NBC, Verizon partner for 360-degree livestream of Macy's Thanksgiving Day Parade

Viewers will be able to get up close and personal with the Macy's Thanksgiving Day Parade this year. Image: Anthony Quintano/Flickr

NBCUniversal and Verizon are teaming up to host a 360-degree livestream of the Macy’s Thanksgiving Day Parade.

The livestream, hosted by Olivia Culpo and Marlon Wayans, will be available on Verizon’s YouTube page beginning at 9 a.m. EST on Nov. 24. The companies are using five “strategically placed” 360-degree cameras along the parade route and will allow viewers to livestream from different angles.

The livestream will be accessible through the YouTube mobile app or any other connected device with access to YouTube. The experience is being produced and curated for audiences, meaning viewers won’t be able to control the viewing angle.

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The livestream will be promoted through live mentions in NBCUniversal programming, social posts, and advertising running across the networks of NBCUniversal’s portfolio.

“We are always looking for new and creative ways to transform the way content is delivered to consumers,” said John Nitti, chief media officer for Verizon, in a statement. “With this partnership, we are providing a front row seat to the parade regardless of where you are. By leveraging the latest technology, the 360 Livestream offers an immersive experience coupled with curated programming, and brings a first-of-its-kind experience to consumers on Verizon’s YouTube page.”

RELATED: New York Times, Samsung partner to create daily 360-degree video content

NBCUniversal’s and Verizon’s plans for the Macy’s Parade come along as more media outlets are engaging in initiatives surrounding more immersive content.

The New York Times recently announced a partnership with Samsung to produce new 360-degree content every day for its Daily 360 news platform.

Last week, Discovery Communications announced it had hired Rebecca Howard to lead strategy, programming and production for its Discovery VR brand portfolio, while also pushing social initiatives and partnerships alongside Discovery’s U.S. networks leadership.

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