The push for the use of 360° narratives comes from the popularization of the phenomenon on networks, especially since 2015. In Spain, the Lab de Radio y Televisión Española has been experimenting with this technology, offering recordings of shows and documentaries and pioneering the recording of the first interactive virtual reality episode of a television series. In order to learn about the characteristics, challenges and difficulties of broadcasting 360° events, this paper takes as a case study the broadcasting of the Goya Awards Gala on RTVE. This is a live event where the most outstanding figures of Spanish cinema during the previous year are awarded. The chosen method is based on a previous interview with two people in charge of the RTVE Lab, who are responsible for the 360o production of the gala. Based on the data collected in the interview, a content analysis model was design...

The push for the use of 360° narratives comes from the popularization of the phenomenon on networks, especially since 2015. In Spain, the Lab de Radio y Televisión Española has been experimenting with this technology, offering recordings of shows and documentaries and pioneering the recording of the first interactive virtual reality episode of a television series. In order to learn about the characteristics, challenges and difficulties of broadcasting 360° events, this paper takes as a case study the broadcasting of the Goya Awards Gala on RTVE. This is a live event where the most outstanding figures of Spanish cinema during the previous year are awarded. The chosen method is based on a previous interview with two people in charge of the RTVE Lab, who are responsible for the 360o production of the gala. Based on the data collected in the interview, a content analysis model was design...

Addressing the presence and development of virtual reality in the professional field is a somewhat complex challenge. It is a current topic in multiple forums and an emerging field, but it has not consolidated a solid theoretical and academic basis on which to base its presence in society, as well as its possibilities in relation to the construction of storytelling, a new look and business models. This article explains the communicative use of virtual reality in the business and institutional spheres. It is proposed through a representative review of case studies the uses of the multimedia format with immersive capacity and virtual reality developed by some institutions, in order to delimit their intentionality to raise awareness, educate, entertain, inform or develop marketing strategies. In the same way, it describes if this format is only a fashion or a strategy to achieve presence of...

Addressing the presence and development of virtual reality in the professional field is a somewhat complex challenge. It is a current topic in multiple forums and an emerging field, but it has not consolidated a solid theoretical and academic basis on which to base its presence in society, as well as its possibilities in relation to the construction of storytelling, a new look and business models. This article explains the communicative use of virtual reality in the business and institutional spheres. It is proposed through a representative review of case studies the uses of the multimedia format with immersive capacity and virtual reality developed by some institutions, in order to delimit their intentionality to raise awareness, educate, entertain, inform or develop marketing strategies. In the same way, it describes if this format is only a fashion or a strategy to achieve presence of...