CTA Working Group: Delivering Leadership and Innovation
– Mark Turner

28 December 2016

  • To support the growth of the rising categories of VR, AR, and mixed reality, the Consumer Technology Association (CTA) has formed a Working Group dedicated to providing leadership for all deliverables.
  • One of the first projects to come out of the CTA Working Group on VR/AR is a glossary of definitions related to immersive technology, designed to be used in consumer messaging by the whole ecosystem.
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  • To support the growth of the rising categories of VR, AR, and mixed reality, the Consumer Technology Association (CTA) has formed a Working Group dedicated to providing leadership for all deliverables.
  • One of the first projects to come out of the CTA Working Group on VR/AR is a glossary of definitions related to immersive technology, designed to be used in consumer messaging by the whole ecosystem.

The curtain on the global stage for innovation is about to go up on CES® 2017 in Las Vegas in January. This year’s agenda illustrates the accelerating pace at which new immersive media offerings such as virtual reality, augmented reality, and mixed reality are entering the market. To support the growth of this rising category of technology, the Consumer Technology Association (CTA)TM has formed a working group dedicated to providing ecosystem-wide leadership as new immersive experiences are created and delivered to consumers worldwide.

“New devices, content, and services are coming on to the market rapidly,” explains Technicolor’s Mark Turner, who has been appointed Chair of the CTA Working Group on Virtual Reality and Augmented Reality. “In recognition of that, CTA formed a working group to look at the key trends that are happening and explore how to advance the industry by putting a diverse set of subject matter experts in the same room to sort things out,” says Turner.

The CTA Working Group on VR/AR is represented by companies operating across a range of disciplines – from content creators, service providers, and distributers, to headset manufacturers and platform operators.

“We are bringing the whole VR/AR ecosystem together to share perspectives on how best to introduce these experiences to consumers and provide the industry with one voice for developing this technology. We want to help get great content and services into the market. We want to help people to find this content and enjoy it,” Turner says.

One of the first deliverables to come out of the CTA Working Group on VR/AR is a glossary of definitions related to immersive technology, designed to be used in consumer messaging by the whole ecosystem.

“This new technology is yielding a new vocabulary, so the working group has developed an agreed-upon set of terms to help avoid confusion as the value-chain works together to offer consumers exciting new experiences,”  explains Turner.

From Technicolor’s perspective, there are applications beyond entertainment for VR, AR, and other related technologies that are important. Immersive media can be harnessed to enhance productivity, address important medical challenges, and enhance architecture and design. And that’s only the beginning of what’s possible.

“The opportunities around immersive technologies are truly endless. That is why this market is so important to Technicolor and our partners across the content creation, distribution, and consumption value-chain. All elements of the ecosystem need to be in sync,” says Turner.

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