The IABM (International Association of Broadcasting Manufacturers) has undergone a rebrand as it aims to reach out to so-called ‘broadercasters’ and reflect the ongoing shifts within the media technology market.
The organisation will now be known as the International Association of MediaTech, or IAMT.
“The industry is changing, and IABM is evolving and changing alongside that,” IAMT CEO Saleha Williams tells TVBEurope.
“What we’re seeing at trade shows is that they are no longer just about broadcast. The NAB recently used the phrase ‘broadercasting’, and what we are seeing across the media and entertainment industry is the need for an increase in content and immersive experiences that go beyond traditional broadcast media, manufacturing and technology.
“Obviously, broadcast is part of our heritage, but as IAMT we can cover the wider ecosystem that includes software-defined workflows, data, cloud, and AI.”
Williams cites the organisation’s State of Media Tech report, which found that growth within media technology is coming from outside the traditional broadcast market, with areas such as corporations, sports clubs and federations, and education helping to push revenues forward.
The report’s findings have helped with the decision to widen the organisation’s remit. “It’s based on the changing market and bringing our members the opportunity to see where their technology can be used in media or content,” explains Williams. “Our mission remains the same: to connect, support and inform the industry.”
The rebrand also includes the launch of the IAMT Global Alliance, built on three pillars:
- Media Partners: Bringing media tech buyers and end users into direct dialogue with MediaTech providers
- Educational Partners: Supporting the next generation of media tech talent through academic collaboration
- Industry Collaboration Groups: Connecting organisations such as standards bodies and sustainability initiatives to address global challenges
Going forward, Williams wants IAMT to connect technology manufacturers with their end users in order to foster “an ecosystem and partnership, rather than just ‘here’s a set of products and service technical information, and here’s an RFP’”.
