Virtual Reality Is Here. Is Television Ready?

Cannes, France http://www.miptv.com http://mipcom.com

Virtual Reality is Here. Is Television Ready?

Nicole Greiner Henner Herwig Jürgens

VAST MEDIA, Germany

Virtual Reality has finally made its way into consumers' living rooms. While some years ago, the technology was still the stuff of science fiction and later primarily associated with simulation training and as the future of video gaming, virtual reality has become much more prominent among a mainstream audience. We are entering the consumer VR era. The story began in 2012, when Palmer Luckey founded the virtual reality company Oculus VR to produce a new, more effective head-mounted display named Oculus Rift. In 2014, the company was acquired for $2 billion by Facebook. Much has happened since then: with more players striving to get a slice of the pie, virtual reality isn't reserved for technology freaks and experts anymore. Once impossible for most consumers to adopt, due to the high cost of the technology, VR is becoming more and more affordable thanks to a range of (upcoming) VR headsets. Affordable devices and VR companies on the rise Devices such as Google Cardboard, which was introduced in 2014 and turns nearly any iPhone or Android phone into a virtual reality viewer in a simple and fun way, and the recently launched $99 Samsung Gear VR headset powered by Oculus are low-cost ways to experience virtual reality and provide a glimpse of the future. In 2016, more companies like HTC with the HTC Vive headset (powered by SteamVR), Sony with PlayStation VR and Oculus with its Oculus Rift consumer edition, will follow suit. Virtual reality is finally here and offers companies in the entertainment industry exciting new opportunities. TV in particular might be the medium that will eventually let VR break into the mainstream with immersive experiences and storytelling innovations that might change the way we consume content in the future. Numerous production companies specialized in the production of virtual reality content assist TV networks in developing VR experiences for their viewers and are getting love from big media companies. The California-based startup NextVR, which was founded in 2009, for example has just recently got $30.5 million funding from media companies including Comcast, Time Warner and Dick Clark Productions. Others, whose work is also featured in this whitepaper, include VR content studio Ovrture, which was launched by 44 Blue Productions in May 2015, and Jaunt, a VR technology and filmmaking company that raised over $100 million from investors including The Walt Disney Company, Sky, TPG Capital, Google Venture, Axel Springer SE and ProSiebenSat.1 SE.

VIRTUAL REALITY IS HERE. IS TELEVISION READY? INTRODUCTION

The future of TV Over the last few months, TV audiences could already witness the results of their work and get an impression of how the future might look like. As more and more broadcasters dip their toes into VR waters, they illustrate the great potential of the technology in different fields and genres. Documentaries for example are perfectly suited for the use of VR technology. As they usually aim to introduce the audience to an issue or world as vividly as possible, virtual reality provides useful tools of doing so. Using a VR headset, viewers can completely immerse themselves and are transported to sceneries which they can explore on their own. For that purpose, Discovery Communications for example launched 'Discovery VR', its own VR platform and app, which includes various immersive 360°-videos that let viewers explore ship wrecks, go surfing with a pro and much more. Similarly, reality TV formats can make use of the technology to have their shows become even more "real", as demonstrated by A&E's "Nightwatch". Letting viewers for once step into the shoes of first responders on their night shift through a realistic 360° experience creates a whole new perspective of the show, which cannot be achieved through regular episodes on TV. The same goes for news stories. To for example show viewers the full extent of the refugee crisis, Sky News teamed up with Jaunt to produce a report that depicts the refugees' situation in Greece. Depressing images of crowded beaches and dirty accommodations, which can be explored in virtual reality, give a much deeper impression of how the real situation looks like. Impressions which, again, cannot be gained by only watching the news on TV or reading the newspaper. Live show have already proven to be a perfect fit for virtual reality experiences as well. Through 360° live streams, as offered by MTV for the 2015 MTV Europe Music Awards in Milan, viewers can experience shows and events in a whole new way and get a sense of being there themselves. But also providing 360° footage after a show has aired, such as German late night show "Circus HalliGalli" did with an episode shot in November 2015, can be a real added value for audiences as they can literally rewatch a show from a new perspective and maybe discover details they did not see in the TV broadcast.


The same opportunities and benefits apply to sports, as virtual reality allows fans to fully immerse themselves in the action from the comfort of their own home. Through a cooperation between TNT and NextVR in October 2015, basketball fans were able to follow the NBA's opening game on the Samsung Gear VR headset and virtually sit in the front row. Showtime exclusively released 360° footage of the boxing match between WBA Middleweight World Champion Daniel Jacobs and challenger Peter Quillin on the Showtime Boxing Facebook page. And Eurosport let winter sports fans experience what it is like to step into the skis of a professional alpine skier in a spectacular 360° video starring Bode Miller. These are only a few example of the promising possibilities for all types of sport. But the technology provides opportunities for fiction as well, as shown by FOX and ABC Family. While FOX caters to fans of its popular horror comedy "Scream Queens" by offering virtual behind-the-scenes tours, ABC Family uses VR for storytelling purposes and lets fans of sci-fi drama "Stitchers" solve their own murder case in a web and mobile game with an optional virtual reality mode. Both examples show how VR can extend TV shows and engage an audience. Allowing fans to (virtually) wander through the locations of their favorite shows might be a dream of the past. Although not included and covered in more detail in this whitepaper, some apps for Samsung's Gear VR are worth mentioning. Netflix, of course, has already embraced virtual reality technology as well and launched an app for the Gear VR that allows users to watch Netflix in a virtual living room. Competitor Hulu has also announced a VR app for the device, which was set to launch on Black Friday but has been delayed. The company additionally creates a virtual reality movie titled "The Big One”. Samsung itself is one step ahead of everyone else and teamed up with Skybound Entertainment (the production company behind hit series "The Walking Dead") to create "Gone", the very first virtual reality thriller exclusively produced for the Gear VR. In the interactive series, a mother tries to find her missing daughter. The viewers, who experience the story from multiple perspectives and in 360°, are invited to help solve the mystery in eleven five- to six-minute episodes. The following whitepaper covers twelve early adopters from the six fields described above - documentary, reality TV, news, live shows, sports and fiction - that give a glimpse of the extent to which virtual reality might change the way we consume TV content. Virtual reality is here. Now it is up to the content producers to make it consumer-ready and attractive to a mass audience.


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INDEX

DISCOVERY VR // DISCOVERY CHANNELLOCKUP 360 // MSNBC

NIGHTWATCH: 360° VIDEO EXPERIENCE // A&EA CRIME TO REMEMBER: VIRTUAL CRIME SCENE // INVESTIGATION DISCOVERY

SKY NEWS: MIGRANT CRISIS - THE WHOLE PICTURE // SKYABC NEWS VR // ABC

2015 EUROPE MUSIC AWARDS: EMA VR EXPERIENCE // MTVCIRCUS HALLIGALLI: 360° WAHNSINN // PROSIEBEN

BIRDS OF PREY 360° WITH BODE MILLER // EUROSPORT360° VR BOXING MATCH // SHOWTIME

SCREAM QUEENS: 360 CLOSET SET TOUR // FOXSTITCHERS: HACK THE CASE // ABC FAMILY

VIRTUAL REALITY IS HERE. IS TELEVISION READY?

Copyright: Discovery Communications, LLC

DISCOVERY CHANNEL DISCOVERY VR (PART 1/3)

1) On August 27, Discovery Communications launched its own virtual reality platform titled 'Discovery VR'. The initiative offers fans various immersive 360-degree videos from for example shipwrecks and the woods. The experience is available at DiscoveryVR.com, through the Discovery VR app for iOS and Android devices, the Samsung Milk VR premium video service and on Discovery's YouTube channels. The Discovery VR apps and the website-player technology are powered by Littlstar, the first network and community for 360-degree panoramic video and VR content.

2) At launch, the initial offering consisted of nine short-form videos with talent from Discovery, Science Channel and Discovery Digital Networks. The collection aims at promoting some of Discovery's on-air and digital shows and therefore includes behind-the-scenes clips from shows like "Mythbusters", "Gold Rush" or "Survivorman". Discovery plans on continuously adding new content. The clips are divided into four categories: Mythbusters Shark Dive, Shows, Adventure and Planet.



3) The Discovery VR experience is available across different platforms.

4) For one, the clips can be viewed on desktop on the dedicated website DiscoveryVR.com. To explore and discover new angles within the videos, users can simply use the click and drag navigation. All clips are accompanied by ambient sound and on- or off-screen audio commentary. Some include graphics or text to emphasize certain things such as the instructions given by pro surfer Kyle Thiermann. A fold-out menu on the right reveals additional information such as a short description and the credits. Moreover, users can directly comment on the videos or share them across Facebook and Twitter.

5) Another way for users to immerse themselves into the interactive experience is by downloading the Discovery VR app for iOS or Android devices. By simply moving the mobile device around, it serves as a kind of 'magic window' to look around a scene.



6) Google Cardboard owners can use their fold-out cardboard mounts for mobile phones for an even more immersive experience. Discovery VR is also supported by Samsung Gear VR.

7) All 360-degree videos can also be watched on Discovery Channel's official YouTube channel.

8) To promote the initiative and engage audiences across all social networks, Discovery encourages fans to share images of other users experiencing the 360-degree videos. All photos tagged with #DiscoveryVR are accumulated in a Spreadfast-powered social hub at DiscoveryVR.com

Copyright: NBC Universal

MSNBC LOCKUP 360 (PART 1/2)

1) In mid-November 2015, MSNBC and virtual reality studio Ovrture launched the VR app 'Lockup 360' based on the long-running prison documentary series "Lockup", whose new season "Lockup: Extended Stay" premiered on November 21. 'Lockup 360' allows users to immerse themselves into a maximum security prison and experience what it feels like to be locked up behind bars.

2) The free app is available on the Google Play Store and the Apple App Store. For the best experience it is recommended to use a Google Cardboard or another VR Headset.

3) Non-app users have the option to access the content through Facebook 360, Oculus Share, Milk VR, Vrideo.com and YouTube 360. Here, desktop users can navigate through the settings via click and drag navigation instead of turning their heads, i.e. their mobile devices.

Copyright: NBC Universal

MSNBC LOCKUP 360 (PART 2/2)

4) The first 'Lockup 360' episode takes viewers inside the Rio Cosumnes Correctional Center in Sacramento.

5) The nine-minute debut episode was released on November 12 and takes viewers from outside the prison into the interior. First, the experience focuses on the day-to-day lives of the inmates, following them to the cells and common areas.

6) The story then shifts to the point of view of deputies raiding a cellblock.

7) The video also provides additional information with the help of temporary video screens and other graphical overlays.

Copyright: A&E Television Networks, LLC

A&E NIGHTWATCH: 360° VIDEO EXPERIENCE (PART 1/2)

1) On November 5, 2015, A&E debuts season two of its docu-reality series "Nightwatch", which follows elite teams of Emergency Medical Services crews in New Orleans as they work their busy night shifts. To provide viewers with a first look at the upcoming season, a 360-degree virtual reality video was uploaded to the network's official YouTube channel on October 29, 2015.

2) In addition, the 360-degree video was made available on Facebook, which started to support the immersive video format in September 2015.

3) Created by virtual reality content studio Ovrture, the seven-minute video lets viewers step into the shoes of the "Nightwatch" first responders. A voice over introduces viewers to their job and actual emergency calls can be heard.

Copyright: A&E Television Networks, LLC

A&E NIGHTWATCH: 360° VIDEO EXPERIENCE (PART 2/2)

4) They then follow the case of domestic violence in which a woman got beaten up by her boyfriend.

5) Viewers can watch the video on a desktop and explore the surroundings via click and drag navigation. However, to fully immerse themselves in the experience it is recommended to watch the video on a mobile device which then functions as a 'magic window'. Alternatively, users can also simply swipe the screen on mobile devices. The YouTube video generated around 7.2k clicks within five days after launch while the Facebook video almost generated 3k views within four days after release.


INVESTIGATION DISCOVERY A CRIME TO REMEMBER: VIRTUAL CRIME SCENE (PART 1/4)

1) On November 10, 2015, Investigation Discovery's Emmy-winning series "A Crime to Remember", which highlights the most shocking crimes during the 1950s and 1960s, returned for a third season. Prior to the much anticipated premiere, the channel allowed users to step back into the era by experiencing a 360° virtual reality crime scene. The immersive experience can be accessed on ACrimeToRemember.com, a new interactive website that provides a lot of other bonus content to explore the world of the series.

2) The collage-style website can either be explored on desktop or mobile devices. To navigate the site on a desktop, users can simply click and drag or access the fly-out menu on the right.

3) The virtual 360° crime scene within the website is also explorable from either a desktop or a mobile device.



4) The two-minute video of the virtual crime scene on the website is powered by Kolor. To move around the scene, desktop users can simply drag their mouse or use the arrow keys on their keyboard.

5) When accessing the experience on a mobile device, users are redirected to the 360° video on YouTube, where they can simply move the device to explore the scene.

6) The video features two investigators inspecting a crime scene from the mid-20th century. A dead woman is lying in her bed while the two move around to take photos and find clues. Throughout the video, a variety of general facts about crime in that era and the differences to today's time appear on screen.



7) Next to the virtual crime scene, visitors of ACrimeToRemember.com are provided with links to Amazon Prime Instant Video where they can watch previous seasons on demand.

8) Furthermore, the website allows users to get sneak peaks of three new cases from the upcoming season - 'The Real-Life Fugitive', 'Murder Of Innocence' and 'Casual Affairs'.

9) Each case comes with background information, images and a short teaser video.



10) Short interviews with cast and crew members let users take a look at the creation process of the series.

11) The section 'Living Photographs' gives access to a GIF-gallery illustrating cases from the series' first season.

12) Each case is presented with the help of GIFs, images, actual newspaper articles and informative text.

Copyright: Sky

SKY SKY NEWS: MIGRANT CRISIS - THE WHOLE PICTURE (PART 1/3)

1) Pay-TV operator Sky is one of the latest media companies to embrace the possibilities of virtual reality technology. In mid-November 2015, the operator's Sky News service has launched its first virtual reality report titled 'Migrant Crisis - The Whole Picture', designed to give viewers a first person look at Europe’s migrant crisis. The four-minute report from journalist Alistair Bucknall was made in collaboration with Jaunt Inc., a pioneering virtual reality company in which Sky invested last year.

2) The report was filmed using the new Jaunt ONE VR camera. Sky News correspondent Alistair Bucknall provides commentary and shows users around different locations in Greece. That way, users get an impression on how it looks and feels like on a crowded beach where refugees just landed.

Copyright: Sky


3) He also takes viewers inside a tent where refugees reside. Bucknall was accompanied by Sky News cameraman Adam Murch and Kenny Voelker from Jaunt.

4) One way to watch the report is by downloading the Jaunt app for iOS or Android and use a Cardboard headset.

Copyright: Sky


5) Users that do not own a Cardboard viewer can still experience the video in 360° by opening the video on Sky News' Facebook page or YouTube channel and then move the mobile device around. On a desktop, the video can also be watched on Facebook or YouTube. To navigate around the screen and get the 360° view, users simply need to click and drag their mouse within a scene.

6) Sky has also released two additional videos to demonstrate how the technology works …

7) … and how the public reacts to the reports in virtual reality.

Copyright: ABC News Internet Ventures / Variety Media, LLC

ABC ABC NEWS VR (PART 1/2)

1) On September 16, 2015, ABC News introduced 'ABC News VR', its first virtual reality project that allows viewers to immerse themselves in interactive news reports. The first 360° video takes viewers to the streets of Syrian capital Damascus. It is viewable on ABC News' dedicated website and via the mobile app of Jaunt VR, the virtual reality tech company that assisted ABC News with bringing the project to life.

2) Back in August 2015, ABC News correspondent Alexander Marquardt and his team traveled to Damascus to capture the footage with a device that had 16 different cameras mounted on it. To create the 360° view, the images were then stitched together. In the video, Marquardt then walks through different locations of the war-torn capital and explains how archaeologists are trying to protect historical antiquities menaced by war.

Copyright: ABC News Internet Ventures / Variety Media, LLC

ABC ABC NEWS VR (PART 2/2)

3) One option for viewers to immerse themselves in the storytell ing experience is by visiting ABC News' website on a desktop. To explore the video, users can use the simple click and drag navigation.

4) However, to take full advantage of the immersive news report, users need to download the Jaunt app for Android or iOS devices and select the Inside Syria VR video. The broadcast can then be viewed after placing a phone in a basic VR rig such as a Google Cardboard.

5) ABC News even used its social media accounts to distribute short videos that explain how to assemble and use those VR rigs. According to ABC, the news organization plans on using the technology for more reporting from places like Cuba or for big events such as the upcoming US trip of Pope Francis.

Copyright: Viacom International Inc.

MTV 2015 EUROPE MUSIC AWARDS: EMA VR EXPERIENCE (PART 1/2)

1) The 2015 "MTV Europe Music Awards", which took place on October 25 in Milan, were the first global music awards show that was fully available as a 360-degree virtual reality live stream, giving fans and viewers across the globe the chance to fully immerse themselves in the action. The initiative was realized by production company East City Films with technical support of Alongside Mativision.

2) Accessible via the official free "MTV Europe Music Awards" app for iOS and Android, the live stream not only featured the main show, but also the red carpet pre-show. After downloading the app and accessing the dedicated VR section, viewers were able to choose different options to experience the stream.

Copyright: Viacom International Inc.

MTV 2015 EUROPE MUSIC AWARDS: EMA VR EXPERIENCE (PART 2/2)

3) Users without a VR viewer such as a Google Cardboard headset could still access the 360-degree viewing experience by swiping the screen to see different angles.

4) Alternatively, users could activate the gyro mode which allowed them to move their mobile device to look around a scene.

5) After the event, selected performances were made available as 360-degree virtual reality videos within the "MTV Europe Music Awards" app.

Copyright: ProSiebenSat.1 Digital GmbH

PROSIEBEN CIRCUS HALLIGALLI: 360° WAHNSINN

1) On November 23, 2015, ProSieben aired an episode of German late night show "Circus HalliGalli" that the viewers can literally enjoy to its full extent as the first part of the show was shot with an additional 360° camera. After the episode, a 360° video of the first seven minutes of the show was uploaded to the official Facebook page and YouTube channel of "Circus HalliGalli".

2) Desktop users can explore the scenery via simple click and drag navigation. Mobile devices function as 'magic windows' and can be moved around to obtain a full immersive experience.

3) Since viewers are able to decide on their own from which perspective they like to watch the episode, the 360° feature creates a whole new impression of the show and provides a glimpse into the atmosphere in the studio. Within only 20 hours, the 360° video generated more than 250.000 views on Facebook and YouTube combined.

Copyright: Eurosport

EUROSPORT BIRDS OF PREY 360° WITH BODE MILLER

1) To celebrate and accompany the Alpine Skiing World Cup stop in Beaver Creek, USA, from December 4 through 6, 2015, pan-European sports network Eurosport teamed up with Bode Miller to let winter sports fans experience what it is like to step into the skis of a professional alpine skier flying down the famous "Birds of Prey" course. In a 360° video on Facebook, which was produced in collaboration with Discovery VR and released on December 4, fans can now exclusively experience the downhill course from Miller's point of view.

2) The virtual reality video experience takes fans closer to the action than ever before. To produce the video, two GoPro cameras and a 220° fish eye lens were attached to each ski stick. Bode Miller, who is not competing in the 2015/16 World Cup, performed the run exclusively for Eurosport.

3) During the 360° virtual reality journey downhill, users can click and drag or move their mobile device in any direction to look around. The video is also available in the Discovery VR app. Within the first 48hours, the video generated more than 350,000 views on Facebook and was shared over 7,000 times.

Copyright: Showtime Networks Inc. / Showtime Digital Inc.

SHOWTIME 360° VR BOXING MATCH

1) For the first time ever, a full professional boxing match was released in 360° immersive virtual reality. On December 5, 2015, cable network SHOWTIME captured the fight between WBA Middleweight World Champion Daniel Jacobs and challenger Peter Quillin at the Barclays Center in Brooklyn, New York.

2) The 360° footage was made available on December 8 on SHOWTIME Sport's YouTube channel, the SHOWTIME Boxing Facebook page, on the Samsung Gear VR via the MILK VR app and on Littlestar VR apps for Samsung Gear VR, iOS and Android. Dubbed 'Battle For Brooklyn', the fight ended after a first-round knockout of Peter Quillin. Viewers at home had the chance to follow the march-in of the athletes, the crowd reactions and the fight itself.

3) Within 18 hours after its release, the video generated over 65K views on YouTube and Facebook combined.

Copyright: FOX

FOX SCREAM QUEENS: 360 CLOSET SET TOUR (PART 1/2)

1) To push its recently launched 360° video feature forward, Facebook partnered with several broadcasters who make use of this technology to promote their content. Among them is FOX's horror comedy series "Scream Queens", which released a '360 Closet Set Tour' of one of the character's bedrooms on its official Facebook page on November 12, 2015. The virtual set tour marked the beginning of 'Scream Queens 360 VR', an exclusive weekly VR experience that takes fans behind-the-scenes of the popular series and is also available on YouTube 360. The immersive behind the scenes videos are produced with the help of virtual reality production company SuperSphere.

2) The 360° set tours provide fans with an unique look behind the scenes of the show. In the closet set tour, the "Scream Queens" production designer Andrew Murdock guides viewers through the bedroom and closet of Chanel, on of the show's main characters.

Copyright: FOX

FOX SCREAM QUEENS: 360 CLOSET SET TOUR (PART 2/2)

4) … or inside another Kappa (the sorority the series centers on) closet, in which cast members Keke Palmer and Skyler Samuels have a chat, a screaming contest and talk about the production of the show in general. Throughout the videos, viewers can look around and explore the scenery independently.

5) All videos can be watched on desktop or mobile devices. On desktop, users have to drag their mouse in order to change perspective, on mobile devices they can look around by swiping the screen or moving with the device.

3) Other videos of 'Scream Queens 360 VR' for example take fans to the wardrobe tailer, in which costume designer Lauren Bott talks about the costumes of the characters, …

Copyright: ABC Family / Variety Media, LLC

ABC FAMILY STITCHERS: HACK THE CASE (PART 1/3)

1) On June 2, 2015, ABC Family debuted its sci-fi drama series "Stitchers", which follows a young woman, Kirsten, who was recruited by a covert government agency to be 'stitched' into the minds of recent murder victims and is using their minds to investigate the cases. Accompanying the premiere, the network launched 'Stitchers: Hack The Case', an official game based on the series, which challenges users to solve a case by immersing themselves in a 360-degree video experience. The game is available on Stitchers.com and as an app for iOS and Android devices. For a full immersive experience, it is recommended to select the optional virtual reality mode and to use a VR viewer with a mobile device.

2) At start, users need to answer several questions to prove that they are ready to take the challenge. Participants for example need to look at a picture or watch a short video and then answer related questions afterwards.



4) Users are then being 'stitched' into the memories of the victim shortly before she died. A 360-degree video starts playing, which can be explored either via click and drag navigation on a desktop or by simply moving a mobile device, optionally in a VR viewer. While watching the video, users are guided by one of the series' characters who encourages them to look around for useful evidence.

3) Next, users are presented with a faux news report that provides background information on the case that has to be solved: a young woman named Hazel Curtis was murdered by strangulation and is the latest in a long line of victims. The case was created by one of the show's writers.



5) After the 360-degree video ends, users need to answer related questions in order to proceed to the next video. There are a total of three videos with corresponding series of questions. Questions for example include 'What color was the scarf that Hazel was killed with?' or 'What items did you see in the truck?'

6) At the end, after having pieced the evidence together, users are presented with three suspect profiles from which they need to choose and accuse one. A second faux news report then sheds light on the case and reveals the murderer. Another incentive for users to play the game is the integrated sweepstakes which users can enter for the chance to win a trip to Los Angeles

7) To maximize the VR brand experience, ABC Family teamed up with DODOcase to create and distribute a branded and customized pop-up VR smartphone viewer.

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Virtual Reality Is Here. Is Television Ready?