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Former Sky exec opens VR Factory

giselleFormer Sky Arts and Sky 3D boss John Cassy has launched Factory 42, a new virtual reality studio.

The new content company has its first commission, a VR experience based around the English National Ballet’s upcoming production Giselle.

Cassy (pictured below, left) ran the Sky Arts channel and oversaw the rollout of Sky’s 3D TV service in the UK.

cassy smithHis new company will work across TV, film and games, using virtual reality and augmented reality.

The Sky alum has partnered with Dan Smith on the Factory launch. He made VR film FlySpy, and won a BAFTA for David Attenborough’s Natural History Museum Alive.

As well as working with channels and broadcasters, it will also create VR experiences for brands and advertisers. The funding model for VR is not yet established, with Sky among the traditional TV players experimenting in this area.

“We’re hugely excited about opportunities that bleeding edge immersive technologies are offering to tell stories in new ways and create extraordinary experiences for viewers,” said Cassy.

Neil Graham, executive producer Sky VR Studio, added: “The Factory 42 team have a pedigree in creating some of the most innovative and quality content – we’re delighted to partnering with them to create a thrilling addition to our new app.”