Virtual and augmented reality were on the agenda at SPORTELAmerica today ©ITG

Virtual reality (VR) is five to 10 years away from becoming mainstream but is evolving quicker than those outside of the sports media rights industry may realise, an expert panel claimed here today at SPORTELAmerica.

VR technology is currently being utilised by a growing number of companies and broadcasters, including Eurosport, who hold the Olympic Games rights across Europe.

The South Korean Government is also planning to use VR to show sports such as ski jumping and snowboarding during next year's Winter Olympic Games in Pyeongchang.

Some of the main events at the Games will be filmed on 360-degree virtual-reality cameras.

They will then be broadcast live on compatible headsets as well as in ultra-high definition.

It comes as part of ambitious plans to exhibit cutting-edge technology during the Winter Olympic Games.

But the SPORTEL Tech Panel, comprised of leading executives from the sports media rights world, warned here today that VR remains a long way off from becoming easily accessible for television viewers who watch coverage of sports events from home.

"There is still a lot of work to be done," Chris Wandell, the senior director of media business development at the PGA Tour, said here.

"It will move quicker than we think but it will take a while."

Phil Green, the vice-president of sales at online video technology company Neulion, whose headquarters are in New York, also believes it will be a "few years" before virtual reality is more prominent in the media landscape.

Virtual reality is growing in stature within the global media industry ©Getty Images
Virtual reality is growing in stature within the global media industry ©Getty Images

"We are at a similar stage to 4K [resolution]," he said.

"A couple of years ago, we were talking about 4K and it is only now becoming mainstream.

"We are seeing more and more VR but it is five to 10 years out before it is mainstream."

Eurosport launched a VR mobile application during last year's French Open at Roland Garros, which included daily highlights of the top matches and featured elements such as "shot of the day".

It comprised behind the scenes footage, which was screened in virtual reality in a bid to enhance coverage around the event.

The company have since ventured into sports such as Alpine skiing.

Discovery Communications, who own Eurosport, signed a contract with the International Olympic Committee (IOC) last June.

This saw the Pan-European television sports network become the continent's Olympic broadcaster from this year.

The deal runs from the 2018 Winter Olympics in Pyeongchang to the 2024 edition of the Summer Games, which will be held in either Los Angeles or Paris.