The objective of the SkyMedia project is to explore, design, and demonstrate a novel multimedia end-to-end architecture that can provide unique immersive media experiences to audiences during live events. The keys to enable such a rich portfolio of experiences are both in the media technologies and in the overall system architecture, which has to be scalable, flexible, and easy to manage.In particular, the following key technologies are synergically combined in the SkyMedia architecture: innovative 3D coding methods with MVD (Multi-view plus Depth), to be executed in real-time. Advanced transcoding methods that work in real-time to filter and adapt multimedia content to different distribution networks, terminals, and rendering methods. Innovative interactive user applications for mobile terminals with 2D/3D displays and interactive touchscreen monitors, enabling personalization of the provided 3D & HD content. UAV platforms, to provide access to the scene in a silent, convenient, and safe fashion, capturing HD video and images from the sky. Wireless Sensors, to form an Augmentation Network deployed on ground to enrich the multimedia content with useful and interesting side-information, to be fused with the main audiovisual content. Content fusion technologies are key, as they satisfy the need to extract the relevant information from a plethora of sensing devices. All technologies will come together to form a very advanced multimedia service platform.SkyMedia will empower the audience to interact with the live scene, enabling multiple user roles. The project will culminate in a immersive media experience demonstration during a public live event, to prove the potential and test the users' reaction to the ensemble of these exciting technologies. SkyMedia is expected to have a very significant impact on the 3D and HD media industry.