Virtual reality (VR) will be given special emphasis at this year’s MIPTV, held in Cannes, France, from April 3-6. President of Viveport at HTC Vive, Rikard Steiber, will be giving a keynote address on the different content arising from VR production. With Viveport, HTC has created a VR app store, which will soon be introducing a subscription model for VR. In addition, the rest of the conference program will include a number of panels addressing virtual reality and its potential as a popular medium, and its place in the marketplace.