Metaverse and Public Service Media: Redefining Branding and Young Audience Engagement

Public service media is currently undergoing a redefinition process as it strives to establish relevance for its audience within a highly competitive, specialized, and demanding environment. The introduction of new technologies, such as artificial intelligence (AI) and virtual reality (VR), in newsrooms presents opportunities to optimize production workflows and content distribution. Simultaneously, embracing platforms like social media and newly emerging digital environments, including the metaverse, is integral to media innovation strategies. This integration is aimed at appealing to younger audiences and enhancing corporate branding. This chapter explores the current opportunities that the metaverse offers for public service media. It delves into anticipated advancements in the sector, examining both the benefits and risks involved. The exploration encompasses a comprehensive review of initial studies on the subject, an international consultation with experts specializing in technology and the metaverse, and an analysis of the initial experiences and cases of metaverse application in public service media across Europe.