Editor’s Note: Welcome to the first edition of XR Exec Talks where the LAVNCH [CODE] team will explore all things extended reality with trend-setting manufacturers.

Name: Ritchie Argue

Title: Product Manager of Virtual Production and Extended Reality

Company: Planar

LAVNCH [CODE]: We know your title, but what do you actually do at Planar?

RITCHIE ARGUE: I’m focused on developing the virtual production (VP) and extended reality (XR) roadmaps for Planar. This includes adapting our existing product portfolio to meet these demanding applications and building organizational expertise that leverages Planar’s widespread distribution and service networks.

LAVNCH [CODE]: In your opinion, what is the most exciting thing about extended reality?

RA: XR is pushing the boundaries of many different technologies at once and forcing novel integrations between formerly disparate products across game engines, user interface/user experience, image processing, and display technologies, to name a few. Still an emerging technology, VP and XR are complicated and expensive. We announced the launch of Planar Studios in June, an initiative combining the advanced technologies, industry partnerships, and personnel customers need to create realistic on-screen content in VP and XR. Planar Studios aims to help make VP and XR solutions more accessible, streamlined, and repeatable. I’m excited to help push the cutting-edge technology into Planar’s mainstream products in our respective domains.

LAVNCH [CODE]: Where do you see the XR market heading in the next year?

RA: I see the fidelity and capabilities of existing XR solutions continuing to improve as technology starts to intentionally address this market, as well as new applications in interactive live sports and news replay, esports, and gaming.

As XR advances and adoption increases, we’ll start to see simpler techniques and more accessible solutions. This means we can also expect new applications to emerge in markets that extend beyond film production and broadcast, such as corporate. VP and XR techniques are introducing new and innovative ways for organizations to present more compelling data and engage audiences like never before.

LAVNCH [CODE]: What new XR products and services are on the horizon for Planar?

RA: In June, we introduced the new Planar CarbonLight VX Series, a line of lightweight LED display solutions supporting indoor fine pitch LED video wall, ceiling, and flooring installations to offer the deployment versatility today’s VP and XR applications need. Through the Planar Studios initiative, we continue to work with leading VP and XR professionals to innovate Planar’s successful in-camera LED displays to more closely meet customer demand.

Recent LED display technology advancements are delivering the finest pixel pitches, color uniformity, and high brightness for truly unprecedented viewing experiences. This is revolutionizing the way creative and technical professionals are bringing incredibly realistic content to life. As a global leader in fine pixel pitch LED, we’re excited to be working on next-generation technologies that will help improve off-axis performance and unlock the future of VP and XR.

In addition, with our sister company NaturalPoint, we are planning increased integration between display technology and object and motion tracking. NaturalPoint creates the OptiTrack family of motion-capture software and high-speed cameras. Successful studio implementation requires an array of hardware, software and other services. Between Planar’s expertise in LED display technology and NaturalPoint’s industry-leading motion capture system, we’re contributing some of the most critical components of today’s VP studios.

We’re also participating in a growing number of industry organizations that are focused on improved in-camera color reproduction, third party integrations, and XR.

LAVNCH [CODE]: Anything else you’d like to add?

RA: We’ve got our work cut out for us to continue to make cutting-edge technology that enables the creators to realize their big dreams; I’m looking forward to seeing what they produce!