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Q&A: Jon Folland, director, Nativ

Has IBC come at a good time for the electronic media industry? Why?

Yes it has. There is a huge shift in investment from traditional broadcast infrastructure to software business systems to support a more data-driven, on-demand TV marketplace. At a high level, it’s about replacing specialist hardware with state of the art software designed to sit on commodity data centre infrastructure. The media industry is going through huge technological change and IBC provides a perfect backdrop to push forward pertinent discussions and showcase the required new technology.

What do you think are the key developments in, or threats to, your market sector at the current time?

Investment in traditional broadcast and playout infrastructure is going to drop off and be replaced with new software platforms. Changes in viewer consumption is accelerating fundamental changes to the TV supply chain.

Why should delegates visit your stand at IBC?

Because we have a demonstrable end-to-end platform to support the new TV supply chain. Content owners and broadcasters can see for themselves how new platforms can lower the cost of creating, managing and delivering multi-platform TV.