After its recent launch of an innovation centre in Hyderabad, ZEE Entertainment Enterprises Limited is set to roll out its expansion plans globally with centres in UK and USA.
The initiative was setup to give Fortune 500 companies first access to a transformative technology called 5S (Five Senses) that empowers content creators to craft media using all five human senses, according to Television Post.
Talking to the online portal, Essel Group CEO for International Business Amit Goenka said, “What we have today is a flat media world. Whether it’s watching Netflix or YouTube, it’s just two-dimensional video and audio.”
He added, “Imagine devices that not only capture visual and audio but also the smell of flowers in a field, the feeling of wind, the taste of just-picked strawberries. And then play it back to consumers. That’s 5S technology, and it’s the future of media.”
The report adds that the first phase of the project is geared towards industry partners, including content creators, brands, media companies, telecommunications companies, hardware manufacturers and even educational institutions. The goal: working closely with industry partners to explore and harness the platform’s myriad tools and possibilities for the sake of powerful results.
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