IBC is right around the corner, and with the continued convergence of sectors, LIVE is on hand to provide this year’s pro AV highlights
Words Verity Butler
As the team here at LIVE gears up for the busy period otherwise known as ‘the great IBC build-up’, we look to this year’s show with a clear mission: to identify the AV tools and trends increasingly proliferating the show’s floor.
Cunningly dubbed ‘AV broadcast’, this distinct overlap is growing nearly twice as fast as traditional media tech – at 2.9% CAGR versus 1.8% between now and 2027 – according to IABM and Caretta Research.
If one thing was clear from our first foray to the show in 2024, the market for media and entertainment technology is far from confined to those producing for television and cinema screens. From the ever-expanding growth of the creator economy, which sees social media influencers building broadcast-level mini-studios and teams, to education, houses of worship and corporate sectors looking to sophisticate their workflows, AV has never been more in demand.
Sports clubs and leagues are cutting out the broadcaster to stream video direct to fans – and brands are too.
This pervasiveness of digital surfaces and media technology in almost every facet of modern life has enabled this convergence, and the increasing pro AV demographic of talks, exhibitors and visitors at IBC only works to emphasise this further.
If you want to make a beeline for the talks and booths giving voice to the broadcast AV conversation at this year’s show – look no further.
IBC 2025 will be held on 12-15 September at RAI Amsterdam
Though many of the talks at IBC centre around broadcast and production, there are still an array that directly link to pro AV and live event production. Here are some you won’t want to miss.
CTO RoundTable Unlocking potential: Adopting & adapting the new tools of the trade
10.30-11.30am, Conference Room 1
Traditional broadcast infrastructure has given way to much more flexible, intelligent and sustainable systems. But the industry transformation goes far beyond just updating equipment as broadcasters fundamentally rethink how they create, deliver and monetise content in an era where viewing habits change as quickly as the technology enabling them. This panel includes speakers from Warner Bros Discovery, Paramount and ITV.
Panel: Is this the end of advertising as we know it?
4.30-5.15pm, Conference Room 1
The media landscape is changing and traditional advertising players will get squeezed unless they can successfully implement technological, business-model and business-design innovation. Panel includes speakers from WPP, Little Dot Studios, Fox Advertising and Google.
Media 2025: Winners and losers in the new content ecosystem
10.15-11.15am, Conference Room 1
The winners will be those who adapt to evolving audience needs and innovate using emerging technologies while still maintaining their core strengths. Speakers include representatives from ProSiebenSat.1 PULS 4 and Fremantle Media International.
Advances in video: AI encoding, avatars and immersivity
1.45-3.15pm, Technical Papers Room
Video is at the heart of our industry, and this three-paper session presents impressive and compelling technical advancements spanning encoding, AR/VR/XR and immersivity. Speakers at the session will hail from Imax, Qualcomm and Japan Broadcasting Corporation.
Reconfiguring an established media ecosystem by embracing disruptive innovation
12.30-1.15pm, IBC Showcase Theatre
One of the largest media conglomerates in the Arabic region, United Media Services (UMS) will discuss its strategy to embrace disruptive and emerging tech to drive vital new approaches to the evolution of media, serving audiences with trusted, compelling, highly entertaining and innovative services.
The Accelerator Zone at last year's event in the Netherlands
There has been an industry-wide funnelling of top-tier broadcast and production tools into the AV sector. Here are some booths at this year’s show that feature companies pioneering this shift.
PTZ Optics
Stand 1.BO7
PTZ Optics is a US-based company that manufactures robotic pan, tilt and zoom video cameras. With a variety of cabling options, network connectivity and remote-control capability, PTZ Optics cameras are ideal for video production and livestreaming applications.
Infiled
Stand 3.B61
Infiled is a leading high-tech enterprise that specialises in developing and manufacturing large LED displays. It offers high-performance solutions adapting to the diverse needs of various applications, including rental, corporate, control rooms, XR and virtual production.
DirectOut Technologies
Stand 8.D65
Directout specialises in developing pro audio connectivity, networking and bridging solutions for broadcast, studio, live and installed sound applications. The company’s solutions help build bridges between systems based on different audio formats, such as MADI, Soundgrid, Dante and Ravenna.
AJA Video Systems
Stands 2.G106a, 2.G107a and 7.B19
AJA Video Systems is an innovator for the broadcast, cinema, pro AV and post-production industries. Its solutions provide both powerful and flexible video interfaces and conversion technologies, alongside state-of-the-art digital video recording solutions, advanced colour management tools and cutting-edge remote production technology.
Astera
Stand 12.F33
Astera develops lighting solutions for the film and event markets and has been at the forefront of lighting technology ever since the mid 2000s. Renowned for its battery-powered, remote-controlled LED lights, Astera has solidified its reputation as a key player, known for setting high standards in innovation and reliability.
Birddog
Stand 7.C13
Birddog is redefining what’s possible in live video – from world-class broadcast studios to content creators on the move. Built upon its true broadcast DNA and powered by NDI, Birddog offers a complete ecosystem of tools trusted by TV networks, houses of worship, educators and streamers alike.
Neumann
Stand 8.D50
Since 1928, the name Neumann has been synonymous with perfect sound, pioneering innovation and uncompromising quality. With the introduction of its first audio interface MT 48 and its revolutionary converter technology, Neumann now offers all the necessary technologies to capture audio in reference quality, from sound recording and sound reproduction.
Brainstorm
Stand 7.C39
Brainstorm’s advanced yet user-friendly products meet today’s rapidly evolving broadcast and AV market requirements by providing state-of-the-art 3D graphic, VP, XR, AR and virtual studio solutions. With more than 3000 installations around the world, its client base includes many of the biggest global broadcasters, as well as smaller and regional stations, production houses, film facilities and other content providers.
Attendees can hop to various exhibitor booths and try out their latest products
Marshall Electronics
Stand 11.C28
Marshall Electronics is a globally recognised, award-winning brand provider of quality, high-performance products for integrated AV systems, houses of worship, broadcast and streaming applications.
Vizrt
Stand 10.A41
With more than 25 years of innovation in storytelling workflows, Vizrt is a leader in real-time graphics and live production for creators. Vizrt shapes video creation thanks to groundbreaking solutions in graphics, cloud, live streaming, virtual production and more.
Clear-Com
Stand 10.D29
Clear-Com is a trusted provider of professional real-time communications solutions and services, founded in 1968. It released the first-to-market wired intercom systems for live performances. Since then, the markets it serves include broadcast, live performance, live events, sports, aerospace and government.
Sennheiser
Stand 8.D50
Sennheiser is one of the planet’s leading providers of professional audio technology. And the Sennheiser Group doesn’t solely include the Sennheiser brand, but is also made up of Neumann, Ambeo and Merging. Its extensive and world-renowned product portfolio spans wireless microphones and monitoring systems, wired microphones, conference and information technology, professional headphones, streaming – as well as 3D audio technologies and software.
Netgear
Stand 10.D33
Founded in 1996 and headquartered in the US, Netgear is a global leader in innovative networking technologies for businesses, homes and service providers. Netgear delivers a wide range of award-winning, intelligent solutions designed to unleash the full potential of connectivity and power extraordinary experiences.
Audio-Technica
Stand 8.D46
In 1962, possessing an ambition to produce high-quality audio for all, Audio-Technica’s founder Hideo Matsushita created the first truly affordable cartridge in Shinjuku, Japan. Since then, Audio-Technica has grown into a globally celebrated company that is devoted to delivering audio excellence at every level.
For more, see the highlights from IBC 2024.
This feature was first published in the Sep/Oct 2025 issue of LIVE.
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