Lotte Homeshopping Launches Industry's Largest Media Wall... Introduces Eco-Friendly Digital Studio

Lotte Homeshopping has introduced the industry's largest media wall in its broadcasting studio to expand immersive content.

[Asia Economy Reporter Yuri Kim] Lotte Homeshopping announced on the 16th that it has introduced the industry's largest media wall in its broadcasting studio to expand immersive content. It is also accelerating the establishment of an eco-friendly digital broadcasting environment by replacing existing halogen lights with LEDs.

As part of its 'digital transformation' initiative to drive innovation across its business using digital technology, Lotte Homeshopping is providing differentiated broadcast visuals by applying virtual reality (VR) and augmented reality (AR) technologies to live broadcast screens. Last month, it installed the industry's largest LED screen media wall measuring 22 meters wide and 3.6 meters high in its broadcasting studio, and applied extended reality (XR) technology using the 'Unreal Engine' to render virtual graphics in real time on camera footage, delivering highly immersive sales broadcasts.

When selling fashion products, it enhances vividness by replicating actual store screens, and in broadcasts of intangible products such as travel and insurance, it focuses on improving customers' understanding of products by utilizing various videos including local footage and product information. The media wall allows multiple background changes during broadcasts, enabling effective screen production tailored to different situations.

The introduction of the media wall reduces costs related to separate set installation, dismantling, and storage for broadcast program production, as well as waste. Lotte Homeshopping expects that the annual set production costs will decrease by more than 10% due to the media wall installation. By replacing 80% of the studio lighting with LEDs, it has reduced electricity consumption by 45% and carbon emissions by 50%, and plans to replace all lighting with LEDs within this year to establish a low-power, eco-friendly broadcasting environment.

Lee Jae-geol, head of Lotte Homeshopping's Tech&Art division, said, "As non-face-to-face shopping becomes routine, we are striving to provide a differentiated shopping experience through immersive broadcast visuals using digital technology. We will continue to lead the application of advanced digital technologies in broadcast production to offer unique and vivid broadcasts, and also practice ESG (environmental, social, and governance) management."

This content was produced with the assistance of AI translation services.