TV embraces VR and interactive mixed reality

Television is experimenting with virtual reality and interactivity, driven by major investments. Sky plc partnered with Google to produce VR-only content for subscribers, including sports documentaries Closer with David Beckham, Paul McCartney: Dance Tonight, and Giselle VR by English National Ballet. Two TV formats push interactive mixed reality: Dance Dance Dance, a talent show by John De Mol (creator of Big Brother) using augmented reality, and Lost in Time, a Norwegian game show by a team led by a visual effects veteran who worked on The Matrix trilogy, where contestants travel through time in virtual sets. The article notes that while TV remains the richest entertainment industry globally, with PwC confirming sustained advertising and user spending growth over the next five years boosted by streaming services like Netflix, Amazon, and Sky, these early VR experiments feel like improved video games rather than fully immersive experiences. The author critiques Lost in Time for over-reliance on green screen and CGI, making the experience less engaging for players and viewers alike.