Virtual, real or virtual? reality for European public media M s de la mitad de los medios p blicos europeos a n no han tomado iniciativas en torno al v deo 360 o la VR/AR, siendo en la mayor a de los casos pruebas relacionadas con v deo 260 (49%), realidad virtual (19%) y realidad aumentada (7%).
Madiana Asseraf, directora de estrategia y desarrollo de medios de la Uni n Europea de Difusi n (UER/EBU), ha participado en el Observatorio de Realidad Virtual que tiene lugar en el Polo de Contenidos Digitales de M laga organizado por Medina Media con Panorama Audiovisual como media partner, compartiendo la posici n de los broadcasters p blicos ante la realidad virtual.
La UER est explorando nuevas formas de contenido para conectar con todos los grupos de audiencia intercambiando y compartiendo experiencias y contenidos entre los 73 broadcasters de 56 pa ses en toda Europa y el rea mediterr nea.
Todav a estamos experimentando en realidad virtual lanzando peque os productos como complemento de contenidos en canales principales de cara a testar c mo funciona , ha comentado. En este momento, m s de la mitad de los medios p blicos europeos a n no han tomado iniciativas en torno al v deo 360 o la VR/AR, siendo en la mayor a de los casos pruebas relacionadas con v deo 260 (49%), realidad virtual (19%) y realidad aumentada (7%).
Pero, qu lleva a los medios p blicos a invertir en 360/VR? Descubrir oportunidades infinitas para contar historias y experimentar para aprender lo m ximo posible sobre el medio. Sin embargo, las principales dudas se plantean ante la falta de herramientas, visi n y habilidades; la calidad no es ptima; el mercado cambia demasiado r pido; el retorno de la inversi n es incierto; y existen problemas con la distribuci n , afirma Asseraf.
Paralelamente, a su juicio, faltan aplicaciones para crear de forma sencilla contenidos 360 y AR/VR. En la mayor a de los casos, las televisiones p blicas est n acudiendo a productoras especializadas en v deo 360 y VR para poner en marcha este tipo de experiencias. Los informativos, la ficci n, el deporte, y los eventos musicales directo son los principales contenidos con los que los broadcasters europeos est n experimentando con estas nuevas t cnicas.
Hay consenso sobre el potencial, pero a n hay muchas cuestiones sin responder. La cuesti n no es invertir en realidad virtual sino cu ndo invertir , ha subrayado.
La RV nos ha hecho reinventar la manera de contar historias pero a n debemos analizar cu les funcionan mejor en realidad virtual, c mo de interactivas han de ser, hacia d nde atraer la atenci n del usuario y, c mo distribuir estos contenidos , destaca Asseraf.
Los retos para el futuro, seg n la directiva de la UER, son entender la audiencia, mejorar la calidad de los productos, explorar la web-VR, encontrar patrocinios y nuevos modelos de negocio y experiementar con realidad aumentada y mixta.
Por ltimo, Asseraf ha querido destacar en su intervenci n en este Observatorio de Realidad Virtual el trabajo extraordinario que el equipo de RTVE est haciendo en realidad virtual, siendo pioneros entre las televisiones p blicas .
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Virtual, real or virtual? reality for European public media M s de la mitad de los medios p blicos europeos a n no han tomado iniciativas en torno al v deo 360 o la VR/AR, siendo en la mayor a de los casos pruebas relacionadas con v deo 260 (49%), realidad virtual (19%) y realidad aumentada (7%). 
