eMedia is developing a cutting-edge virtual production facility in Johannesburg. It aims to make producing high-quality films, television shows, and commercials more affordable in South Africa.
This joint initiative involves three companies: Madrid-based MR Factory, Singapore-headquartered Whisper World, which operates out of Jakarta, and eMedia itself.
Recently, eMedia and MR Factory invited a group of media professionals from South Africa to Madrid to demonstrate the new technology, with plans for the facility’s launch in Johannesburg for January 2026.
Khalik Sherrif, CEO of eMedia Group, emphasised that the new facility should not be referred to as a studio, as this could create misunderstandings regarding its true capabilities.
While the final name for the facility is still pending due to trademark registrations, Sheriff expressed a commitment to enhancing the viewing experience for audiences, particularly those who enjoy daily soaps and telenovelas, which inspired their partnership with MR Factory.
Founded in 1992 by Óscar Olarte, MR Factory has established itself as a leader in utilising virtual and mixed reality technologies and artificial intelligence in media production.
The company offers a more economical and adaptable alternative to traditional on-location shoots with tools like Unreal Engine and Mo-Sys. For instance, filmmakers in South Africa can produce scenes set in countries like France, Hong Kong, or even ancient Rome without the burdens of costly set construction, travel, or extensive post-production.
“We can deliver Hollywood-quality production at the cost of a daily soap opera,” Olarte remarked.
Central to their services are Chroma key soundstages, a technology that MR Factory pioneered in 1994. Their advancements allow real-time scene composition, creating over 10 minutes of final footage in a single day without post-processing.
According to Unreal, this achievement is extraordinary within the film production landscape. To ensure accuracy, the final renders consider various factors, including lighting adjustments and colour grading.
Moreover, on-set monitors provide directors with a preview of the finished scene, as virtual sets are designed during the pre-production phase.
During a recent live demonstration at their Madrid studio, MR Factory showcased these impressive functionalities. The article includes accompanying photos.
Olarte shared that the Johannesburg facility will rely on substantial computing power and connectivity. After filming a scene, the footage will be swiftly transferred over a 100Gbps local area network to dedicated servers for rendering, eliminating reliance on cloud services.
These servers will include 40 advanced graphics processing units and 42 CPUs. “We will have ample computing power in South Africa,” Olarte stated confidently.
In Johannesburg, Ebrahim and Sherrif have presented videos of the facility’s ongoing construction, with stills provided above.
Sheriff anticipates a gradual adoption of these new technologies among filmmakers. To kick things off, they plan to focus on advertising productions, viewing them as the “low-hanging fruit” since commercials are typically shorter and easier to produce than longer series.
“As we train the industry on the new production methods, we will start with advertising,” he explained. “Only once filmmakers are accustomed to the possibilities will we consider new soap opera pitches, which will be contingent on utilising the virtual production facilities.”
Sheriff concluded, “If you want to collaborate with us, you must embrace the virtual reality landscape.”
