The “Cluster Audiovisual de Catalunya” presents the report “L’audiovisual augmentat”

This week we attended the event organized by the “Clúster Audiovisual de Catalunya” at the UPF auditorium in Barcelona, where the Switch report “L’audiovisual augmentat” was presented. This report is based on the three main trends of the audiovisual change currently taking place.

What are the three trends of the audiovisual change?

Artificial Intelligence

The report discusses the impact of artificial intelligence on audiovisual projects, as it is undoubtedly one of the most prominent trends in the current audiovisual landscape. AI is transforming the way audiovisual content is created, produced, distributed, and consumed.

One of the ways AI is changing the audiovisual industry is through task automation, such as audio and video transcription, content classification, and video editing, which saves valuable time and resources for content creators.

Additionally, AI is also improving the quality of audiovisual content. AI algorithms can analyze content and make suggestions to enhance quality, such as noise removal and lighting improvement. AI can also be used to create computer-generated content, such as graphics and animations, providing new ways to visualize and communicate information.

AI is also transforming the way audiovisual content is distributed and consumed. Streaming platforms use AI to personalize the viewing experience for users by recommending content that aligns with their interests and viewing behaviors.

In summary, this trend is revolutionizing the audiovisual landscape, and industry professionals need to be prepared to adapt and leverage the opportunities that AI can offer.

Immersive Audiovisual

The metaverse, virtual reality, and augmented reality are technologies that are also transforming the audiovisual sector and, therefore, have a prominent role in the report.

The metaverse is a term that refers to an online virtual world where people can interact in real-time in a shared space. This technology is increasingly being used in the audiovisual industry to create immersive and collaborative online experiences. For example, virtual online events and live broadcasts in the metaverse allow users to attend concerts, conferences, and other events without leaving their homes.
Virtual Reality (VR) is a technology that allows users to immerse themselves in a computer-generated virtual world. VR is increasingly used in the audiovisual industry to create immersive and engaging experiences, such as movies, games, and educational videos. VR is also used in training and simulation, allowing users to practice skills and scenarios in a safe and controlled environment.

Augmented Reality (AR) is a technology that allows virtual elements to be overlaid on the real world through a mobile device or AR device. AR is increasingly being used in the audiovisual industry to create interactive and educational experiences, such as mobile applications that allow users to explore museums or historical cities.

In summary, the metaverse, virtual reality, and augmented reality are also key technologies in the transformation of the audiovisual landscape, as they offer new ways to create immersive and collaborative online experiences and to create interactive and educational content. Audiovisual industry professionals need to be prepared to adapt and leverage the opportunities provided by these technologies.


Web3 is another key trend in the audiovisual change. It refers to the third generation of the World Wide Web, which focuses on decentralization, privacy, and user ownership of data, opening new opportunities for companies in the audiovisual sector.

Web3 uses technologies such as blockchain and smart contracts to enable the creation and exchange of content and services without intermediaries. This means that users have greater control over their privacy and data, and content creators can receive fairer compensation for their work, while also reducing costs for end consumers.

Additionally, Web3 allows the creation of stronger and more collaborative online communities. Users can participate in the creation and development of projects and can receive rewards for their contributions through cryptographic tokens and other incentives.
In conclusion, the combination of these three trends is generating new paths and outcomes, resulting from technology and creativity, that will be key to evolving and meeting the new challenges that lie ahead in the audiovisual sector.

The report, based on local and global references, analyzes the transformation of the audiovisual landscape driven by the mentioned new technologies. Although it may not include some of the most recent developments, this report serves as a good foundation for understanding and delving into the digital trends that are shaping the future of this field.

During the event, there was also a panel discussion that addressed the topic of human creativity vs. artificial creativity, aiming to define the boundaries for using and finding the right balance to stay aligned with goals and achieve coherent results.

In conclusion, as stated by the president of the “Clúster Audiovisual de Catalunya” (Miquel Rutllant), “augmented audiovisual” will translate into a positive impact on the sector’s business models, generating new opportunities that, in turn, will encourage companies to be more innovative and competitive.

At Watchity, we also embrace AI, and currently, we are developing an R&D project funded by the CDTI (Center for Technological and Industrial Development) with the goal of creating an autonomous AI-based live audiovisual production system.

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