A well attended webinar with plenty of discussion around the use cases and business benefits of 5 which you can re-watch below:
Panellists discussed a variety of creative use cases including:
- Higher bandwidth and lower latency opens up more exciting content capabilities for the broadcast sector. Lower league games, theatre shows, music concert - content can be distributed more effectively to the consumer.
- Media & entertainment will drive 5G take-up.
- Remote production will support the distribution of more content more widely which is beneficial for teachers and students
- Imagination are working with the mobile network operators (Telstra and Vodafone) delivering installations to showcase the 5G benefits to the consumer with the sports and creative sector
- OEM’s are still launching phones, and marketing briefs are still being actioned. Rory referenced the Vodafone Coventry/London haptic rugby tackle in real time. Experiences are happening, but the shift is moving from possibility to 5G in action
- All 5G rollouts are focused on enhanced mobile broadband which brings benefits to stadiums as soon as they are covered because more of the fans can get a great connection with more bandwidth
- Contribution side: BT Sport are working on distributed broadcasting whereby the mixers and engineers are working remotely.
- Distribution side; full immersive experiences both in and outside of the stadium incorporating wearables so that consumers can enjoy more of the on-pitch action.
Research & Development
- Ian highlights the importance of collaboration - a snapshot below. There’s a lot happening!
- Standards development
- Testbed research (e.g. 5G RuralFirst)
- Sprint testworks (e.g. smaller scale deployments)
The challenge is the spectrum used for production, some of it is under threat from the rollout of 5G, so the BBC R&D are reviewing alternative technologies with the help of partnership.
- Immersionn’s clients are in the high tech sector, so they’ve been reviewing current website that run on 4G and pivoted this into a novel digital experience, the ‘Web Twin’ that is 5G ready.
The marketing landscape is craving more use cases to better highlight business benefits of 5G. Rory explains that it’s important to keep an eye on all the key marketplace shifts - what else is happening in the content creation space, real-time engines, AI and so on? Because without this understanding, it will be difficult to effectively leverage 5G.
Brands want better, personalised storytelling and making their messages interactive will no doubt require investment into 5G.
From a production perspective: There are a number of business models developing. One is removing the need for a satellite truck when the filming location is not served by fibre. In that scenario you would get you the added benefit of untethered cameras and new creative filming opportunities. A slide from Matt's presentation below.
Time to ditch the sim card that only works on one network? YES. An interesting approach discussed by the panel.
The business opportunity for 5G in the creative industries requires innovation so clearly, it is served with a portion of risk.
Excitement Vs Hype
Positivity and excitement outweighs the hype as reflected in the panellists closing remarks:
- Ian: Content is king. If we don't create new types of content, delivering it to our consumers in new ways... we’re not doing our jobs properly. 5G will be the enabler for content creation through to distribution.
- Matt: The new things we learn by doing proof of concepts is really exciting. The 5G remote production trial for example - the creative opportunities it afforded us meant we could update our roadmap for the better. I’m excited about the stuff we don’t know yet
- Alexandra: Connecting people with new creative experiences. That’s exciting.
- Claire: 5G will be able to be used to solve some immediate challenges in society. The potential power it has to innovate in various industries will be invaluable.
Alex Connock sums up:
When we held a similar event to this at the National Gallery (view event on YouTube) and focussed specifically on the museums and galleries sector, we had - like today - a surprisingly strong turnout. What’s clear from that day and this discussion is that 5G, with the radically transformed capacity that it offers, is starting to capture the imagination at a practical level of people working across the economically-pivotal creative industries sector in the UK. That’s to be both celebrated and curated.
What’s perhaps also true - and this too has come out on the panel today - is that people are not just looking at an uplift of existing content by better delivery methods. The same content but faster, in other words. On the contrary, whole new fields of experience are being opened up - combining real time, real world activity with AR/VR, combining people in shared experience. 5G is going to offer a fascinating toolbox for creatives in years to come.
And finally, we’ve seen some real practical opportunities. The ability, for instance, to make smaller sports or niche music events into live shows because of the lower cost of filming and transmission. As we go through a potential recession, that cost-efficiency could be a real advantage for everyone from smaller music festivals to lower leagues football clubs.
It’s all to play for.