CBS Texas Debuts AR and VR-Enhanced Studio
CBS Stations has introduced its eighth studio equipped with Augmented Reality (AR) and Virtual Reality (VR) technology at its Dallas-Fort Worth outlet, CBS Texas (KTVT CBS 11). This milestone marks the first deployment of such a facility in the Dallas-Fort Worth region, as part of a broader strategy to integrate cutting-edge visualisation tools into its local news operation.
The new AR/VR platform will make its on-air premiere on Monday, 23 June at 17:00 local time, during the CBS News Texas broadcast. First Alert chief meteorologist McKenna King will lead the inaugural immersive weather presentation, employing the system’s capabilities to deliver an engaging and visually compelling forecast.
Covering approximately 20,384 cubic feet, the AR/VR-enabled studio is designed to transform storytelling by marrying high-fidelity graphics with real-time data. Audiences can expect hyper-realistic weather renditions, from storm-tracking simulations to three-dimensional atmospheric models, providing clearer insights into complex meteorological phenomena. Beyond weather, the environment supports diverse content, ranging from interactive graphics for investigative reports to virtual scene settings for community stories.
The installation aligns with CBS Stations’ ongoing investment in technological innovation aimed at enriching local journalism. According to Jennifer Mitchell, President of CBS Stations and CBS News and Stations Digital, the expansion of AR/VR capacity exemplifies the network’s dedication to enhancing viewer engagement and reinforcing its service to regional audiences. By integrating immersive tools, CBS seeks to broaden its storytelling palette and deliver information in formats that foster greater comprehension and retention.
At the station level, Raquel Amparo, President and General Manager of CBS Texas, highlighted that the adoption of AR/VR represents a strategic evolution following a year of newsroom transformation. Recent initiatives have included refreshed broadcast formats, brand updates, and the establishment of a multiplatform coverage framework. The addition of the new studio is viewed as a natural progression that will support the delivery of more meaningful content to viewers across North Texas.
Previously, CBS Stations rolled out similar AR/VR studios in key markets including New York, Los Angeles, Chicago, Philadelphia, the San Francisco Bay Area, Denver, and Miami. The successful integration in these metropolitan centres has demonstrated the technology’s versatility across varied content types, ranging from weather and sports analyses to in-depth community features, paving the way for the Dallas–Fort Worth installation.
Industry observers note that AR/VR studios have become an important differentiator for broadcast outlets, offering compelling visual narratives that traditional studios cannot replicate. By immersing viewers in simulated environments, stations can illustrate scenarios, such as the path of a hurricane or the impact of urban development, more effectively than with static maps or charts. Early feedback from markets that have implemented the technology indicates increased viewer satisfaction and higher engagement metrics during segments utilising AR/VR.
The Dallas-Fort Worth studio is outfitted with advanced tracking cameras, gesture-recognition controls, and a high-resolution LED volume, enabling presenters to interact fluidly with digital elements. This setup ensures seamless integration of virtual objects and real-time data overlays, allowing for dynamic transitions between physical and digital cues. Technical teams at CBS Texas have undergone specialised training to operate the system, ensuring that production workflows accommodate both live broadcasts and pre-produced segments.
With the launch in Texas, CBS Stations continues to position itself at the forefront of broadcast innovation. The network’s commitment to adopting AR/VR technology underscores a broader industry trend towards immersive storytelling, aiming to meet evolving audience expectations for richer, more interactive news experiences. As CBS Texas embarks on this new chapter, viewers can anticipate more engaging content that leverages the full potential of augmented and virtual reality.
