The upcoming ISE 2025 in Barcelona is expected to highlight the ongoing convergence of audiovisual (AV) and broadcast technologies, marking a significant shift in both sectors. This trend was reinforced at last year's International Broadcasting Convention (IBC), where the emergence of ‘AV broadcast’ attracted visitors and exhibitors who traditionally focused on either AV or broadcast alone. With more broadcast companies set to exhibit at ISE 2025 than in previous years, this crossover is becoming increasingly evident.
Among the notable exhibitors are established names in broadcasting technology such as Grass Valley, Solid State Logic (SSL), Calrec Audio, MultiDyne, RTW, Telos Alliance, and Cobalt Digital. These companies, known for their expertise in camera systems, mixing consoles, and audio/video processing, are eager to engage with this burgeoning market.
The AV Broadcast Summit, scheduled for 5 February, will feature discussions chaired by industry veteran Ciarán Doran and will explore how this crossover influences content production for both brands and corporate clients in AV and broadcasting. The summit will cover a range of innovative technologies that have transitioned into the AV space, including virtual studios, augmented reality (AR), streaming capabilities, and the utilization of the cloud. Doran noted, “At ISE 2025 we will see a significant increase in exhibitors from the traditional television broadcast market... because more brands and corporates are creating and delivering their own content.”
Keynote speaker Louis Hernandez, CEO and founder of Black Dragon Capital, will delve into how his firm is collaborating with Grass Valley to support both pro AV and AV broadcast market customers. Doran believes that companies producing high-quality goods, particularly in sports and fashion, are driving this convergence as they seek to leverage professional broadcast technology to enhance their brand presentations.
Michael Blackman, managing director of ISE, reflected on the momentum gained in merging AV and broadcast into a new category termed “AV broadcast.” He stated, “We are seeing this through the integration of broadcast-quality video production tools... into AV systems.” Tom Morrod, research director at Caretta Research, provided insights into the market growth, noting that the AV broadcast sector is expected to grow at a faster pace than traditional broadcast markets, forecasting a growth rate of 5.3 percent in 2024 compared to 1.8 percent for conventional media companies.
Sean Wargo, vice president of market intelligence at AVIXA, indicated that the shift toward video as a preferred medium in enterprise business is fuelling this convergence. He remarked, “This clearly began prior to the pandemic... but was solidified as we went through it.” The increase in video content produced by corporate entities, driven by changing workforce dynamics and consumer behaviour, underscores a new market landscape.
Joyce Wang, a lead market analyst at Futuresource Consulting, echoed the sentiment that video communications have become essential in both business and personal settings. She highlighted the necessity for improved video content quality, prompting sectors like corporate entities and educational institutions to adopt broadcasting technologies. Wang explained, “AV can benefit from leveraging broadcast-grade equipment... as a result, the influence between broadcast and AV is a two-way street.”
The crossover between AV and broadcast technology, although not new, has gained significant traction since the late 2000s. Gustavo Robles, sales director of IP intercom and mixing console manufacturer AEQ, noted, “AEQ’s booth for ISE 2024 was oriented not only to show intercom... but also for new ones from broadcast that are quite common now.” Companies like Glensound and Lawo, which have historical roots in broadcasting, have also begun to explore and expand into the AV market, designing products tailored for both sectors.
As observed by Liam Hayter from Vizrt, demand is increasing for systems that blend traditional broadcast features with AV. Firms are now looking to invest in production systems that not only cater to internal communications but also enhance external communications. The integration of advanced technologies and innovative practices across AV and broadcasting sectors will undoubtedly be showcased comprehensively at ISE 2025, demonstrating the robust evolution of these intertwined markets.
With both sectors adapting to the changing technological landscape, ISE 2025 promises to offer deeper insights into the future of AV and broadcasting, highlighting how they are becoming increasingly interdependent in meeting the demands of modern content production and distribution.
Source: Noah Wire Services