{"id":488026,"date":"2026-10-15T23:11:43","date_gmt":"2026-10-15T20:11:43","guid":{"rendered":"https:\/\/mediatrade.fi\/research-and-development\/"},"modified":"2026-10-28T01:31:48","modified_gmt":"2026-10-27T23:31:48","slug":"research-and-development","status":"publish","type":"page","link":"https:\/\/mediatrade.fi\/en\/research-and-development\/","title":{"rendered":"Research and development"},"content":{"rendered":"
\n\t\t
\n\t\t\t\t

R&D<\/p>\t\t

Research and development<\/h1>\n\t\t

Mediatrade takes part in research projects that develop virtual production methods together with research institutions and industry companies.<\/p>\t\t\t\t\t<\/div>\n\t\t<\/header>\n

\n\t
\n\t\t

NOVIPRO – AI-assisted quality analysis in virtual production<\/h2>

We are researching how AI can help combine the physical and virtual worlds into a seamless whole.<\/strong><\/p>

In virtual production, physical environments and digitally generated content come together in the same camera image. A convincing result requires precise alignment of lighting, materials, LED walls, camera settings and colour management. Even small deviations can reduce the realism of the image and cause significant manual adjustment work.<\/p>

The NOVIPRO research project explores how AI and camera-image-based analysis could be used to detect, understand and correct these deviations.<\/strong><\/p>

Mediatrade’s research focuses on whether AI can detect and locate visual differences between physical and digital elements directly from the camera image. Through controlled experiments, systematic data collection and tests in production environments, we are studying methods for identifying the technical root causes of these deviations.<\/p>

The aim of the research is to find out whether AI-assisted analysis can significantly reduce the time spent on technical troubleshooting and optimisation, and improve the efficiency and consistency of virtual and hybrid productions.<\/p>

Research collaboration<\/h3>

NOVIPRO is part of a Co-Innovation project co-funded by Business Finland, involving Oulu University of Applied Sciences (Oamk), Mediatrade Oy, Toast Post Production Oy and Whatevergroup Oy. DIMECC Oy supports the coordination of the project.<\/p>

The project combines applied research with the practical expertise of industry companies. The goal is to advance virtual production, AI-assisted workflows, digital production methods and the environmental sustainability of audiovisual production.<\/p>

Mediatrade also delivered the virtual production studio for Oamk’s STARTS LAB Oulu project: read about the STARTS LAB Oulu VP studio<\/a>.<\/p>

Funding:<\/strong> Project co-funded by Business Finland
Project partners:<\/strong> Oulu University of Applied Sciences (Oamk), Mediatrade Oy, Toast Post Production Oy and Whatevergroup Oy
Coordination support:<\/strong> DIMECC Oy<\/p>

More information:<\/strong> Read more about NOVIPRO on the Oulu University of Applied Sciences website<\/a><\/p><\/div>\n\t\t\t<\/div><\/div>\n<\/section>\n

\n\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Reference<\/p>\t\t\t\t\t

Virtual production in practice<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\tAll references<\/path><\/path><\/svg><\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t