NBC will add 360 degree video coverage to its live telecast of the annual Macy’s Thanksgiving Day Parade.

The 360 degree content will be added to a YouTube channel, although transmission might be limited to Verizon subscribers. Verizon is a sponsor of the parade which this year is celebrating its 90^th Anniversary.

“We are always looking for new and creative ways to transform the way content is delivered to consumers,” said John Nitti, chief media officer at Verizon, quoted by trade publication Broadcasting & Cable. “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 live stream offers an immersive experience coupled with curated programming, and brings a first-of-its-kind experience to consumers on Verizon’s YouTube page.”

Typically some 3.5 million people line the parade route which comes complete with its famous giant inflatable balloons.

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