Home Box Office, Inc. (HBO) and Discovery Communications just bought into next-gen media with OTOY, a cloud graphics company that specializes in 3D environment rendering. OTOY, Inc. said that the investment from HBO and Discovery will go towards producing “original holographic content” for both cable networks.

So, what exactly does OTOY do?

OTOY develops technology that makes it possible to create real-time, lifelike 3D environments. This is different from pre-rendered content viewed on VR headsets. OTOY would make such content more lifelike by streaming from the cloud.

OTOY is already working with HBO’s Jon Stewart to develop content for HBO. “OTOY is unbelievable! It’s a limitless mind-blowing creative platform,” says Stewart.

President of HBO Programming Michael Lombardo said that “HBO prides itself on being at the forefront of entertainment, both in the exceptional content we produce, and in the ways we bring that content to consumers.”

OTOY is also creating AR and VR content for DiscoveryVR, which is already available on Google Play and the Apple App Store.

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