At NAB Show 2026, Sony is doubling down on virtual production as the bridge between traditional broadcast, cinema, and the rapidly evolving AV landscape. In a conversation with AVNation’s Tim Albright, Jason Metcalfe highlighted how virtual production has moved beyond its film roots and is now reshaping workflows across corporate, house of worship, and enterprise environments.
Sony’s focus this year centers on making virtual production more accessible and efficient. By combining LED volumes, intelligent design approaches like 90-degree corner installations, and real-time off-axis color correction, the company is addressing one of the biggest challenges in LED-based production, color consistency. The ability to correct color shifts in-camera ensures that what viewers see matches the intended output, reducing post-production time and improving overall workflow efficiency.
Another key takeaway is space optimization. Sony showcased how organizations, especially those in space-constrained markets like New York, can produce multiple “looks” or shots within a single compact studio. By integrating robotic camera systems and a mix of cinema and PTZ cameras, including the Venice and FR7, teams can achieve high-end production value with minimal crew. In some cases, a single operator can manage complex productions, signaling a major shift in how content is created in-house.
For AV professionals, the implications are clear: the lines between broadcast, AV, and film production continue to blur. Virtual production is no longer reserved for big-budget studios, it’s becoming a practical, scalable solution for organizations looking to bring production workflows in-house. As Sony demonstrated at NAB, the convergence of AV and broadcast isn’t coming, it’s already here.
Stay up to date with Sony’s latest virtual production innovations. Catch the full interview and more show floor coverage from NAB 2026 at AVNation.tv.
- AVNation Staff
- AVNation Staff
- AVNation Staff
- AVNation Staff
