Winter is Coming... To Your Commute: Adapting Passenger ARTV Ornamentations to Match On-screen Visuals For Enhanced Immersion in Fantasy Drama TV Content (original) (raw)
Christie, Iain 
ORCID: https://orcid.org/0009-0008-5487-9176, Wilson, Graham, McGill, Mark and Brewster, Stephen Anthony ORCID: https://orcid.org/0000-0001-9720-3899(2025) Winter is Coming... To Your Commute: Adapting Passenger ARTV Ornamentations to Match On-screen Visuals For Enhanced Immersion in Fantasy Drama TV Content. In: ACM International Conference on Interactive Media Experiences (IMX '25), Niterói, Brazil, 03-06 June 2025, pp. 275-293. ISBN 9798400713910(doi: 10.1145/3706370.3727854)
Abstract
Augmented Reality Television (ARTV) affords new ways to experience media – from displaying auxiliary information to increasing immersion with additional 3D models. Many people consume video content when travelling or commuting; accordingly, the benefits of ARTV in this context merit investigation. We conducted a study (N=20) exploring the effects of using ARTV Ornamentations when watching Game of Thrones on a train. We used Virtual Reality to simulate use of AR in a train carriage and evaluated four different levels of ARTV Ornamentation, from a simple floating panel through to themed models and interior textures that change to match the on-screen visuals. Results showed that Ornamentations matching the show’s genre were sufficient to provide an engaging and immersive experience, but Ornamentations themed to the show which changed based on the scene further elevated the experience. This means it is possible for passengers to have an immersive experience while commuting without significantly reducing their awareness of their environment. We also reflect on the implications of our work for an existing ARTV framework and propose the inclusion of several new aspects to encourage designers to consider the unique challenges and affordances of ARTV Ornamentations.
| Item Type: | Conference Proceedings |
|---|---|
| Additional Information: | This research was funded by the European Research Council (ERC) under the European Union’s Horizon 2020 research and innovation programme (#835197, ViAjeRo). Dr Mark McGill’s research time was supported by UK Research and Innovation (UKRI) under the UK Government’s Horizon Europe funding guarantee (AUGSOC) [EP/Z000068/1]. |
| Keywords: | ARTV, augmented, reality, television, immersive, media, AR, XR, ornamentation, passenger, train. |
| Status: | Published |
| Refereed: | Yes |
| Glasgow Author(s) Enlighten ID: | Brewster, Professor Stephen and Christie, Iain and McGill, Dr Mark and Wilson, Dr Graham |
| Authors: | Christie, I., Wilson, G., McGill, M., and Brewster, S. A. |
| College/School: | College of Science and EngineeringCollege of Science and Engineering > School of Computing Science |
| Journal Name: | Proceedings of the 2025 ACM International Conference on Interactive Media Experiences |
| Publisher: | ACM |
| ISBN: | 9798400713910 |
| Copyright Holders: | © 2025 Copyright held by the owner/author(s) |
| First Published: | First published in IMX '25: Proceedings of the 2025 ACM International Conference on Interactive Media Experiences |
| Publisher Policy: | Reproduced under a Creative Commons license |
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Funder and Project Information
AUGSOC : Bringing the Augmented Society to Reality: Shaping Perception, Resilience, and Rights for Everyday AR
Mark McGill
101116910
Computing Science
Deposit and Record Details
| ID Code: | 357152 |
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| Depositing User: | Publications Router |
| Datestamp: | 20 Nov 2025 10:04 |
| Last Modified: | 21 Nov 2025 02:35 |
| Date of first online publication: | 31 May 2025 |
| Date Deposited: | 20 November 2025 |
| Data Availability Statement: | No |