Public Service Media as a Forerunner of Immersive Technologies

The gradual adoption of metaverse technologies creates numerous challenges for Public Service Media (PSM) in delivering their universal mission. Nonetheless, immersive technologies like 360-degree video, virtual reality, augmented reality, cinematic reality, and mixed reality allow news and educational audiovisual consumers to become immersed in a richer and more intimate experience. Although the technology is in its infancy, we already know that messages are more persuasive and can therefore increase the ability to inform citizens across newly defined public spheres. The storytelling ability of these technologies offers users the ability to connect with others as well as with different events and environments. As such, immersive technologies can be particularly powerful tools for PSM at a crucial period across the world. Ultimately, the immersive affordances of these technologies can regenerate the connection between PSM and citizen/audiences and provide PSM with an opportunity to better fulfil their remit of delivering public value at a critical juncture for the institution.