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‘I’ve never seen anything like this’: Avid’s Jeff Rosica on the changes going on in the media industry

Rosica was speaking at The Circle Society's Industry Leaders Panel Discussion at IBC 2022

Since the start of the pandemic, the media tech industry has undergone phenomenal change with the proliferation of the cloud, move to remote workflows, and more collaboration between vendors and end-users.

Speaking at The Circle Society’s Industry Leaders Panel Discussion at IBC 2022, Avid CEO Jeff Rosica described the industry in its current form as unlike anything he had seen before.

“The industry has always been a shared relationship between broadcasters and vendors with trying to figure out how we’re going to innovate, what we need to do to help help this industry move forward and be successful in what they’re doing,” he told the audience. “But I think it’s gotten even more collaborative, and more empathy and understanding on both sides.”

Rosica added that it is important for vendors to understand what customers are trying to adapt to quickly, and how quickly they can facilitate those needs.

“One thing I will say is, I’ve never seen anything like this,” he continued. “I’ve never seen so many changes, technological shifts, business shifts happening, demands changing, business pressures changing.

“If we went back in time and looked at any time in this industry, there’s never been the pure scale. It feels like it’s five times what it’s ever been that we’re dealing with at one time.”

Rosica stated that these changes are going to require both vendors and customers to listen, talk, understand and prioritise. “What this industry is going to have to do is prioritise better. We know there’s this much to do, but we can’t do it all,” he stated.

“There’s phenomenal opportunity out there in how we can innovate for people to help their business and help their operations and what they’re trying to do. But I think there is a better collaborative work to that dynamic.”

TVBEurope will have more from The Circle Society’s event in our October 2022 issue.