by Bob Campbell, Head of Technology

Our expert Bob Campbell, Head of Technology, Strategy and Partnerships delves into the key insights from IBC 2024, reflecting on the evolving broadcast industry, AI’s emerging role and the importance of strategic partnerships in shaping the future of the sector.

The IBC 2024 event has come to an end, and what an incredible few days it were! With our team hosting over 100 meetings with clients, prospects, partners, and potential partners, the show once again proved to be a key opportunity to reconnect, strengthen relationships, and explore the latest industry trends. Our unique approach, offering private boat trips along Amsterdam’s scenic canals, provided an ideal setting to engage in in-depth discussions and build on strategic partnerships in a more focused environment.

One key takeaway from the show is that the broadcast industry is seeing a steady return to form, and we were excited to see the diversity of participants and exhibitors. While the exhibition halls were packed with the buzzwords of the moment—particularly Artificial Intelligence (AI)—there was a lack of specificity in how AI solutions are currently being deployed, and the tangible value they offer. This is something we’re closely monitoring, as navigating AI adoption without clear, robust strategies could pose significant risks for many in the sector.

On a more positive note, we were encouraged by the progress being made with established standards like HbbTV Targeted Advertising (TA), DVB-I, and CI Plus 2.0. These technologies have long promised to reshape broadcast and hybrid TV, and the discussions at IBC indicated that we may finally be approaching real-world deployments that could validate their potential.

Another standout observation was the strong presence of our U.S. partners championing the ATSC 3.0 standard. The recent selection of ATSC 3.0’s PHY layer in Brazil over alternative technologies like Japan’s Advanced ISDB-T and China’s DTMB is a significant milestone. It highlights the standard’s increasing global reach and underlines its growing importance. Additionally, the discussions around 5G Broadcast were notable, with substantial support from key industry stakeholders. It’s clear that this area is gathering momentum and could present interesting new opportunities in the years ahead.

Looking ahead to 2025

As we reflect on this year’s event, it’s clear that IBC remains an unmissable opportunity for industry networking and future planning. For next year, we’re already considering expanding our presence, potentially offering larger boats and more dedicated networking sessions to accommodate the growing interest and create even more valuable interactions.

For those who joined us in Amsterdam, thank you for taking the time to connect with us. If you couldn’t make it this year, we invite you to watch our IBC highlights video below and reach out to continue the conversation—we’re always open to new ideas and collaborations.

Check out the video to relive some of the best moments from IBC 2024!