Attendance at IBC grew this year by 6% over the previous year. In part, this growth may have been due to the cancellation – a couple of months ago – of the Broadcast Asia show, due to the epidemic of atypical pneumonia that hit the region in the first half of the year. However, our reporter at IBC states that the atmosphere during IBC was one of optimism: "the business environment was noticeably more positive than during NAB," said Carmen Alonso.
1. Interactivity
The predominant theme, during this fair, was interactive television. Broadcasters perceive an imminent danger due to the advent of PVR (Personal Video Recorders) type devices, such as Tivo, which allow a program to be recorded at any time, blocking commercials and compressing programming from one hour to something like 40 minutes. PVRs also allow users to create their own "prime time".
However, on the other hand, some analysts argue that the same risks were perceived when the first blunt controls appeared on the scene and when the video recorders arrived at home.
Many perceive that interactive television in any of its flavors – such as "enhanced" television, interactive commercials, the ability to play, chat or vote on television – will be the lifeline because they operate as hooks for the audience that is, in short, the one that generates the profitability of the operation. Among the drivers that can push the adoption of digital television technologies (whether terrestrial, satellite or cable), interactivity is one of the most important.
2. Digital Cinema
A trend related to the previous one, but in the field of digital production, is to produce commercials in the form of short films where the product "acts" without so much commercial load. It is necessary to achieve, by any means, that the viewer looks at the commercial; no longer waiting for him but looking for him. Today, technology makes it possible to produce digital films and create stories in post-production, thus lowering production costs and adding very elaborate effects. From a commercial point of view, this implies an increase in the sale of post-production equipment.
3. Digital files
Another movement perceived during IBC is that of technology to make audiovisual archives profitable. This involves the storage, restoration, and availability of the files. As these files are available, producers turn to them as a way to cut costs. On the other hand, those who have large archives are starting to buy the technology needed to generate additional income from them.
4. Convergence
In terms of convergence, IT technology is increasingly inserted into the television industry. Companies like Apple, Cisco, Microsoft and IBM are becoming more familiar, and more critical, to broadcasters. They offer solutions in the field of interactive television, data storage, management and production. Converged solutions can help a broadcaster reach a higher level in their business. But at the same time, those who don't jump on the IT bandwagon are in danger of being stuck forever.
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