Innovation and metaverse: first experiences and use cases in European Public Service Media
This study seeks to provide a comprehensive overview of the first approaches and the current relationship of public service media (PSM) with the metaverse, analysing the perceptions of these broadcasters with regard to their real usefulness in approaching young audiences, and the development of new...
| Authors: | , , |
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| Format: | article |
| Publication Date: | 2024 |
| Country: | España |
| Institution: | Universidad de Santiago de Compostela (USC) |
| Repository: | Minerva. Repositorio Institucional de la Universidad de Santiago de Compostela |
| Language: | English |
| OAI Identifier: | oai:minerva.usc.gal:10347/39783 |
| Online Access: | https://hdl.handle.net/10347/39783 |
| Access Level: | Open access |
| Keyword: | Social innovation Metaverse Public Service Media Extended reality Artificial intelligence Marketing Innovación social Metaverso Medios de servicio público Realidad extendida Inteligencia artificial |
| Summary: | This study seeks to provide a comprehensive overview of the first approaches and the current relationship of public service media (PSM) with the metaverse, analysing the perceptions of these broadcasters with regard to their real usefulness in approaching young audiences, and the development of new environments for the shared consumption of information and entertainment or Immersive Social Spaces (ESI). It also delves into the nature and characteristics of the first experiences and projects, their usefulness, purpose and performance. To this end, 19 in-depth interviews are conducted with senior management professionals linked to the technology, innovation or strategy sections of 15 public broadcasting corporations, including those in Germany (ARD and BR); Austria (ORF); Belgium (VRT); Denmark (DR); Spain (RTVE); Finland (YLE); France (France TV); Great Britain (BBC); the Netherlands (NPO); Ireland (RTÉ); Italy (RAI); Portugal (RTP); Sweden (SVT); Switzerland (RTS), and the EBU. A four-level implementation scale is formulated to frame the position of the broadcasters studied, finding that the degree of implementation and interest differs substantially among the corporations, with none of them reaching the maximum level of the proposed scale and most of them still at the preliminary level. It is concluded that the metaverse is not a priority for most of the cases analysed, and that the first approaches are focused on entertainment content and formats and on sports and cultural themes. The metaverse is largely used to recreate scenarios that are difficult to access or past experiences, as well as to generate digital twins in which corporations bring their structure closer to citizens and enable them to interact with them |
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