While AR/VR technology in news reporting isn't new, it was once considered too costly and complex for local broadcasters, but KPIX's successful implementation has now set a new standard.

In September 2023, KPIX-TV in San Francisco launched CBS's first AR/VR studio for news broadcasts, marking a major technological milestone for local TV.

KPIX President Scott Warren explained that the primary goal of the AR/VR studio is to craft immersive storytelling, especially for weather reports, which significantly boost viewer engagement.

Following KPIX's lead, other CBS stations are adopting AR/VR for news and sports, with some stations going fully immersive, indicating a network-wide trend.

Building on KPIX's success, CBS has expanded AR/VR studios to seven major markets including New York City, Los Angeles, and Miami, with additional locations in Atlanta, Detroit, and Sacramento in development.

KPIX remains dedicated to local news, utilizing multiple platforms for distribution and expanding its sports broadcasting partnerships with local teams.

Viewer response has been overwhelmingly positive, especially among younger audiences, despite initial skepticism from older viewers who have come to appreciate the technology.