USA Today will produce “the first branded news experience presented in virtual reality,” the company announced Thursday. “USA Today Network has been a pioneer in virtual reality storytelling and a leader in the news space with award winning VR content,” said Joanne Lipman, Gannett’s chief content officer.
Dubbed VRtually There, the new VR original programming will debut this Spring with a “variety of regularly scheduled segments.” There will also be advertising units available in VR.
“We are excited to work with innovative brands and agencies to invent VR advertising products and virtual branded content experiences, said Kevin Gentzel, USA Today Network’s chief revenue officer, in a statement. “The USA Today Network’s commitment to storytelling, utilizing VR, sets us apart in the news media space.”