Expert Takes: Claire Enders CBE

Why do you think the broadcast, entertainment and advertising sectors will integrate the metaverse into their business strategies in 2024?

Immersive interactive worlds are becoming the forefront of the entertainment experience for many, par- ticularly the generation now coming of age, who are already natives to Fortnite, Roblox and Minecraft. As those audiences mature the impact will be profound, and a reason for our established media, be it broadcast tele- vision, film, or the advertising industry that supports so much of our entertainment ecosystem, to explore and understand what that impact will be.

You have been a vocal advocate for the role of media in a democracy. How do you think the metaverse will affect that?

This isn’t our first technological transition, and in the past we haven’t always protected those things we value most. We know people want, need and value distinctive local content, that is relevant to them. Creative institutions with more than purely commercial objectives, with a mandate for public service, are a vital part of the media ecosystem, helping to promote democracy and the flourishing of humanity. Their presence in these online experiences and on many different platforms is vital.

Where do you think the UK stands in terms of supporting and developing emerging technologies such as AI and the metaverse? Is it well placed to seize the opportunity?

We have seen early experimentation from some businesses in our sectors. Yet immersive interactive worlds continue to evolve and grow, so this is the time to figure out what kind of user offerings work, and advocate for plurality, fair access and protections for the values that matter to us. There is opportunity: if we get this right we can build a fairer, more democratic technology sector, and bring the world-class entertainment and brands that the UK has to offer to a new global audience.

This interview is from our first opus, released in June 2024. You can read the full opus here on our website.