Discovery's Rebecca Howard, SVP of Emerging Platforms and Partnerships, enthused, "VR can immerse you in someone else's life anywhere on the planet and give you an incredible experience you've never had before."
Ted Schilowitz added, "VR is new for everyone. You can live inside it. VR's interactivity and physicality allows for a real body-soul connection to the story."
Who will control creativity?
Variety Co-Editor-in-Chief, Andrew Wallenstein, queried experts if any computer could understand human behavior and taste enough to replace human creativity.
"Analytics is a tool, not a rule," Netflix's Vice President of Content and Marketing Science and Analytics, Kelly Uphoff, responded. "Data analytics is meant to support the creative process, not replace it. We're building tools for decision-makers to use to enhance the work people do. Our filmmakers are excited to geek out with our MIT data scientists. They supply interesting insights that can inspire the creative team."
Anthony Accarado, Director of R&D for the Disney/ABC Television Group, added, "we build tools to help our creatives to better understand their stories."
This cutting edge technology could create whole new relationships between artists and customers as well.
"Music evolves no matter what. It's been a beacon of culture since we first tracked sales of sheet music. And it's the users and artists who determine the direction that music evolves, not the platform they listen on," explained Tim Ganss, Head of Music Intelligence at Spotify, the giant Swedish online music and podcast service with 60 million subscribers worldwide.
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