TCC Global & The Voice

The Voice became the first major TV format that made the leap to virtual reality after Talpa struck a deal with retail marketing giant TCC Global and DFFRNT Media BV.

Last summer Voice-branded headsets were distributed via major supermarket chains and other outlets TCC works with, allowing consumers to experience what it’s like to perform on stage in front of the panel of judges. 

DFFRNT Media created 360º footage around the Dutch version of The Voice to form that basis of the experience.

It features a number of different levels, unlocked via shopping loyalty points, allowing the user to see what it’s like being back stage, then to be a contestant themselves and step out in front of the audience and perform.

Local versions, featuring the different judges in each territory are planned as the roll-out begins, with deals already agreed in a number of major European markets. The Voice VR allows people to “experience what it’s like being Christina Aguilera.”

This is the first ever TV format to go to VR in this way, especially in combination with a loyalty scheme.