Virtual production is no longer being treated purely as spectacle or novelty – it is becoming a production tool, with clear strengths, clear limits, and a growing body of experience around how to use it well across a range of budgets. IBC365 investigates.
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Branded entertainment: Money, freedom, and audiences unite
As traditional broadcasters battle decreasing budgets and attention spans, brands have come to the fore as collaborators in an increasingly lucrative and creatively fertile strand of the media business.
FRAMES: Automating the archive end-to-end
Despite the availability of hundreds of generative AI tools, pre-production environments are still struggling to find a semantic archive search solution that is technically feasible and effective in the real world. Enter FRAMES.
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IBC Accelerator: Scaling the future of immersive festival experiences
Stepping beyond the screen, this IBC Accelerator project has set out to meld immersive technology and audience interaction into an entirely new form of audience engagement.
Content Everywhere: From AI promise to commercial reality
If IBC2025 was defined by conversations about artificial intelligence’s transformative potential, the past 12 months have been about proving where it can deliver tangible business value. CE exhibitors now describe a market that has become more pragmatic.
IBC Incubator: Connecting context for end-to-end agentic production
After years of AI experimentation, this year, the IBC Incubator plans to birth a single, agentic brain that can hold every bit of a story’s context from conception to distribution.
