ETRI’s AI-Powered 3D Immersive Media Technology Makes Debut at Busan International Short Film Festival

Virtual K-pop idol group “IITERNITI,” created with AI-based stereoscopic technology, appointed as festival ambassador

Global audience to experience immersive media through online 3D streaming and a special session

A virtual idol group, powered by AI-based immersive media technology developed by a Korean research team, is drawing attention as it steps up to serve as an ambassador for the Busan International Short Film Festival (BISFF).

The Electronics and Telecommunications Research Institute (ETRI) in Korea has announced that “IITERNITI,” a virtual girl group created in collaboration with local content producer Pulse9 Inc. using deep-real AI technology, has been appointed as the official ambassador for the 42nd Busan International Short Film Festival. The group will premiere what is being touted as the world’s first music video utilizing ATSC 3.0-based stereoscopic media technology during a 3D special session at the festival.

Music Video “WEN MOON” Transformed into High-Quality 3D

The music video “WEN MOON,” originally produced in 2D, has been converted into high-quality 3D using AI-driven stereoscopic conversion technology co-developed by ETRI and DM Studio. This technology can convert standard 2D video into 3D without the need for specialized 3D filming, greatly enhancing both production efficiency and content quality.

Notably, the method addresses visual discomfort—such as motion-induced nausea—by maintaining consistent stereoscopic depth throughout playback. This results in an immersive 3D viewing experience that stands apart from existing 3D production techniques.

UHD 2D & 3D in One Stream

On the back of this development, ETRI has also pioneered a compatibility-focused transmission technology that allows UHD 2D and 3D content to be delivered within a single video file. This achievement has been adopted as a key feature for 3D service in the ATSC 3.0 next-generation broadcasting standard by the Advanced Television Systems Committee (ATSC), underscoring its competitive edge in the global broadcast technology market.

Special 3D Session and Ambassadorship

At BISFF, ETRI’s technology will receive prominent attention. IITERNITI will perform at a celebratory event and showcase the institute’s AI-based 3D content conversion technology during a special session, offering audiences a glimpse into the future of immersive media.

In addition, viewers around the world will be able to watch the content in 3D via online streaming services.

Virtual K-pop Idol “IITERNITI” Gains Global Traction

“IITERNITI” has garnered international attention, with leading media outlets such as the BBC (UK) and CNN (US) featuring the group as a prime example of K-pop AI idols. They continue to expand their reach, especially in Europe, and have made a strong impact domestically through live broadcast appearances, drama acting, and solo concerts.

A Game-Changer for Local Production Studios

According to Kim Seong-hun, Director of ETRI’s Busan Joint Research Office, “Our technology does more than simply generate stereoscopic effects—it empowers regional video and film production companies to create world-class immersive content without reinventing their filming processes. This is set to be a true game-changer in the industry.”

The research team further noted plans to develop generative AI-based automated content creation and 4DX tactile immersive content as part of future projects.