Virtual production in news media: Transforming storytelling, audience engagement, and ethical practices in the digital age

This study examines the transformative potential of Virtual Production (VP) technologies within news media organizations. By leveraging tools such as real-time game engines, LED walls, and Extended Reality (XR), VP redefines storytelling, enhances audience engagement, and alters journalistic workflows. This research focuses on case studies of innovative media organizations that have integrated VP, analyzing its impact on immersive journalism practices, audience interaction, and ethical considerations. The qualitative thematic analysis reveals how VP fosters participatory news consumption, aligns with the expectations of digital-native audiences, and addresses the complexities of integrating AI and blockchain tools in production. Findings highlight VP’s capacity to democratize content creation and promote inclusivity while also discussing the challenges of infrastructure investment, energy consumption, and accessibility. This paper offers a roadmap for news organizations to adopt VP technologies, emphasizing their role in shaping the future of journalism in the digital age.