As Broadcast Stations face pressure to reduce big capital expenditures and boost revenue with more newscasts, a growing number of U.S. news operations are addressing the problem with virtual sets. This is a notable evolution from the recent past; most of the demand for virtual sets has come from larger broadcasters or channels outside the U.S."We are starting to see a trend where a lot of mid-sized and smaller markets are looking to adopt virtual sets to give them the flexibility they didn't have with hard sets," says Shaun Dail,VP of sales and marketing for North America at Orad, which has been approached by a number of smaller-market stations considering the technology over the last three months. "That is a big switch from the past."In one such case, the Morris Television Network stations have deployed virtual sets at its ABC affiliate WWAY in Wilmington, N.C., and at Fox affiliate WXXV in Gulfport, Miss., with plans to install them at additional stations in upcoming months.
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