Written by Kianna Best on Apr 30, 2025. Posted in General Interest

Virtual Frontiers- the UK's position in the media production landscape

The UK's media landscape is undergoing a transformative shift, with virtual production at its core. Recent investments, studio expansions, and educational initiatives are positioning the nation as a global leader in this innovative field.​

Image courtesy of Julien Tomeur

The UK's media industry is experiencing a paradigm shift, propelled by the rapid adoption of virtual production (VP) technologies. This evolution is not only redefining content creation but also establishing the UK as one of the frontrunners in the global media landscape.

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Virtual production, which integrates real-time computer-generated imagery with live-action footage, has seen a significant uptick in usage. According to a report by Altman Solon, 40% of current projects are utilising VP tools, with 50% more likely to adopt them in the next 18-24 months. This surge is attributed to VP's ability to streamline workflows, reduce costs, and enhance creative possibilities.

Recognising the potential of VP, substantial investments are being made nationwide. In Scotland, Abertay University launched the £9 million CoSTAR Realtime Lab in Dundee, aiming to drive research and innovation in screen, gaming, and performance industries. Similarly, Belfast is set to welcome Studio Ulster, a £25.2 million facility featuring large-scale VP stages and an integrated R&D centre.

“With the technologies that power our screen-based experiences in film, games and performance rapidly converging there’s an opportunity for companies working in these sectors to diversify their offer, explore new markets and push the boundaries of what was previously thought possible in their sectors," commented professor Gregor White, director of the CoSTAR Realtime Lab on its launch. Bringing together international-quality academic researchers with industry experience and enterprise support, CoSTAR Realtime Lab is a truly collaborative project which will break down barriers for the Scottish creative industries, encourage entrepreneurship and experimentation, and provide a space where innovation can flourish.”

In England, Cube Studio in Berkshire has opened a 6,500 sq ft VP facility, becoming part of the global Vū studio network. This studio offers cutting-edge LED volume stages and aims to empower content creators with the latest technical innovations. ​Just earlier this year, the new studio annouced its partnership with BA Diversity Media and GenB TV, bringing innovative storytelling and state of the art technology to those driving forward Black British TV to the mainstream.

In 2023, professor Peter Richardson, then Head of Virtual Production at Story Futures commented on the UK's "risk losing their R&D advantage if we fail to train the creative teams and companies who will innovate, disrupt and advance virtual production techniques and technologies," a skills gap that still seeks extensive attention to this day.

To combat this, ScreenSkills is leading the development of national training standards for high-tech roles in VP, aiming to ensure the UK remains a global centre of excellence. The initiative is backed by industry giants like Epic Games and Sky Studios, as well as leading educational institutions. ​

As the UK continues to invest in infrastructure and training, it is poised to solidify its position at the forefront of virtual production. By addressing the skills gap and fostering innovation, the nation is not only transforming its media production capabilities but also setting a benchmark for the global industry.