“The reason why trust in the media is almost at an all-time low,” explained Mark Melling, head of RYOT Studio EMEA, Verizon Media, “is because it’s harder for individuals to distinguish between what is trustworthy content and what isn’t.”

Melling was speaking at RYOT Festival: The Future of Storytellers, an event showcasing the storytelling capabilities of immersive tech delivered by 5G. The event also explored the burning question of the moment: why do consumers and advertisers trust the media industry less than at any time in recent history – and what can the industry do about it?

Read the full Campaign article here.