By: Tom White
In a media landscape dominated by rising budgets, intense competition for attention, and growing demand for fresh content, television is undergoing significant changes. Virtual production, a technology once mainly used in Hollywood blockbusters, is now becoming a critical tool for broadcasters, streaming services, and producers seeking to explore creative boundaries and optimize their economic models.
Gone are the days when producing high-quality television meant building expensive physical sets, managing large crews, and navigating logistical challenges. Today, virtual production enables creators to blend real-time CGI environments with live-action filming in ways that are more cost-efficient and creative. This shift has the potential to alter the economics of content creation and distribution.
“The reality is, traditional TV production economics no longer hold water,” observes Nimrod Harel, CEO and a Co-Founder of virtual production innovator GameChanger. “Virtual production doesn’t merely trim expenses – it redefines the very scope of what’s creatively possible, breaking barriers that have constrained television for decades.”
Leading companies like Netflix, Amazon Prime Video, and Hulu are not just experimenting; they are increasingly incorporating virtual production into their strategies. This technology has the potential to streamline production schedules, expand storytelling capabilities, and reduce costs significantly when adapting content for different international markets. This makes global localization easier and less expensive than ever before.
“Localization used to be the Achilles’ heel of global broadcasting – expensive, slow, and logistically demanding,” Harel emphasizes. “Now, virtual production empowers producers to instantly transform content, visuals, and even language at scale, making ambitious global strategies not just feasible, but profitable.”
This shift is not only impacting traditional broadcasters and streaming platforms but also gaming companies, which are finding ways to bring their popular intellectual properties (IPs) into prime-time adaptations. Shows like The Last of Us demonstrate how gaming franchises can seamlessly transition to mainstream television, amplified by virtual production techniques. GameChanger, for example, expanded into the U.S. market, adapting Playtika’s mobile hit Bingo Blitz into an interactive, visually immersive TV experience.
“Gaming and television have entered a symbiotic era,” says Harel. “Virtual production bridges these industries, allowing gaming companies to visually expand their universes into television seamlessly, affordably, and creatively.”
As the entertainment industry increasingly shifts toward virtual production, it’s not just about keeping pace—it’s about capitalizing on the opportunities this technology presents. For broadcasters, production companies, streamers, and game developers, the ability to deliver visually captivating, innovative content more efficiently can provide a competitive edge in an increasingly crowded market.
Virtual production isn’t just about reducing costs; it’s about enhancing creativity and accessibility. This technology allows for the rapid creation of complex scenes that would have been unthinkable just a few years ago. The ability to combine CGI with live-action filming in real-time gives creators the flexibility to explore new narratives and tackle projects that were once deemed too ambitious or costly.
With virtual production, television creators can minimize the need for elaborate physical sets and outdoor shoots, reducing logistical difficulties. This efficiency doesn’t just improve the production process—it opens up new possibilities for storytelling. Whether it’s through creating entirely new worlds or bringing historical periods to life, virtual production offers an exciting way to engage viewers with captivating visuals and innovative ideas.
Moreover, the versatility of virtual production allows for faster turnaround times, which is a critical factor for television networks and streaming platforms competing for audience attention. Producers can create and adapt content on a quicker timeline, which in turn helps meet the demands of a rapidly changing media environment.
As the entertainment industry continues to evolve, virtual production is emerging as a key player in reshaping the business of television. It allows for more creativity, efficiency, and accessibility, providing creators with the tools they need to bring bold new ideas to life. This is not just about survival in a competitive market—it’s about thriving in a world where the boundaries of television are being constantly redefined.
In the fast-evolving landscape of television, virtual production is not just a tool; it’s a catalyst for reshaping both creative and economic aspects of the entertainment industry. It empowers producers to deliver innovative, high-quality content while cutting through the complexities of traditional production. As more studios embrace this technology, it’s clear that virtual production is the future of television, allowing it to evolve with the demands of today’s fast-paced media world.
