Romania's national public broadcaster, providing real-world broadcast infrastructure and end-user expertise for immersive media and mixed reality research.
SRTV is Romania's national public television broadcaster, operating as a major media infrastructure provider with national reach and live production capabilities. In H2020 projects, they serve as an industry end-user and real-world testing ground for next-generation broadcast technologies — bringing research out of the lab and into live broadcast environments. Their contribution to EU projects is the broadcaster's perspective: understanding audience behavior, content delivery pipelines, and the practical constraints of deploying immersive media at scale. They bridge the gap between academic prototype and broadcast-ready product.
Both VISUALMEDIA and AdMiRe explicitly targeted the broadcast industry, with SRTV providing the operational broadcast context for immersive 3D graphics and mixed reality deployment.
AdMiRe (2020-2022) focused on real-time 3D graphics, mixed reality, and teleportation specifically within future media and broadcast contexts.
AdMiRe introduced multi-user interaction and audience interaction as explicit research themes, pointing toward interactive and participatory broadcast formats.
As a national broadcaster participating in innovation actions (IA funding scheme), SRTV's role across both projects was likely real-world testing and broadcaster requirements specification.
SRTV's H2020 participation started in 2016 with VISUALMEDIA, which focused on immersive 3D social media graphics for the broadcast industry — no detailed keywords were recorded for that project, suggesting a foundational, exploratory engagement. By 2020, their second project AdMiRe shows a clear maturation: the keywords shift toward interactive and multi-user experiences — mixed reality, teleportation, audience interaction, future media — indicating a move from passive 3D visualization toward live, participatory broadcast formats. The trajectory points from "better-looking broadcast" toward "interactive broadcast where the audience is part of the experience."
SRTV is moving toward interactive and immersive live broadcast formats where viewers participate rather than just watch — making them a relevant partner for any project exploring XR, virtual production, or next-generation audience engagement in media.
SRTV participates exclusively as a consortium partner and has never coordinated an H2020 project — consistent with a large public institution that brings domain value (broadcast infrastructure, audience access, industry requirements) rather than research leadership. Despite only two projects, they engaged with 18 different partners across 8 countries, suggesting they join well-networked international consortia rather than working in tight, repeated partnerships. Working with them means getting access to a national broadcaster as an end-user validator, which is a strong asset for innovation actions requiring real-world demonstration.
SRTV has built a network of 18 unique consortium partners across 8 countries through just two projects, indicating they joined large, international consortia typical of EU innovation actions. Their geographic spread (8 countries for 2 projects) reflects the pan-European makeup of broadcast technology research networks.
SRTV is one of the very few national public broadcasters in Central and Eastern Europe with active H2020 participation, giving them a rare profile as both a media institution and a proven EU research collaborator. For technology developers working on immersive media, XR, or interactive broadcast formats, SRTV offers something most academic partners cannot: a real national broadcast infrastructure to test against, and a direct line to Romanian and regional audiences. Their public service mandate also makes them a credible dissemination partner for projects that need to reach general audiences beyond research circles.
