i3 - January/February 2019 - 33

& TECHNOLOGY

BY GARY ARLEN

"There is so much knowledge about who's watching what and
the ability to create diverse programming," Chupka says. "All
of this data and analytics are becoming more and more important to understanding audiences."
This year, Sports Zone - a popular component of CES in
recent years - has been moved to C Space, because it's "such
an important tie-in," Chupka explains. Chupka also notes the
staying power of television sets despite the boom in alternative
viewing devices helped the event's numbers.
"At one point, everyone thought the TV set would become a
dumb device, yet TVs have become smarter," Chupka says.
"TVs are still a huge part of our everyday lives. While we have
all these great technologies being built into things we never
thought of, at the end of the day, people are still using TVs,
albeit interfacing with them in different ways."

ANSWERING QUESTIONS

In today's era of rapidly shifting technology and ways to engage
audiences, much of the C Space agenda is focused on identifying
the key questions that are confronting both the creative and
technical communities, such as:
● What if the entertainment and marketing industries could alter
the way people experience stories and culture?
● How can marketing narratives offer a customized experience
that bonds consumers to products?
● What if a brand could become a platform for its audience to have
their own adventures and create their own stories?
● Can virtual reality be used to connect with audiences globally?
● How will artificial intelligence curate content and inform
marketing decisions?

credit

● What's the outlook for augmented reality as a way for consumers to customize their shopping experiences?

C TA . t e c h / i 3

JANUARY/FEBRUARY 2019

33



https://www.cta.tech/

i3 - January/February 2019

Table of Contents for the Digital Edition of i3 - January/February 2019

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