Immersive media: a pathway to keeping stories alive

Barbora Andor Tothova,cinemaowner in Kosice, thought that ekip´s Policy Lab session made her think in entirely new directions.

Immersive media reshaping storytelling

Immersive technologies are reshaping how people experience media, weaving their way into society and the economy. By transporting users into lifelike environments where they feel truly “present,” immersive media transforms how stories are told and experienced.

Through Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR), the broader umbrella of Extended Reality (XR) creates multidimensional spaces for interaction and storytelling. Alongside this rapid evolution, however, come pressing policy challenges related to accessibility, funding, and equitable adoption.

“Cultural and Creative Industries are at the heart of this transformation,” says Laura Galante, EU Public Policy Consultant at Technopolis Group.

Policy challenges facing immersive media and CCIs

The ekip Policy Lab in Košice, Slovakia, explored how research and innovation policies can empower Cultural and Creative Industries to adopt and develop immersive technologies.

Participants highlighted several barriers:

• Shortage of specialized XR skills
• Limited funding for SMEs and experimental projects
• Fragmented distribution channels
• High development costs and lack of scalable models
  

“In particular, the distribution and scalability of XR technologies for CCIs face critical challenges,” explains Laura Galante.

To unlock XR’s potential, targeted policy support, accessible infrastructure, and stronger collaboration between creative and technical professionals are essential.

Building bridges between creatives and technologists

Workshop discussions emphasized the urgent need for shared spaces where creatives and technologists can collaborate.

“We discussed the importance of creating dedicated spaces, such as labs or incubators, where ideas can be developed into market-ready projects,” says Laura Galante.

Participants also stressed the need for facilitators who can bridge communication gaps, align expectations, and provide access to resources across sectors.

Uri Aviv, arts producer and curator, highlighted the importance of spaces like ekip Policy Lab in bridging gaps between disciplines. Fields like tech innovation and arts often operate in silos, missing opportunities for collaboration and growth.

XR as a lens to imagine the future

Uri Aviv, arts producer, curator, and co-founder of Utopia in Tel Aviv, described immersive media as a powerful lens for examining the future.

“Science fiction fuels my imagination and inspires my work, offering a way to explore the relationship between future and present.”

He emphasized that stability is critical for innovation particularly for small companies and experimental initiatives.

“A smaller but stable allocation over five to seven years is often more valuable than a single large grant,” Uri Aviv explained.

Immersive media as a lifeline for independent cinemas

For Barbora Andor Tothova, owner of a cinema in Košice, immersive media represents a lifeline rather than a luxury.

“For cinemas in smaller regions, these technologies are an opportunity to survive and evolve.”

XR technologies could enable inclusive programming, from sign-language avatars to experiences tailored for neurodivergent audiences, visually impaired viewers, and older generations.

A fragile ecosystem, but a glimmer of hope

Despite political instability and limited national support for culture and technology in Slovakia, European programmes offer hope.

Initiatives like Creative Europe provide opportunities, though access requires project management skills, time, and expertise resources often scarce for small organisations.

Still, immersive media offers a powerful pathway forward.

“By working together across borders and disciplines, we can ensure the survival and evolution of independent cinemas,” says Barbora Andor Tothova.