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S3A is a major new five-year UK research collaboration between internationally leading experts in 3D audio and visual processing, the BBC and UK industry. The partnership aims to unlock the creative potential of 3D sound to provide immersive experiences to the general public at home or on the move. S3A will pioneer a radical new listener centred approach to 3D sound production that can dynamically adapt to the listeners' environment and location to create a sense of immersion. Current 3D sound systems rely upon fixed loudspeaker arrangements and acoustically treated rooms that are not practical for home use. S3A will change the way audio is produced and delivered to enable practical high-quality 3D sound reproduction based on listener perception.

"Time is over for shared experiences when watching TV. Based on the answers you give in an app, your listening history, gender, age, or location and time of the day, this video will adjust the story based on your personality taking your mood into account. Two people won't be watching a story unfolding in the same way again and even you might experience a different narrative at another time."

"The BBC is developing personalised dramas, radio shows that talk directly to listeners, and technology to record live events remotely, as it looks to shape the future of broadcasting."

"Workshop by Ian Forrester (BBC/R&D): Perceptive Podcasting - creating audio experiences unique to each listener (en)"

"Dynamically Inserted Ads In recent years, ad technology has allowed for ads to be targeted and dynamically inserted at the time of file request. The ad server determines the best ad to serve to the listener at the time of request. In a podcast consumed online, ads may be inserted into a file that is being progressively downloaded at designated ad breaks . Some publishers may count this dynamic ad serve as an "impression" without confirming ad delivery. T he metrics in this document focus on confirming that the ad was delivered. S erver log s can confirm that the enti r e ad file was downloaded , but the process for counting a served ad can only determine that ad file was sent ."

Jay Harrison