APRIL 202019ROLE OF DIGITIZATION IN MEDIA AND ENTERTAINMENT INDUSTRYJust a few days ago, Niantic and Warner Bros announced that they're working on Harry Potter: Wizards Unite, a location-based, augmented reality game that will have Potter fans go around the real world to learn spells and battle magical creatures. For Potter fans, the news is awesome sauce and on a personal level, I believe it might be the next BIG thing after Pokémon Go­ the AR game that changed the face of gaming last year. Remember fans staring down their phones shambling around to catch a new Pokémon? It's the perfect amalgamation of the real and virtual realms. In fact, recently even Apple's new operating system enables the phone's camera to become the interface through which you can view the world to let the real and digital be merged. Then, there are software to merge live action footage with digital visual effects and audio innovation that has revolutionized the way audiences enjoy entertainment across the globe. Even tracking professionals throughout the VFX industry is easy-peasy and honestly, the possibilities are endless.There is no denying that augmented reality is the way forward and that every element of social, economic and geo-political spheres are accelerating towards this digital rage. It's amazing to see how the hitherto channels of communication - traditional and native - are metamorphosing into the new age digital era. It is a progression the world is witnessing not by choice but by compulsion; then again, no one's complaining. In India, the unprecedented growth in connectivity, data and broadband has accelerated our tran-sition to becoming a knowledge economy. This in turn has fueled op-portunities in various related indus-tries in media and entertainment. Backed by the rising consumer de-mand and improving advertising revenues, there is now a whole new world of possibilities for people to express their ideas and share their stories in more exciting, creative, and persuasive ways. Products like 3D Equalizers, Autodesk, BorisFX are ahead of their times in developing 3D designs and entertainment soft-ware with great visual effects and excellent video editing solutions. Digitization has transformed the ex-perience of watching movies in 3D, 4D and 5D with high definition pic-tures and sharper sound. Our modes of entertainment have shifted from Radios, Fms, Walkmans and Stereos to apps like Shazam, and Apple Mu-sic, which have personalized user experience with curated playlists. Digitization is converging all your needs to one place and creating a singular hub through interactive data communication.Rishi is an Avid enthusiast who has spear-headed interesting initiatives like starting India's first design championship for studentsBy Rishi Khemka, Chief Enjoyment Officer (CEO), ARK Infosolutions/ MindBox IndiaRishi KhemkaCXO INSIGHTS
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