INTEGRATION OF AR, VR AND XR IN NEWS PRODUCTION: A NEW ERA OF IMMERSIVE JOURNALISM

The article is devoted to exploring the integration of augmented reality (AR), virtual reality (VR), and mixed reality (XR) technologies into the news production process. The relevance of the topic is due to the rapid development of innovative technologies that are transforming the media industry. The aim of the study is to identify the key trends, issues, and prospects for applying AR/VR/XR in journalistic practice. The tasks include: 1) a conceptual analysis of the relevant scientific literature; 2) a critical review of existing practices; 3) an empirical study of consumer perception; and 4) the development of a predictive model for the evolution of immersive journalism. The methodology is based on a comprehensive approach that combines qualitative and quantitative methods. The empirical base includes data from in-depth interviews with experts (n=25), an online survey of news media audiences (n=1500), and a content analysis of media publications from 2018 to 2023 (n=450). The results showed that: 1) audience interest in immersive formats is growing (CAGR 35%); 2) the willingness to pay for AR/VR/XR content has increased by 28% (p<0.01); 3) the main barriers remain the high cost of equipment and the lack of quality content; and 4) in five years, the share of immersive formats could reach 30% of the news market (RL=0.78). The study contributes to the theory of immersive communication by proposing a conceptual model for the integration of AR/VR/XR into media processes. Its practical significance lies in providing recommendations for media companies on creating and monetizing innovative products. Future research may focus on cross-cultural analysis, as well as the development of specific metrics and quality standards for immersive journalism.