Producers issue VR warning

MIPDOC: Virtual reality risks going the same way as 3D TV if the quality and quantity of content isn’t able to keep up with the technology’s recent hype, execs have warned.

L2R: Anthony Geffen, Thomas Wallner, Wolfgang Bergmann. Photo: SWpix.com

Speaking on a panel at Mipdoc in Cannes today Anthony Geffen, CEO and creative director of Atlantic Productions in the UK, and Wolfgang Bergmann, CEO of broadcaster Arte Germany and head of Arte/ZDF, agreed the medium had tremendous potential but currently suffers from a dearth of quality content.

Geffen, a pioneer in the 3D space, who recently launched Alchemy VR as an offshoot of Atlantic to produce virtual reality content, said longer form content was required urgently.

“It’s a difficult thing to cost and that frightens people off,” he said. “The BBC and others are at research and development stage and the sooner they get out of that into commissioning the better.

“What we need is proper films. The real danger, particularly in the US, is everybody is making one- and two-minute things. To get this thing really alive we need longer form. It’s fun to see yourself jumping off the Grand Canyon but the audience wants a proper story in this medium.”

Atlantic is currently touring the world’s museums with a David Attenborough-fronted exploration of the Great Barrier Reef in VR and Geffen doesn’t see a problem with audiences having to sit in headsets for a prolonged period of time. “People will seek out good stories,” he added.

“We’ve done a lot of tests, the sickness factor which once was a big thing is down to one per cent. We’re in a good space, we just need good content. The worry is it will follow 3D – although the two things are very different – and we’ll be sitting here next year asking what happened to VR? It’s important we get some good experiences so people will say ‘wow’.”

Bergmann, who heads up broadcasters Arte Germany and Arte/ZDF, concurred, with his channels a rarity in broadcast circles for actually investing in VR content currently.

The German believes the technology is being hyped up too soon, before broadcasters and producers have had a chance to explore its best use and full potential.

“My fear is the hype, technical development and high investment being done all over the world will speed up the whole thing up and the situation overheats,” he said. “We are at an early stage where we should have time to think, experiment, learn and move in the new space.

“We are only our very first steps to see what is possible.”

To read a series of in-depth viewpoints from some of those at the cutting edge of virtual reality content development, including Anthony Geffen, pick up the Spring edition of C21’s FutureMedia magazine in Cannes.