The Guardian, UK: Cognizant’s Consulting Director of Media & Entertainment Says Virtual Reality Offers a Way for Broadcasters to Create Captivating Experiences

“No longer confined to the realms of science fiction or aimed purely at gamers, VR (virtual reality), by virtue of its immersive nature, offers a seismic shift,” says David Ingham. “The medium has been shown to increase the attention of people. In education, for example, university lecturers are starting to use it in seminars to engage students ― and it is working.” Excerpts:

“People retain 10% of the information they read, 20% of what they hear but 90% when they physically interact with the subject matter, meaning the possibility for engagement through VR cannot be ignored.

VR can offer a 360-degree field of vision, and it offers a way for broadcasters to create enthralling and captivating experiences, which can even include the ad breaks.

Just think about how many live events are broadcast on television that would be taken to another level using VR ― from Glastonbury and Proms in the Park, to sporting events such as the Olympics, the World Cup, and fight nights. Broadcasters could charge a fee to watch live events in VR.

There are clearly big opportunities for broadcasters when it comes to VR; this does not mean that they should flock to adopt it without undertaking due diligence. Broadcasters and media companies should be testing what can be enhanced with VR by starting small, failing fast and scaling quickly.

For all of this to be pulled together into a coherent customer experience, these organizations need help from someone who can merge strategy, design and technology seamlessly and work with best content and partners.

Only then will broadcasters and media companies remain relevant in a highly competitive environment. And, who knows, in a few years’ time, Eurovision parties may be abandoned as viewers watch through VR and become truly immersed in the glitz, glamour and spectacle of the show.”

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