Pixotope powers LED wall for Consumer Rights gala
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Broadcast live on 15 March, the two-hour slot was dedicated to “informing consumers of consumer habits and business practices from major brands”. Great Wheel, a production company working within China Central Television (CCTV), designed and implemented the live graphics using Pixtope’s engine.
Since early 2020, China Central Television has been rapidly expanding its virtual production capabilities for its programme delivery, with Pixotope becoming the station’s primary virtual production solution for a range of AR projects.
Traditionally, CCTV opted to build real-world sets for its Consumer Day television broadcast, but the studio found it could significantly improve both the quality and flexibility of its productions after choosing to install an LED wall. The variation of content and mood in the Consumer Rights Day’s show means physical sets restrict the TV station’s options when conducting a live broadcast. But with Pixtope driving live graphics on an LED wall, the range of diverse content could be catered for effectively, and in real-time, with appropriate imagery and graphics.
Pixotope has established a strong working relationship with CCTV and the production companies it engages with. The company’s team of experts assisted in the setup every step of the way.
David Stroud, chief product officer from Pixotope, comments: “We’re continually developing Pixotope’s features, but seeing the technology used to such great effect on live TV at this stage is incredible. Great Wheel is one of our earliest customers, using Pixotope for a range of high profile TV and Live event projects since 2019.
“Great Wheel’s projects have helped us improve the technology by providing real-world case studies and outstanding feedback - all of which are opportunities for us to analyse and develop - we can’t wait to see what Great Wheel and CCTV produce next with Pixotope.”
CCTV studio’s curved LED wall is 50m long and 10m high, covering the entire floor with a half-circle with a diameter of 30m. To power the live broadcast graphics and achieve a large-scale set extension for the CCTV broadcast, CCTV used as many as four Pixotope engines at one time. Throughout the broadcast, the presenters were surrounded by the LED screens, which displayed logos, CG graphics, and animation.
