The IABM’s programme at IBC begins this (Friday) morning at 08:00 with the business conference session. The session asks, ‘What is the future for broadcasting technology’. The session starts with an IABM state of the industry update and then moves on to a panel debate chaired by IABM’s John Ive and includes Imagine Communications’ Charlie Vogt, Grass Valley’s Marco Lopez, Quantel’s Ray Cross and Dan Castles from Telestream.
So what is the future for broadcasting technology? Well certainly the supply sector will be very different to what we are looking at today.
Traditionally the broadcast technology vendor has fulfilled the needs of its customers by producing almost bespoke solutions based around proprietary hardware sold at high margins and with a built-in ongoing income stream. It is fair to say that all this is changing and proprietary hardware, post content acquisition, is progressively being replaced by software products sitting on commodity IT hardware.
Furthermore, customers are demanding a more open approach where interoperability of hardware from multiple sources sits and works on the organisation’s enterprise wide system. It is the overarching software system that is defining how a broadcaster operates and not the individual component elements of hardware, which merely provide the platform.
To reinforce this move to interoperability UK broadcasters have adopted the DPP standard for file-based delivery, effective from October this year. This standard may well also be adopted across the rest of Europe. The IABM recently hosted a preview event on this subject in conjunction with the BBC at IBM’s Southbank premises in London. The IABM also sits on a Joint Task Force on File Formats and Media Interoperability with NABA, SMPTE, AMWA, Ad-ID and EBU (observer) to develop a similar standard for file delivery for the North American market.
This is of course how it has been for many years in other industries and marks the first stage of transition in broadcast technology from bespoke high value hardware-based proprietary solutions to open system architecture and flexible software defined solutions.
Further down the line we will move to a world where software will define the infrastructure and methodology, and networks will be virtual, where automation will reside and simultaneous multiple format playout will be delivered from the cloud. This will clearly impact many of our existing and traditional broadcast and media technology suppliers and perhaps the best-known suppliers of today will be different to that of tomorrow.
We can be certain that consolidation in our supply base will continue. This is not only the natural order of things but has precedent in other industries that have undergone such a transition considerably earlier. It was the switch from tape to file that made IT convergence and commoditisation possible, the rest was inevitable.
The challenge of the future for broadcast and media technology vendors is to remain relevant and to do this we must innovate. Innovate to create the products and services that broadcasters and media content providers demand of us in this ever-changing consumer device led market. On average broadcast and media technology suppliers invest 16% of their sales revenue in R&D each year (Source: IABM Benchmark Report) and this level of investment has been consistent for a number of years.
So although the products and services (excluding cameras, lenses and accessories) being developed for the future may bear little resemblance to that of the past, there is a healthy stream of new innovations being launched and the NPD roadmap of many of our member companies is very healthy indeed.
In addition to this investment from existing players there is also a steady influx of new providers of products and services entering the fray. In many cases these new players are at the forefront of the new media charge and bring some incredibly innovative solutions to the challenges presented by the TV everywhere phenomenon.
So as we witness consolidation in some areas we simultaneously observe proliferation in others. Of course another feature of the M&A activity we are seeing at the moment is the acquisition of some of these newer players which can help a more established supplier take a leap forward and develop at a faster pace than their current in house R&D programme can facilitate.
Awards and Training
All of this innovation cannot go unrecognised and at IBC the IABM will be presenting its Design and Innovation Awards tomorrow (Saturday) evening immediately post show. This year our awards are split into nine separate categories to reflect the IABM Broadcast Supply Industry Model that we also use in the IABM DC Global Market Valuation and Strategy Report. So we will honour winners with products throughout the spectrum from acquisition to playout and from system automation and control to services.
This rapid phase of change in our industry has led to an influx of graduates with IT based skills but with no in depth knowledge of audio and video. Paradoxically it has also led to the incumbent broadcast engineers who are very conversant with audio and video technology with a knowledge gap in IT related topics, such as compression, IP delivery and networks.
The IABM Training Academy is one of the organisations that has mobilised its resources to combat this situation. In recent research, conducted by the IABM, it was found that 73% of respondents thought technical broadcast training would be beneficial, while almost a third identified IT convergence as one of the major causes of the disparity in skills.
The IABM Training Academy offers a range of courses that meet market trends and the appetite for this expertise. Recently launched courses include Understanding File Formats, Compression Fundamentals and Applications, Advanced Networking for Broadcast Engineers and Video Systems and Applications. We will be showcasing the whole range of IABM training courses at IBC along with the CertBMT engineering certification scheme.
For further information, please visit the IABM’s website at www.theiabm.org.