Cable companies may be feeling the heat from consumers cutting the cord and switching to video on demand streaming services, but the industry is already looking for ways to get the most out of the next big thing : CableLabs, the non-profit research organization of the cable industry, has started to study virtual reality (VR), and CableLabs president and CEO Phil McKinney said during a recent interview that consumer excitement about VR was “off the scale” during field tests.
CableLabs is continuously exploring new technologies for its members, which consist of more than 50 of the biggest cable operators around the world. As part of that work, the organization also regularly tests new tech with consumers to see what spikes their interest.
Some of those recent tests have included 360-degree video experiences optimized for VR headsets, including a Taylor Swift music video as well as some travel and sports content. Those VR experiences got “by far the highest score we have ever seen” from consumers, said McKinney.
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