In the latest edition of its Home Truths industry insight reports — focusing on the impact of immersive technologies, such as augmented reality (AR), virtual reality and 360° video — DPP members considered the types of audio-visual media consumption to which immersive technologies are best suited. Gaming was seen as by far the best suited application of the technology. Storytelling, on the other hand, was seen as an area of great potential, but with considerable innate challenges for these new technologies.

Yet it was around the creation of experiences that DPP members believed immersive technologies — VR and 360° video in particular – will have the greatest impact.

‘What is most significant about this conclusion is that although established TV providers already create experience-led content – especially in live programming – such content can also work very well in non-broadcast contexts,” explained DPP managing director and author of the Home Truths report, Mark Harrison. “We expect to see a significant market emerge for the creation and supply of VR and 360° video experiences in areas such as retail, travel, galleries, amusement parks and stand-alone applications for the home.”

The report concludes that production companies who think beyond broadcasting, along with many suppliers and service providers, will all profit from this new form of media experience. But many broadcasters – especially those who do not have live output at the core of their business model – could afford to wait several years before entering this new market.

“The innovation-reflex in our industry is very strong,” added Harrison. “But if companies look closely at the conclusions in our report they’ll get a better sense of whether it is necessary to respond now – or not.”