XR’s potential for local media (part 2)

XR isn’t just the future. It’s rapidly becoming the present. For local media publishers, it offers a chance to engage audiences in ways never before possible. From immersive storytelling to revolutionary advertising experiences, XR has the potential to breathe new life into local media.”

Guy Tasaka, founder and managing partner of Tasaka Digital

Remember when we said more people use VR headsets in the U.S. than subscribe to a newspaper? That number will continue to grow in 2024 and beyond. It’s time to dive deeper into what that means for local media publishers.

In our last piece, we explored the landscape of XR (extended reality) and its growing importance. Now, let’s get into the nitty-gritty of how VR (virtual reality), AR (augmented reality) and MR (mixed reality) can revolutionize local storytelling and marketing.

Immersive storytelling for local news

Imagine taking your readers to the scene of a breaking story, not just with words, but with a full 360-degree VR experience. That’s the power of VR in local news. With a 360-degree camera like the Insta360 X4, you can capture immersive footage that puts your audience in the middle of the action.

But it’s not just about being there. MR can bring data to life. Picture overlaying local crime statistics or economic data onto real-world locations. It’s like having an interactive, 3D infographic floating in your living room. Tools like Unity or Unreal Engine can help create these experiences, though they require some technical know-how. Turnkey, low-code options are on the horizon.

Virtual tours are another game-changer. From showcasing local landmarks to giving sneak peeks of upcoming events, VR can transport your audience anywhere in town. Platforms like Matterport make creating these tours a breeze.

XR in local sports coverage

Sports fans, get ready for a whole new ballgame. VR can put viewers in the stadium, even if they’re miles away. Imagine offering virtual seats to sold-out games or providing 360-degree replays that let fans see the action from any angle.

My favorite is still the VR 180 experience from pro cameras like Z CAM’s K1 Pro and Canon's VR Content Creator Kit. These are enterprise-grade equipment priced similarly to their professional photography counterparts.

Local arts and culture in XR

With VR, art galleries, theaters and concert venues can extend their reach far beyond their physical walls. Virtual exhibitions can showcase local artists to a global audience. Platforms like ArtSteps offer free options to get started, with premium features for more advanced needs.

For historical sites and museums, MR can bring the past to life. Imagine pointing your phone (or MR glasses) at a local monument and seeing a historical reenactment play out before your eyes. While high-end MR experiences can be costly to produce, tools like Adobe Aero offer more accessible entry points.

XR for local business and real estate

Local businesses can use VR to offer virtual store tours or product demonstrations. For real estate, VR property tours can save time for both agents and buyers.

MR can enhance these experiences further. Imagine a potential homebuyer being able to visualize different furniture layouts or color schemes in real time as they walk through a property. While high-end MR setups can be costly, many smartphones now support basic AR features that can provide a taste of these capabilities.

Community engagement through XR

Town halls and public meetings in VR can increase civic engagement by making participation more accessible. Imagine being “at” the meetings from the comfort of your own home via your VR headset. A simple 360 or 180 camera streaming live is all it takes.

For education, MR can turn the whole town into a classroom. Historical sites, natural areas or local businesses could have educational MR experiences tied to them, which were created in collaboration with local schools. While custom MR educational content can be expensive to produce, partnerships with local educational institutions could spread the cost and expertise needed.

Monetization opportunities in XR

Sponsored virtual experiences offer a new frontier for advertising. Imagine a virtual tour of a new development funded by a local real estate company or a VR sports replay brought to you by a local business.

MR advertising placements in local content could be the billboards of the future. A local coffee shop could have a virtual sign that appears when someone looks at their storefront through MR glasses. While the tech for widespread MR advertising isn’t yet there, early experiments could position you ahead of the curve.

Implementation costs and considerations

Now the part you’ve been waiting for … Getting into XR isn’t free, but it doesn’t have to break the bank, either. A decent VR camera like the QooCam EGO can get you started with 3D 180 video. For viewing, the Meta Quest 3 is a popular all-in-one VR/MR headset.

Content creation tools range from free options like Blender for 3D modeling to more comprehensive (and pricey) solutions like Adobe Creative Suite (around $54.99/month). The real cost often comes in training and workflow adjustments. Be sure to budget for time and resources to get your team up to speed.

Potential local partnerships

Don’t go it alone. Local tech companies or digital marketing agencies might be eager to partner on XR projects. They get a real-world testbed; you get cutting-edge tech. It’s a win-win.

Educational institutions, particularly those with computer science or media programs, could be goldmines of talent and resources. Internship programs could bring fresh ideas and skills to your team.

And remember local VR/MR enthusiast groups. These hobbyists often have deep knowledge and passion for XR tech and could be valuable collaborators or beta testers.

Getting started with XR

Start small. Experiment with 360-degree photos or videos on your website or social media. Use readily available tools like YouTube’s VR or DeoVR to host and share immersive content.

Consider setting up a small XR lab in your newsroom. Even a single VR headset and a 360 camera can open up new possibilities for storytelling.

For those of you who did not rush out to get a Meta Quest 3 or any other modern VR headset after our first story, there are three ways to consume XR content. The first and perhaps the easiest is the web browser. With it, you can go anywhere on the Internet. The native browser, the Meta Quest Browser, is based on Chromium. This open-source project powers Google's Chrome, Brave Browser, DuckDuckGo, Microsoft Edge, Amazon Silk and several others. A simple javascript line of code can turn your website into a VR experience.

Most importantly, be patient. XR is still evolving, and learning as you go is okay. The key is to start experimenting now to be ready when XR hits the mainstream.

First mover advantage

When I was at Calkins Media, we launched our first FAST (free ad-support streaming television) channel in 2015. At the time, over 85% of U.S. homes were streaming on major platforms like Netflix, Hulu and Prime. There was nothing available from local stations. As a result, our downloads and monthly active users dwarfed many of the national channels and brands. The concept of FAST wasn’t fully embraced until 2018 when PlutoTV started to gain traction.

By being early, we gained significant audience building and strategic learning. As tens of millions of new consumers enter the market in the next few quarters and thousands of classrooms adopt VR into their curriculum, they will be looking for local content. Be early and experiment.

The XR frontier

XR isn’t just the future. It’s rapidly becoming the present. For local media publishers, it offers a chance to engage audiences in ways never before possible. From immersive storytelling to revolutionary advertising experiences, XR has the potential to breathe new life into local media.

So, are you ready to step into the virtual world? The frontier of XR is wide open, and local media has a unique opportunity to stake its claim. Don’t wait for the party to start without you. The time to explore XR is now. Who knows? Your next big story might just be in virtual reality.

Guy Tasaka is a seasoned media professional with a 35-year track record of leading change in the industry. He has collaborated with renowned organizations such as Macworld Magazine, Ziff-Davis and The New York Times, where he honed his expertise in research, strategy, marketing and product management. As the former chief digital officer at Calkins Media, Guy was acknowledged as the Local Media Association's Innovator of the Year for his work in advancing OTT and digital video platforms for local news organizations. He is also the founder and managing partner of Tasaka Digital, specializing in helping media and technology companies navigate business transformations using his extensive experience and forward-thinking approach. Guy can be reached at guy@tasakadigital.com.