Network 10 has thrown open the doors to a bold new chapter in Australian television news. On 8 September 2025, the broadcaster premiered its high-tech virtual reality (VR) studio for 10 News Melbourne, marking the country’s first fully immersive VR news environment. The project, anchored in the network’s iconic Como Centre in South Yarra, is being hailed as a transformative leap for live news production.
The debut broadcast was fronted by veteran presenter Jennifer Keyte, who now delivers Melbourne’s weeknight bulletin from a set that blends physical performance space with a 360-degree digital world. For audiences, it is an immediate shift — a bulletin no longer bound by the static backdrops of traditional newsrooms but powered by seamless, adaptive design.
A Green Screen Built for the Future
At the heart of the studio is a full green screen environment. Unlike older iterations of chroma key sets that limited presenters to restricted movements and static visuals, the new system gives Keyte and her colleagues the freedom to move fluidly as real-time graphics adapt around them.
The backbone of this system is the Unreal Engine graphics platform, the same technology widely used in gaming and cinematic production. This allows dynamic set changes mid-broadcast, lifelike data visualisations, and location backdrops that can shift from Melbourne’s city skyline to global news hubs in an instant.
Adding to the innovation are fully automated, remote-controlled cameras capable of executing complex tracking shots previously reliant on large crews. For producers, this means efficiency and precision. For viewers, it creates a more cinematic feel that matches the rapid pace of modern news cycles.
A Strategy Aligned With Global Trends
Network 10’s investment mirrors moves by CBS, its US sister network, which has rolled out similar VR studios across several American cities. Globally, broadcasters are pivoting toward immersive production as audiences increasingly consume video on digital platforms where expectations for visual engagement are higher.
Martin White, Vice President of News at Network 10, emphasised the importance of aligning local coverage with international benchmarks. “It’s a really exciting time here at 10 News. Our local 5pm bulletin is up 9% year-on-year across all markets, and we know how important the Melbourne market is,” he said.
“Victorians love local news, so I’m thrilled we’re able to give them an unparalleled, immersive local news, sport and weather experience with this new technology. Our team is at the forefront of news in this country, and this is just a first step.”
White’s comments point to the dual purpose of the project: to lift viewer engagement in a competitive market while future-proofing operations against shifting audience habits.
From Brownlow Ratings to Digital Delivery
The launch comes at a critical time in the ratings cycle. The Melbourne bulletin competes head-to-head with Nine News and Seven News, both of which dominate in audience share. While Network 10 has long held third position in the nightly news race, the investment in VR is a strategic attempt to redefine what viewers expect from a 5pm bulletin.
Monday’s VOZ ratings showed that sport-related specials, such as the Brownlow Medal count, can still outpace flagship reality shows like The Block. This demonstrates that Australian viewers reward programs that offer event-style television. By creating a studio capable of turning even a nightly news segment into a visually striking broadcast, Network 10 is positioning itself to capitalise on that appetite.
A Look Behind the Set
For audiences, the transformation from raw green screen to the finished broadcast is striking. Internal photos released by the network show Jennifer Keyte seated at a desk surrounded by blank green walls. On-screen, however, the background transforms into a sleek digital newsroom complete with data screens, branded colour palettes, and live graphics.
Producers note that this multifunctional design allows rapid transitions between news, sport, and weather without the downtime usually associated with physical set changes. In practice, the sports presenter can step into a digital stadium while the weather anchor is virtually transported to a 3D satellite map — all within the same studio footprint.
This design also supports special coverage, from election nights to emergency broadcasts, where quick shifts in visuals are critical. The automation further ensures that during live events, directors can execute complex camera movements and visual overlays with minimal human error.
Potential Rollout Beyond Melbourne
With the infrastructure now in place in Melbourne, industry insiders are watching closely to see if the model expands. Adelaide and Brisbane are tipped as likely candidates for similar studios, while Sydney and Perth are expected to continue operating from their purpose-built sets.
The broader question is whether VR technology will become the new standard across Australian television. Historically, networks have been cautious in committing large capital expenditure on newsroom redesigns, particularly amid declining advertising revenues. Yet if Melbourne’s experiment proves successful, it could set a precedent that reshapes how local news is produced nationwide.
Competitive Implications for Australian Broadcasting
The move also places competitive pressure on rivals. Seven and Nine continue to dominate not just in news ratings but also in investment in prime-time entertainment. For Network 10, whose news product has often been seen as secondary to its reality franchises, the VR studio represents a reassertion of news as a flagship brand.
By investing in immersive production, the network signals a long-term commitment to keeping pace with international broadcast standards. It also adds a fresh dimension to its pitch for younger viewers who are accustomed to consuming interactive, visually rich content across platforms like TikTok and YouTube.
Industry Voices and Viewer Response
The launch has generated significant industry chatter. Media analysts note that while VR production is not entirely new, its use in a nightly news context is a bold experiment. “The technology has been proven in gaming and film, but its sustainability in live news will depend on execution and viewer acceptance,” one veteran television executive told TV Blackbox.
Early social media reactions have been mixed but largely positive, with viewers praising the futuristic look while some expressed concerns about the potential for style overshadowing substance. Network 10’s leadership has made it clear that the aim is to enhance storytelling, not distract from it.
The Balance Between Tradition and Innovation
Jennifer Keyte’s presence remains central to the rollout. With more than three decades in journalism, she provides a sense of continuity amid technological change. Her authoritative delivery anchors the futuristic visuals, ensuring that the broadcast retains credibility even as it experiments with format.
For audiences, this balance may prove crucial. Trust in news is built not only on facts but also on familiarity, and the combination of a respected presenter with cutting-edge production may help Network 10 strengthen its bond with Melbourne viewers.
What’s Next for Network 10?
The VR studio is not the endgame but rather the foundation for future innovation. With automation and real-time graphics now embedded, the network has the flexibility to experiment with augmented reality (AR) segments, interactive data visualisations, and even cross-platform integrations with digital apps.
As Martin White hinted, the rollout is “just a first step.” If successful, Australians could soon see similar studios appearing across multiple cities, transforming the national news landscape.
For now, though, the spotlight is firmly on Melbourne. The 5pm bulletin has become a testbed for the future of live broadcasting in Australia — one where the line between physical and virtual disappears, and where the nightly news competes not just with rival bulletins but with the visual sophistication of global entertainment platforms.
Viewers can catch 10 News Melbourne weeknights at 5pm on Network 10.
