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18 May, 2013 - 15:01 By News Desk

Cambridge team creates virtual studio for Expressen

Expressen, the Swedish tabloid newspaper, is the latest major news provider to launch a video channel using a virtual studio

A video production company in Cambridge has plugged into a global boom by switching news providers onto their own video channels using virtual studios.

Expressen, the Swedish tabloid newspaper, is the latest major news provider to launch a video channel using a virtual studio – created by the team at VirtualStudio.TV. Expressen will use their own studios for a range of political broadcasts and also commentaries, including Primetime, which runs four evenings a week to discuss the key stories of the day.

More and more news and TV programmes are choosing to ‘go virtual.’ Virtual reality environments are becoming commonplace at the BBC, Fox News, ESPN, Al Jazeera, Sky Sports and ITV. Simon Malone, managing director at VirtualStudio.TV, said: “We’re one of the few companies in Europe that make virtual studios from scratch for news and online broadcasters. We have just finished work on a range of virtual studios for Expressen.

“Virtual environments mean that broadcasters can be as ambitious as they like in the style of their studio, without having to commit to something that’s not only permanent but potentially very expensive.

“Recently we’ve been approached by a number of news and internet TV companies who are looking to commission bespoke virtual studios. It seems news stations want to be able to modify their image as their content and tone evolves – and having a virtual studio is a great way to do that.”

With many news stations seeking to use single studios for multiple programmes, high quality virtual environments are sought after for their flexibility and adaptability. Multiple colour and style variations can often be created from a single template, allowing broadcasters to switch between different studios and programmes at the touch of a button.

Newspapers and also internet-only broadcasters see virtual studios as an attractive means of resolving space and time restrictions, allowing them to produce professional news broadcasts without the big studio budget.

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