Metaverse Technology and Its Impact on the Evolving Landscape of Communication and Media: A Future Outlook for Lebanese Satellite Channels

Abstract

The current research aims to forecast the impact of Metaverse technology on the ever-evolving landscape of communication and media, specifically focusing on Lebanese satellite channels. This study seeks to forecast how Metaverse technology will influence the media industry in Lebanon by envisioning a future where local satellite broadcasting channels incorporate this technology. Utilizing a quantitative, positivist, and deductive research methodology, this study employs a survey to collect insights from 100 professionals and employees belonging to six Satellite channels and classified into five classes. Respondents were selected conveniently based on their willingness to participate and they were equally distributed among the five classes. Data were input on the Statistical Product and Service Solutions (IBM SPSS version 26.0). A descriptive analysis was performed and a T-test analysis was conducted. The findings suggest that, despite varying opinions on the timeline of its widespread adoption, Metaverse technology is poised to play a significant role in communication and media, especially within satellite channels. Results lead to varying degrees of preparation, awareness, and readiness to take advantage of the full benefits of adopting the Metaverse technology. It is expected to introduce dynamic changes, including interactive and immersive content experiences, and offer audiences new ways to engage with media. These findings support the recommendation that Lebanese satellite channels should prepare for this transformative shift by investing in Metaverse technology, focusing on staff and audience education and engagement, and exploring collaborations with technology providers.