sophisticated algorithms and the use of external hardware with dedicated GPUs.
• Immersive Video Formats:
  180°/360° video is typically projected in formats such as equirectangular (similar to a world map) or cubemap (six cube faces) for storage and transmission. However, each immersive VR headset on the market tends to process content differently. Some devices may include proprietary tools for processing recorded content, meaning the exact content adaptation pipeline may vary depending on the viewing device—especially in real-time transmission scenarios.
• Advanced Codecs:
  Compressing these high-resolution videos is essential. HEVC (H.265) is the current standard, but newer codecs like AV1 and VVC (H.266) provide significant improvements in efficiency—up to 50% less bitrate for the same quality—which is critical for delivering VR/AR over mobile networks.
• Viewport-Adaptive Streaming:
  To optimize bandwidth, only the portion of the 360° video that the user is currently viewing (viewport) is delivered in maximum quality, while the rest is streamed at lower resolution. This requires low latency and accurate prediction of head movement.

 

 

3.3. Network Infrastructure

The network is the highway connecting production to the viewer.

• Fiber Optics: Essential for high-capacity, low-latency fixed connections required in production, post-production, and core distribution.
• 5G: Revolutionizes mobile and fixed wireless access.
  • eMBB (Enhanced Mobile Broadband): Provides the high-speed connectivity required for 4K/8K VR streaming.
  • URLLC (Ultra-Reliable Low Latency Communications): Essential for real-time interactive applications in AR/MR.
  • Frequencies: mmWave (millimeter waves, >24GHz) delivers massive bandwidth (Gbps) but with shorter range, making it ideal for high-density environments like stadiums or urban centers where simultaneous multimedia consumption is intense. Sub-6GHz frequencies offer broader coverage with lower bandwidth.
  • Network Slicing: Enables the creation of virtual “slices” of the 5G network with reserved capabilities (bandwidth, latency, reliability) for specific services (e.g., ultra-low latency slice for AR in stadiums, high-capacity slice for VIP VR streaming).

3.4. Edge Computing

Bringing computation closer to the network edge is key.

• Low Latency: By processing data close to the user (e.g., at a 5G base station or a local data center), round-trip time (RTT) is minimized—crucial for interactivity and to prevent motion sickness in VR. The availability of an edge computing center and its associated low latency also enables offloading part of the graphical rendering from the VR headset to powerful edge servers, without compromising application performance or user experience.

• Use Cases: Rendering complex graphics for lightweight AR glasses, running AI algorithms for real-time recognition, efficient content distribution (Edge Caching).

3.5. Artificial Intelligence (AI) as a Catalyst

AI permeates the entire value chain, optimizing it and enabling new capabilities.

• Intelligent Production: Systems that automatically follow the main action, switch cameras, adjust focus, etc. (e.g., automated production of lower-tier sports).
• Content Analysis:
  • Recognition: Automatic identification of faces (players, celebrities), objects (like balls, player actions), sponsor logos, even detection of emotions or specific events (goals, baskets).
  • Summarization & Highlights: Automatic generation of summaries, best plays, stories for social media.
  • Metadata Enrichment: Automatic content tagging for easier search and archiving.
• Personalization: Adapting the experience (camera angles, displayed stats, advertising) based on user profile and preferences.
• Enhancement and Creation: Video super-resolution, noise reduction, and increasingly, Generative AI to create 3D assets, textures, virtual environments, and even video segments (e.g., Sora, Stable Video Diffusion) from descriptions or existing data, accelerating immersive content creation.
• 3D Reconstruction: Techniques such as NeRFs and Gaussian Splatting use AI to generate photorealistic 3D models from one or more 2D videos, providing an immersive representation of the action.

3.6. Platforms and Rendering Engines

The software that ties everything together and creates the final experience.

• Game Engines (Unreal Engine, Unity): Widely used to create interactive virtual environments, render 3D graphics in real-time, and build VR/AR applications. They offer sophisticated tools for lighting, physics, and animation.
• Cloud XR Platforms: Solutions allowing complex graphics rendering on the cloud or edge and streaming them to lightweight devices (headsets, mobiles), overcoming local hardware processing limitations (e.g., Nvidia CloudXR, Microsoft Azure Remote Rendering).

Illustration 1: Example of an end-to-end (E2E) architecture for real-time content generation and visualization—specifically for volumetric video—integrating low-latency fiber communications, edge computing, and graphic engines such as Unity and Unreal.

Illustration 2: Example of an end-to-end (E2E) architecture that includes the generation of immersive content, the use of edge computing to run AI algorithms for automated production, and the use of fiber and 5G infrastructure for both contribution and consumption phases.

 

 

4.   Display Devices: The Window to New Worlds

The hardware used by the viewer is the gateway to these new experiences. The market is buzzing, with rapid evolution and diversification.

4.1. Virtual Reality (VR) Headsets

These devices offer the deepest immersion by isolating the user from the real environment.

• Major Players and Ecosystems:
  • Meta: Current volume leader with its Quest line (Quest 2, Quest 3, Quest Pro), focusing on the consumer market and offering standalone (PC-free) and PC-connected experiences. Its application ecosystem is the most extensive.
  • Apple: Has entered the high-end market strongly with Vision Pro, positioning it as a Mixed Reality (MR) “spatial computer,” emphasizing productivity, premium entertainment, and seamless integration with its ecosystem. Its price point is high.
  • Sony: Focused on gaming with PlayStation VR2 (PSVR2), dependent on the PlayStation 5 console, offering high visual fidelity and advanced controllers.
  • Pico (owned by ByteDance): Direct competitor to Meta Quest in the standalone segment, with a strong presence in Asia and growing in Europe and more oriented to the professional and corporate market.
  • HTC (Vive): Pioneer in high-end PC-connected VR (Vive Pro, Vive Cosmos), now also exploring standalone and enterprise solutions (Vive XR Elite).
  • Others: HP (Reverb G2, focused on simulation), Valve (Index, popular among PC VR enthusiasts).
• Key Features and Trends:
  • Resolution & Display: Resolutions of 4K per eye or higher are increasingly sought after, as they are essential for moving users beyond the initial “wow” factor into sustained content consumption. Micro-OLED displays (as seen in the Vision Pro and PSVR2) offer deeper blacks and more vibrant colors. Pancake lenses enable thinner and lighter headset designs compared to traditional Fresnel lenses.
  • Field of View (FoV): A wider FoV (ideally >110°) increases the sense of immersion.
  • Refresh Rate: 90Hz is the minimum for comfort, 120Hz or more improves fluidity.
  • Tracking: Inside-Out (cameras on the headset) is now the standard for convenience, though Outside-In (external sensors) can offer higher precision. Hand and eye tracking allows for more natural interactions and optimizations like Foveated Rendering (rendering at full resolution only where the eye looks).
• Market and Projections: The VR market continues to grow, although perhaps at a more moderate pace than initially expected. Meta dominates volume, but Apple’s entry could revitalize interest and raise the technological bar. Sales estimates vary but are in the millions of units annually globally, with expectations of continued growth as prices drop and content improves. (Note: Include latest public data from analysts like IDC, Omdia, Statista here, citing source and date. Current data suggests [Insert brief summary of latest market data found during research]).

4.2. Augmented Reality (AR) and Mixed Reality (MR) Glasses

These devices aim to integrate digital elements into our view of the real world.

• Typologies and Players:
  • Enterprise/Industrial Focused AR Glasses: Microsoft HoloLens 2, Magic Leap 2, Vuzix Blades. Powerful but bulky and expensive, used in design, logistics, maintenance, medicine.
  • Lightweight Consumer AR Glasses: Nreal/XREAL Air, Ray-Ban Meta Smart Glasses (with limited AR features). Aim for a form factor similar to normal glasses, often acting as an external display for a smartphone.
  • MR Convergence: Devices like Meta Quest 3/Pro and Apple Vision Pro incorporate high-quality external cameras (passthrough) to display the real world on internal screens, allowing convincing overlay of virtual elements and blurring the line between VR and AR.
• Technologies and Challenges: The main challenge is the display. Waveguides are the dominant technology for projecting images onto transparent lenses, but achieving a wide FoV, good brightness (for outdoor use), low power consumption, and a discreet form factor remains extremely difficult. Battery life is another key challenge.
• Market: The enterprise AR market is more mature. The mass consumer market is still developing, awaiting the “definitive” device combining functionality, comfort, and attractive pricing. Standalone MR (Quest 3, Vision Pro) appears to be the most promising entry route in the short term.

4.3. Smartphones and Tablets

Remain the most accessible and widespread way to experience AR.

• Mobile AR: Thanks to platforms like ARKit (Apple) and ARCore (Google), billions of devices can offer sophisticated AR experiences using the phone’s camera, sensors, and processor. Ideal for product visualization, games, social filters, indoor navigation, and as an interactive second screen at events.
• Low-Cost VR Viewers: Cardboard (Google Cardboard) or plastic holders where a smartphone is inserted provide a basic VR experience for 180/360 video. An excellent entry point due to extremely low cost, although quality and interactivity are limited.

4.4. The Future of Display

Research continues to push toward increasingly integrated interfaces, such as smart contact lenses with embedded microdisplays or direct retinal projection systems—though these remain firmly in the realm of experimental or long-term developments.

In the shorter term, however, we are likely to see significant advancements in display resolution, particularly the mainstream adoption of 8K per eye headsets. Apple has already pioneered this direction, setting a new benchmark for immersive clarity and visual comfort.

Additionally, large-scale immersive installations—such as dome-like environments or LED arenas inspired by projects like The Sphere in Las Vegas—are beginning to influence how immersive media can be experienced in public spaces. These experiences, including recent conceptual discussions with Real Madrid for fan engagement, represent a convergence between immersive display technology and architectural design, expanding the possibilities of collective immersion beyond individual devices.

 

 

5.   Transforming the Viewer Experience: Use Cases

The real revolution lies not just in the technology, but in the new experiences it enables.

5.1. Live Sports

The sports sector is one of the most fertile grounds for immersive innovation.

• Immersive Remote Viewing (VR):
  • Best Seat Guaranteed: Virtually choose any seat in the stadium (stands, pitch-side, behind the goal) or even impossible positions (floating above the pitch) via 180/360 VR streaming.
  • Social Experience: Share that viewing in a virtual suite with friends or fans worldwide.
  • Exclusive Content: Access unique camera angles, immersive replays, pre/post-match interviews in VR.
• In-Stadium Augmented Reality:
  • Contextual Data: Point a phone/AR glasses at the pitch to see overlaid stats on players (speed, distance covered, heat map), tactical formations, shot success probability.
  • Navigation & Services: AR guidance to find seats, concessions, restrooms. Personalized geolocated offers.
  • Entertainment: AR mini-games during breaks, themed filters, virtual mascots.
• Advanced Interactive Platforms (Key Capabilities):
  • 3D Event Model: Real-time recreation of the match in an interactive 3D model, viewable in AR (on a table) or full screen. Allows user free camera control, switching perspectives (tactical, player, first-person). (Capabilities similar to those offered by partners like Immersiv.io, but developable or integrable by TSA/Telefónica).
  • Instant Multi-Angle Replays: Ability to select a play and review it from any viewpoint in the 3D model.
  • Data Integration: Advanced visualization of stats within the 3D model (ball trajectory, zone possession, etc.).
• Highlighted Anonymized PoC (Example based on ATM Experience):
  • Description: In collaboration with a major European football club, a proof-of-concept was implemented during official matches to offer a premium experience to VIP guests and press. 4K 360° cameras were installed in strategic locations (box level, players’ tunnel, goal line). The signal was transmitted via 5G and fiber to a nearby Edge processing center.
  • Experience: Users, using VR headsets and mobile devices, could access in real-time:
    • Low-latency 360° streaming from the various cameras.
    • A mobile AR app overlaying basic stats on the main broadcast feed.
    • Exclusive pre-recorded immersive videos (interviews, training).
  • Results/Learnings: The technical feasibility of 5G/Edge transmission for high-quality VR was validated. Challenges were identified in achieving perfect synchronization between the live event and the virtual experience, and the need for intuitive user interfaces. User feedback was very positive, highlighting the novelty and potential. This PoC laid the groundwork for future commercial “Infinite Stadium” and enhanced “Fan Experience” solutions.

5.2. Concerts and Cultural Events

Live music and other cultural events also benefit immensely.

• Virtual Presence: Attend a sold-out concert from home feeling like you’re in the front row, on stage with the band, or in a virtual VIP area. High-quality spatial audio is crucial here.
• Social Interaction: Share the experience with friends in a shared virtual environment, dancing together, commenting on the performance. Platforms like Fortnite or Roblox already explore massive virtual concerts.
• Hybrid Content: Events combining a physical audience with an interactive virtual audience, creating new forms of participation and global reach.

5.3. The “Extended Stadium”: Creating Experiences Beyond the Venue

This concept transforms any space into an immersive extension of the main event.

• Applications: Themed sports bars, VIP lounges in airports or shopping centers, fan zones during major tournaments, brand activations at corporate events, even smart public plazas.
• Key Technologies:
  • Impactful Visualization: Large-format panoramic LED screens, wraparound projections.
  • Advanced Immersive Audio: Sound systems capable of creating realistic soundscapes and directing audio precisely (simulating stadium acoustics, highlighting specific chants, etc.), achieving impact similar to venues like The Sphere but adapted to different scales.
  • Interactivity: Integration of second screens (mobile), polling, real-time stats, synchronized AR elements.
  • Synchronization: All content (video, audio, lighting, data) must be perfectly synchronized with the main event and across different “Extended Stadium” locations.

5.4. Digital Time Travel: Historical Reconstruction with AI

AI allows us not just to archive, but to relive iconic moments.

• Process: Using existing 2D video recordings (from multiple angles if possible) and additional data (stats, commentary), AI algorithms (NeRFs, Gaussian Splatting) can generate a navigable 3D representation of the scene.
• Hypothetical Case: 2010 World Cup Final (South Africa): Imagine freely exploring the pitch during Iniesta’s goal, seeing the play from the referee’s, goalkeeper’s, or a fan’s perspective in the stands, all digitally reconstructed with increasing realism.
• Applications: Creating immersive documentaries, educational experiences in museums, interactive sports archives for fans and analysts. A completely new way to preserve and experience history.

5.5. Other Sectors

Immersive potential extends across multiple fields:

• Training and Simulation: Realistic and safe training for surgeons, pilots, industrial technicians, firefighters, etc.
• Retail and E-commerce: 3D/AR product visualization before purchase, virtual try-ons, immersive showrooms.
• Tourism: Virtual visits to remote destinations, museums, historical sites.
• Enterprise Collaboration and Remote Support:
  More natural and interactive virtual meetings, collaborative design in shared 3D spaces (corporate “metaverse”), and the use of VR/AR equipment for remote support in diagnosing or performing maintenance on devices or machinery—or even during surgical procedures

 

 

6.   Monetization and Business Models in the Immersive Era

The adoption of immersive technologies opens a spectrum of new opportunities to generate revenue and value.

6.1. Direct-to-Consumer (D2C) Models

• Premium Subscriptions: Offering subscription tiers that include exclusive access to VR/AR broadcasts, additional camera angles, immersive on-demand content (documentaries, interviews).
• Immersive Pay-Per-View (PPV): Charging for access to specific events (major finals, exclusive concerts) in VR/AR format, positioning it as an ultra-high-quality experience.
• Microtransactions: Selling virtual goods (avatar clothing, decorations for shared virtual spaces), extra features (advanced stats, pro replay controls), or access to exclusive interactions (Q&A with players in VR).

6.2. Advertising and Sponsorship

• Native Formats: Non-intrusive advertising integration within the virtual environment (virtual billboards in stadiums, AR product placement, logos on interactive 3D elements).
• Virtual Sponsorships: Selling sponsorship rights for virtual elements (e.g., naming a virtual suite, sponsoring AR stats). Brands can create unique immersive activations.
• Immersive Branded Content: Creating sponsored VR/AR experiences (e.g., a virtual tour of a club’s facilities sponsored by a brand).

6.3. Data and Analytics

• User Insights: Tracking behavior in immersive environments (gaze direction, interactions, dwell time) provides valuable data for personalizing experiences and optimizing content.
• Betting Applications: Offering real-time data visualizations and odds integrated into the AR/VR experience can attract the sports betting segment.
• Indirect Monetization: Using aggregated and anonymized data to improve offerings, increase engagement, and thus enhance value for subscribers and advertisers.

6.4. Technology and Content Licensing

• White-Label Platforms: Offering clubs, leagues, or broadcasters a customizable technology platform to launch their own immersive experiences under their brand.
• Content Distribution: Selling distribution rights for original immersive content to other platforms or territories.

6.5. New B2B Services

• Corporate VIP Experiences: Exclusive packages for companies including access to virtual suites, premium data, and interactive experiences for clients or employees.
• Professional Tools: AR/VR solutions for advanced tactical analysis, player scouting, or training planning for sports clubs themselves.

The key to success will lie in experimenting with different models, understanding user preferences, and offering clear value that justifies the potential extra cost or technological barrier to entry.

 

 

7.   “The Unseen Side of Immersion”: Challenges and Hurdles

Despite the enormous potential, widespread adoption of immersive technologies faces significant obstacles that must be addressed.

7.1. Technical

• Bandwidth and Latency: It remains the main challenge, especially for high-quality mobile VR. Extremely robust networks are required for content generation (Fiber, 5G mmWave), particularly in real-time scenarios, along with constant optimizations (efficient codecs, adaptive streaming). Latency must be kept to a minimum (<20ms) to prevent motion sickness.
• Quality vs. Performance: Finding the balance between resolution, refresh rate, graphical complexity, and device processing power (especially standalone devices) is a constant challenge. Foveated rendering helps but isn’t a universal solution.
• Production Costs: Capturing, processing, and creating high-quality immersive content is significantly more expensive and complex than traditional 2D production. It requires specialized equipment, skilled personnel, and adapted workflows.
• Interoperability and Standards: Lack of universal standards across platforms and devices hinders the creation of content that works seamlessly across the ecosystem, fragmenting the market.
• Security: Protecting immersive content streams, platforms, and user data from unauthorized access and cyberattacks is fundamental.

7.2. Adoption and Market

• Device Cost: High-end VR/MR headsets (Vision Pro, Vive Pro) remain prohibitive for the average consumer. Although prices for devices like Meta Quest have decreased, they still represent a considerable investment.
• Ergonomics and Comfort: Weight, size, heat generation, and the need to wear headsets for extended periods can be uncomfortable. Motion sickness remains an issue for a portion of the population.
• Compelling Content (“Killer Apps”): Beyond the initial novelty, high-quality, unique content and experiences are needed to truly justify the hardware investment and user time. The offering is still maturing.
• Learning Curve: Navigating and interacting in virtual environments may require learning for users unfamiliar with video games or similar technology. Interfaces must be intuitive.
• Monetization and ROI: Demonstrating a clear return on investment for content creators and platforms remains a challenge, potentially slowing investment in new productions.

 

 

7.3. Ethical and Social

• Addiction and Isolation: The potential for total immersion can lead to excessive use and possible isolation from the real world if not managed properly.
• Data Privacy: Immersive devices can collect highly sensitive data, such as eye tracking, facial expressions, or biometric data, raising serious concerns about privacy and the use of this information.
• Identity and Behavior: Representation through avatars and interaction in virtual environments raises questions about digital identity, harassment, and ethical behavior in the metaverse.
• Digital Divide: High costs and technological requirements can exacerbate the digital divide, leaving behind those who cannot afford access to these new experiences.

Addressing these challenges requires a coordinated effort from technologists, content creators, regulators, and society at large to ensure the development of immersion is sustainable, inclusive, and ethical.

 

 

8.   The Role of TSA and Telefónica: Leading the Audiovisual Transformation

In this complex yet promising landscape, Telefónica Servicios Audiovisuales (TSA), as part of the Telefónica group, is uniquely positioned to lead and facilitate the adoption of immersive audiovisual experiences.

• Experience and Legacy: TSA has over three decades of experience in engineering, integration, and operation of audiovisual and broadcast systems, having worked with major broadcasters, production companies, and sports clubs nationally and internationally. This deep industry knowledge is fundamental to adapting new technologies to real market needs.
• Cutting-Edge Infrastructure: The Telefónica group owns and operates one of the most advanced fiber optic and 5G networks in Europe and Latin America, providing the high-capacity, low-latency connectivity essential for immersive experiences. The reach of this network, combined with Edge Computing capabilities, is a key competitive advantage.
• Comprehensive Technological Capabilities:
  • Production and Post-Production: Mastery of advanced workflows, including remote and IP-based production (ST 2110), and experience integrating advanced graphics (Unreal Engine).
  • Intelligent Content Management: The TSAmediaHUB platform manages the entire audiovisual content lifecycle, incorporating AI modules for cataloging, transcription, automatic summarization, and content analysis.
  • Cloud and Edge: Expertise in designing and implementing hybrid architectures combining Cloud flexibility with Edge Computing’s low latency for media applications.
  • Systems Integration: Proven ability to design and integrate complex “turnkey” audiovisual solutions in sports venues (like Civitas Metropolitano, Santiago Bernabéu), television production centers, and other demanding environments.
  • Cybersecurity: As part of Telefónica Tech, best practices and specific cybersecurity solutions are applied to protect media sector assets and workflows.
  • Next-Generation Networks: Telefónica is the first operator to launch 5G slicing services—dedicated bandwidth allocation essential for ensuring the performance of critical services in congested environments. Additionally, Telefónica holds the largest spectrum allocation in the 26 GHz (millimeter wave) 5G band, making it the only operator capable of offering private networks with massive bandwidth (Gbps) in high-demand multimedia production settings, such as football stadiums. Finally, Telefónica operates one of the most extensive and densely deployed fiber networks in the world, which is essential for delivering high-performance connectivity in bandwidth-intensive locations. This infrastructure also supports 5G coverage antennas (especially mmWave) and even mobile units for live events.
• Applied Innovation: TSA and Telefónica Innovation actively participate in R&D projects and have conducted pioneering proof-of-concept (POCs) validating the use of 5G, Edge Computing, and XR technologies for new experiences in sports and cultural events, gaining invaluable practical knowledge (see highlighted PoC in section 5.1).
• Collaboration and Ecosystem: We maintain close relationships with leading technology manufacturers and specialized partners in the immersive field, allowing us to offer the most suitable solutions for each need.
• End-to-End Approach: We accompany our clients throughout the entire process: from initial consulting and solution design, through equipment supply and integration, to commissioning, training, operation, and maintenance, ensuring project success.
• Global Reach: With a strong presence in Spain and Latin America, and the capability to undertake international projects (including the Middle East), we offer global support with local knowledge.

TSA/Telefónica is not just a technology provider, but a strategic partner capable of guiding companies in the audiovisual sector through their transition to the new immersive dimension.

 

 

9.   Future Vision: The Next 5-10 Years

The pace of innovation suggests a future where immersive experiences will be even more integrated, realistic, and intelligent.

• Device Convergence and Evolution: We will see XR headsets become increasingly lighter, more powerful, and affordable—potentially evolving into the primary computing and communication device for many users, seamlessly merging AR and VR. Two key capabilities will be essential in consolidating these services: the widespread adoption of 8K-per-eye resolution in VR headsets, and the broad implementation of pass-through systems, which use external cameras to display the real world through closed headsets. This is crucial for AR applications and industrial safety, enabling a de facto fusion between VR and AR functionality.
• Hyperrealism and Spatial Computing: Photorealism in VR/AR will become almost indistinguishable from reality thanks to advances in displays, computer graphics (real-time Ray Tracing), and 3D capture/reconstruction techniques (NeRFs, Gaussian Splatting, etc.). Spatial computing will enable much richer interaction with virtual and augmented environments.
• Ubiquitous Generative AI: AI will not only analyze content but create it on demand: personalized virtual environments, intelligent non-player characters (NPCs), summaries tailored to each user’s interest, instant dubbing and translation in immersive experiences.
• Natural Interaction: Physical controllers will give way to interactions based on hand gestures, eye tracking, and voice commands. Brain-Computer Interfaces (BCIs), although longer-term, could enable even more direct control.
• Persistent and Social Metaverse: Virtual worlds will become more persistent, interconnected, and social, allowing seamless shared experiences between the physical and digital worlds for work, leisure, and communication.
• New Narratives: New narrative languages and formats specifically designed for immersion will emerge, leveraging viewer interactivity and sense of presence.

This future will require continued investment in R&D, even more powerful network infrastructures (6G and beyond), and constant adaptation by the entire industry.

 

 

10.   Embracing the New Dimension

We stand at the threshold of a fundamental transformation in how audiovisual content is created, distributed, and experienced. Immersion, driven by a powerful technological convergence, ceases to be a futuristic promise and becomes a tangible reality with enormous disruptive potential. From reliving the excitement of a historic goal as if we were on the pitch, to attending a concert with friends on the other side of the world, the possibilities are only beginning to be explored.

For the media, entertainment, and sports industries, this represents a unique opportunity to differentiate, create new revenue streams, and forge deeper, more meaningful connections with their audiences. However, it also demands strategic vision, a willingness to experiment, and the selection of the right technology partners to navigate the inherent complexity of this transition.

TSA and Telefónica, with their unique combination of industry expertise, cutting-edge infrastructure, technological capability, and innovative drive, are ideally positioned to accompany companies on this journey. We offer not just technology, but a comprehensive and collaborative approach to turn the promise of immersion into real, sustainable value.

Ignoring this wave of change is not a viable option for those seeking to lead in the future of entertainment. Adapting, investing, and experimenting is crucial. The time to decide and act is now.

 

 

11.   Appendices

Glossary of Terms:

• 5G: Fifth generation of mobile networks. Its features of high capacity (eMBB), low latency and reliability (URLLC), along with Network Slicing, are fundamental for streaming and interactivity of high-quality immersive content (VR/AR).
• Edge Computing: Distributed computing architecture that processes data near the end-user or source. Minimizes latency (RTT), essential for interactivity in VR/AR, remote rendering, and real-time AI execution at the network edge.
• FoV (Field of View): Angular extent of the observable environment through an optical device. In VR/AR, a wide FoV (e.g., >110°) is crucial for a greater sense of immersion.
• LiDAR (Light Detection and Ranging): Technology based on depth sensors. Used as one technique for volumetric capture, allowing the recording of the three-dimensional shape of objects and scenes.
• NeRF (Neural Radiance Fields): AI technique that generates photorealistic, navigable 3D representations of a scene from 2D images. Used for volumetric capture and 3D reconstruction.
• Augmented Reality (AR): Technology that overlays digital information (graphics, text, data) onto the user’s view of the real world, typically via smartphones, tablets, or transparent glasses. Enhances reality without replacing it.
• Extended Reality (XR): Umbrella term encompassing the entire spectrum of technologies combining the real and virtual worlds, including VR, AR, and MR.
• Mixed Reality (MR): Advanced form of AR where virtual objects interact coherently with the real physical environment. Often achieved via headsets with passthrough cameras showing the outside world on internal screens.
• Virtual Reality (VR): Technology that fully immerses the user in a computer-generated digital environment, isolating them from the real world via an opaque headset or goggles. Can display 180°/360° video or 3D environments.
• Stitching: The process of combining images from multiple lenses (typical in 360° cameras) to create a single cohesive panoramic image. Real-time stitching is essential for live broadcasts.
• VVC (Versatile Video Coding / H.266): Advanced video codec (successor to HEVC/H.265) offering significantly higher compression efficiency. Essential for streaming high-resolution (8K+) immersive video over bandwidth-limited networks.