The way viewers consume content has undergone significant changes, with traditional TV offerings being complemented by on-demand, mobile, and gaming platforms. The Dutch media sector aims to further stimulate these changes through the use of technologies such as virtual and augmented reality and gaming, thus providing viewers with even richer stories and immersive experiences, for example, through the mixed reality headsets currently being developed by companies like Apple. To enable this, the media sector has joined the Creative Industry Immersive Impact Coalition (CIIIC), which has submitted a funding proposal of EUR 275 million to the National Growth Fund.

The Dutch media sector believes that the country can play a leading role in the development and production of immersive content, resulting in improved viewing experiences and positive economic impact. However, achieving this requires significant efforts and investments in the knowledge and skills of employees. Additionally, it is important to gain a better understanding of the effects of immersive content on users. Given the rapid technological advancements and the presence of foreign players in the Dutch market, it is crucial for the Dutch government and the creative sector to take the right steps quickly.

Prominent Dutch media companies, including Banijay Benelux, ITV Studios Netherlands, Fremantle Netherlands, Talpa (all members of the Association of Dutch Content Producers), MediaMonks, EMG, and NEP, have collaborated on this proposal as part of a joint innovation agenda. Their combined experience in content creation, production, and distribution, as well as their access to an extensive international network, greatly contribute to the success of the CIIIC program.

Arno Otto, chairman of the innovation agenda from the media industry, states, "Although our country may be small, we are internationally known for developing and producing groundbreaking, high-quality, and innovative content. New concepts driven by technological advancements, which offer much richer experiences in informing or storytelling to viewers, will be developed in the IX Lab in Hilversum and other Dutch cities. However, there is still much to be done if we want the Netherlands to continue playing a leading role. As a media sector, we see CIIIC as an important program to bring together the Dutch creative, media, and gaming sectors and elevate Dutch content development to an even higher level."