CBS Stations has unveiled its eighth augmented reality studio, this time at KTVT in the Dallas–Ft. Worth, Texas market. This impressive studio, boasting approximately 20,384 cubic feet, will allow for the creation of immersive extended reality segments, primarily focusing on weather reporting. The KTVT station plans to launch the studio on June 23, 2025, with chief meteorologist McKenna King delivering the first immersive forecast.
“The launch in Texas further underscores our commitment to investing in the future of local journalism,” said Jennifer Mitchell, president of CBS Stations, and CBS News and Stations Digital, in a statement. “Through the expansion of our technological capabilities, we continue to deepen how we serve our communities, elevate the viewer experience and shape the future of broadcast journalism.”
“Over the past year, we’ve evolved every part of our newsroom – from refreshing our newscasts, updating our brand and building a multiplatform coverage strategy,” said Raquel Amparo, president and general manager of CBS Texas. “This technology is the next chapter and allows us to enhance meaningful content for everyone we serve.”
This Dallas launch follows successful implementations in major markets including New York, Los Angeles, Chicago, Philadelphia, the Bay Area, Denver, and Miami. Certain stations have utilized these studios for “Center Court,” a virtual set created for March Madness coverage. KPIX in San Francisco even uses the technology for “CBS News 24/7 Prime Time” on the CBS News 24/7 streaming platform. The stations, and the streamer, frequently share similar 3D environments, enabling efficient use of investments and technology stacks.