The broadcasting industry is witnessing a paradigm shift with the rapid adoption of virtual production. This innovative technology, once a niche concept, is now reshaping daily operations across news, sports, and studio productions. This article explores how broadcasters are leveraging virtual sets and augmented environments to enhance visual experiences and streamline workflows.
Virtual production has evolved significantly, moving beyond simple pre-visualization to encompass a broad range of real-time techniques that seamlessly blend photographic and virtual imagery. "In film, it originally referred to the pre-visualization techniques James Cameron used making “Avatar.” A few years ago, the term got rebranded around game engines and LED volumes for film and TV. Today, it describes a broader set of techniques that blend photographic and virtual imagery in real time," explains Mathieu Mazerolle, director of product, new technology, Foundry. Broadcasters are increasingly adopting these advancements to match the quality and realism achieved in Hollywood productions. "What’s new is how Hollywood is using the technique to push the boundaries of quality and realism with large-scale in-camera VFX. I fully expect broadcasters to increasingly harness these capabilities to enhance the program quality—which is one reason Foundry is investing in the space," he adds.
The global adoption of virtual production is accelerating, with the US rapidly catching up to Europe. The integration of generative AI is further simplifying the process. "On the global scale, the US is catching up to its European counterparts. The adoption will continue to increase as emerging technologies like generative AI assist in content generation, keying and masking, making a lot of big-budget, time-consuming items in the past more accessible," notes Onur Can Gulenc, sales manager, Zero Density. This makes the technology accessible even to smaller broadcasters.
Beyond creative enhancements, virtual production offers significant practical benefits. "In broadcast, the reduction of props and set construction, and the optimization of real estate is a significant benefit for televisions," explains Miguel Churruca, marketing and communications director, Brainstorm. The ability to create hyperrealistic environments, integrate data-driven graphics, and manage studio lighting within a single workflow is driving its widespread adoption. The debate between green screen and LED volumes continues, with no clear winner emerging. "There’s an interesting division between customers where some really like to go sort of broadcasting from a room covered with green screen and using our tech exclusively, and others still prefer physical screens and LEDs and relying on real environments," says Steve Taylor, chief product and technology officer, Vizrt.
The advantages extend beyond cost savings and efficiency to encompass improved storytelling and viewer engagement. "Virtual production offers a long list of benefits to broadcasters like reliability, efficiency, integration, enhanced storytelling and visual impact," says Onur Can Gulenc. "Virtual production offers broadcasters tremendous flexibility, enabling them to create and switch between immersive environments quickly and cost-effectively," adds Mike Paquin, senior product manager, virtual solutions, Ross Video. This flexibility allows for creating unique content tailored to different branding and platforms without the limitations of physical sets. The ability to work remotely is also a significant draw. "Everybody that’s actually physically involved in doing events would much rather be doing this from home or local rather than jumping on a plane and then sitting in an OB van," Steve Taylor points out.
Despite the initial investment in tracking systems, LED walls, and infrastructure, the long-term cost benefits are substantial. "There’s an upfront investment — tracking systems, LED walls, and playback infrastructure — but over time, the cost structure levels out," Mathieu Mazerolle explains. The reusability of digital assets across multiple projects contributes significantly to the return on investment. Moreover, the technology continues to evolve, offering even more potential in the future. "What’s exciting is that viewer expectations around visual quality are only going up," notes Mathieu Mazerolle. The integration of tools like Nuke Stage makes Hollywood-level compositing in live feeds a reality.
Successful implementation requires careful planning and consideration of factors such as camera tracking, latency, and color fidelity. "Camera tracking, latency, and color fidelity are always top priorities," stresses Mathieu Mazerolle. Reliable tracking technology is crucial, and advancements have made these systems more precise and user-friendly. The introduction of trackless virtual applications further expands the possibilities. "Reliable tracking technology is essential for the seamless integration of virtual elements for augmented reality, and recent advancements have made these systems more precise and user-friendly," Mike Paquin explains. The focus should be on seamless integration with existing workflows to ensure smooth adoption.
In conclusion, virtual production is not merely a trend; it is a fundamental shift in how broadcasters operate. The technology's ability to enhance storytelling, reduce costs, and increase efficiency is driving its rapid adoption across the industry. While challenges remain, the potential rewards are immense, promising a future of more immersive, engaging, and cost-effective broadcasts.