TRANSMIXR – Ignite the Immersive Media Sector by Enabling New Narrative Visions

12 October 2022

TRANSMIXR, a new Horizon Europe project led by the Technological University of the Shannon (TUS) has announced funding of 9 million euros. TRANSMIXR is a three-year project and will be led by Dr Niall Murray of TUS and investigator in the SFI ADAPT Centre.

With the maturity of eXtended Reality (XR) and Artificial Intelligence (AI) technologies, a unique window of opportunity for the European Creative and Cultural Sector (CCS) exists to reimagine digital co-creation, interaction and engagement possibilities. The TRANSMIXR platform will provide (i) a distributed XR Creation Environment that supports remote collaboration practices, and (ii) an XR Media Experience Environment for the delivery and consumption of evocative and immersive media experiences. Ground-breaking AI techniques for the understanding and processing of complex media content will enable the reuse of heterogeneous assets across immersive content delivery platforms. Using the Living Labs methodology, TRANSMIXR will develop and evaluate four pilots that bring the vision of future media experiences to life in four important CCS domains: news media, broadcasting, performing arts, and cultural heritage.

Speaking about TRANSMIXR, Dr. Niall Murray, said: “TRANSMIXR is a very exciting project that will create a suite of user centric technologies to support the creation, consumption and understanding of new media experiences in distributed, collaborative and immersive ways. Underpinned by the convergence of AI and XR, the design of these new systems will be informed by and be evaluated with real end users. A key strength of the TRANSMIXR consortium is its interdisciplinary nature, bringing complimentary technical, methodological and domain expertise together to create impactful solutions for the creative and culture sectors.”

The consortium brings together leading universities and research centres: Technological University of the Shannon: Midlands Midwest (Ireland), Centrum Wiskunde & Informatica (CWI, Netherlands), Modul Technology GmbH (Austria), Trinity College Dublin (Ireland), Ethniko Kentro Erevnas Kai Technologikis Anaptyxis (CERTH, Greece), and Lucerne University of Applied Sciences and Arts (Switzerland) blend theoretical and applied AI and XR R&D expertise. Vrije Universiteit Brussel (Belgium) are leading the efforts with respect to user centred design. Furthermore, industry partners Intel Germany GmbH (Germany), VRAI (Ireland), Khora APS (Denmark), Immersion (France) and webLyzard technology (Austria) bring technical expertise and reflect the interests of commercial organisations. Finally, media practitioners from the different TRANSMIX CCS domains will ensure the developed technologies are grounded on real industry needs. The partners include Agence France-Presse (AFP, France), RTV Slovenia (Slovenia), Netherlands Institute for Sound & Vision (Netherlands), Baltic Film & Creative Tech Cluster (Lithuania), European Broadcasting Union (AISBL EBU-UER, Belgium), Sparknews (France) and Satore Studio (Portugal).

The TRANSMIXR project will hold its kickoff meeting 25th and 26th October in Athlone, Ireland. The participating partners are currently recruiting across a wide range of expertise in the fields related to the project. Further information is available on the project website and social media channels (Twitter and LinkedIn).