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https://www.panoramaaudiovisual.com/en/2020/02/11/catalunya-radio-primera-emision-publicidad-3d-inmersiva/

Catalunya Ràdio will premiere the first immersive 3D advertising broadcast

On World Radio Day, Catalunya Ràdio listeners will be the first to experience an immersive advertising spot in a pioneering initiative in Europe.

Immersive audio

The Catalan Corporation for Audiovisual Media (CCMA) will offer the first broadcast of 3D advertising to the listeners of Catalonia Radio, which, by putting on headphones, you can feel an immersive audio experience. It will be within the framework of World Radio Day, in which the public broadcaster is committed to placing the audience at the center of all special programming that promises to experience the sensation of being at the center of the action of an immersive sound reality.

This new immersive format will premiere on Thursday, February 13, on Catalunya Ràdio with advertising from the Sant Aniol bottled water company. The broadcast of the spot will be preceded by a mask that will inform the audience to put on the headphones to enjoy an immersive experience, in this case, "feel the water like you have never felt it, feel the water 'inside you'." In this way, Sant Aniol and Catalunya Ràdio will celebrate World Radio Day by offering a pioneering experience which represents an important qualitative advertising leap for the public broadcaster, a benchmark in digital innovation.

Innovation from the script

The script of the immersive radio piece multiplies the possibilities of content creativity. Unlike how stories have been scripted until now, the new immersive audio format introduces and allows you to play with aspects such as space, the location of the characters and elements of this space, and the movements of these elements.

In the world of advertising, it represents a great leap in radio communication, since brands will be able to connect with their audiences in a new and surprising way through emotion and experiences.

The production of this first advertising format with immersive 3D sound, also called binaural, has been developed in Barcelona by the team at Eurecat Technological Center, which has patented the technology Swear, which allows you to create and experience 3D audio content with headphones or speaker installations.

By, Feb 11, 2020, Section:Audio, Radio

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