SHOW REVIEW ISE 2020
All things bright and watchable
ISE saw exhibitors braving storms and viruses to display the latest
technology. By Elliot Mulley-Goodbarne
The terms ‘audio’ and ‘visual’
are naturally ambiguous terms,
as demonstrated by the 15
halls needed to house over 1,000
exhibitors at the RAI Amsterdam
convention centre for ISE 2020
(Integrated Systems Europe).
From the collaboration platforms
of Teams, Zoom and BlueJeans to the
capability to record, compress and
distribute content in 8K, the audiovisual
sector is one that is continuing
to grow strongly. One clear trend this
year is that resolution is being pushed
throughout the industry.
This was exempli ed by the release
of the latest Samsung devices which
have the capacity to record in 8K
resolution, and with content so easy
to create, the conversation is now
focussed on how to consume it.
Christie, a visual display
manufacturer, demonstrated
projection mapping technology
intended to ensure that an image
stays in the area in which it was
intended to be seen with applications
in immersive content or in museums
and art galleries.
The company was also showing off
a new LED wall that had less than one
millimetre between pixels, a metric
also known as pixel pitch. However,
Senior EMEA Channel development
manager Miles Donovan said that LED
and projection do not necessarily play
in the same area.
“The market is constantly changing.
We know projection has its space and
it’s the best display technology for a
number of applications; but not all of
them.
“In places like smaller boardrooms,
people might want a at panel. It’s
going to be a lower cost acquisition
at the outset and actually, for the size
you might need a screen,
it’s easier to interface and work with.
“The unique thing about LED is
it’s brightness. You can have an LED
wall in areas where there is a lot
of ambient light. Projection wouldn’t
typically be able to create that type
of display where you would need
super brightness, for example in
auditoriums.”
Typically, due to these limitations,
projection has not found a home
in well-lit areas. However, with
the invention of laser projection
technology, it is possible to push
brightness up to 50,000 lumens
almost removing its limitations.
With this ability, Epson corporate
PR manager Bruno Rost, said that
users would be more interested in
experiencing projected content, a
trend that retailers are taking note of.
“We have done some EMEA-wide
research of 10,000 consumers
across 26 countries, asking them
about their awareness and response
to digital immersive technologies
such as projection, virtual reality,
holograms, even large at screens
at live events or attractions, retailers
and hospitality and got some really
interesting ndings.
“Generally, people want to have
immersive digital technologies
to engage with, they don’t want
to watch anymore, they want to
participate.”
Epson had a demonstration
of their technology, comprised of
eight EB-L20000U laser installation
projectors, an 8-metre turntable and
a huge box, and used projection
mapping software to create a 3D video
on the box at any angle.
“Our research shows 80% of
millennials and Gen Xers would be
happy to change their shopping
behaviour and go into stores if there
were more engaging experiences.
“It’s de nitely something that
retailers can embrace. We’re working
with some of the major retailers like
IKEA, who are piloting the use of
projection that really enhances the
consumer’s purchasing experience.
“For instance, if you’re buying a
sofa you can see how projection can
create different patterns you might
want to be interested in purchasing.”
Getting ahead of the game
Panasonic used this year’s show
to demonstrate its capabilities to
record, process, mix and produce an
eSports event - eSports (also known
as electronic sports or e-sports) is a
form of sport competition using video
games.
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