14 TVBEurope News & Analysis IABM sees a new paradigm By Holly Ashford
THE INTERNATIONAL ASSOCIATION OF BROADCAST MANUFACTURERS (IABM) held its 9th Annual International Business Conference last month, with the theme ‘Driving Towards Change — Navigating Through the Changing Media Landscape’. The programme featured a range of speakers from industry-leading companies, as well as key figures of the IABM’s nominated board of members. On day one of the two-day event, the recurring and optimistic theme which emerged was ‘collaboration and opportunities,’ which was backed up by initial findings from the always much-anticipated IABM DC Market Study. Opening the event was Peter
White, director general, IABM, who provided an overview of the changes in business trends based on the organisation’s market intelligence. The CEO perspective was provided by Charlie Vogt, president and CEO of Harris Broadcast, who compared the transitions in broadcast with those in telecoms, describing how the
stressed Vogt, with collaboration key to creating the “right ecosystem” for broadcast and media companies to succeed. Exactly what needs to be done
Charlie Vogt, Lesley Marr, Larry Kaplan and Mike Crimp stressed collaboration as the way forward
walls between linear TV and TV everywhere and multiscreen were “breaking down,” offering “lots of opportunity to collaborate”. The timing of his delivery could not have been more apt, as Harris Broadcast last month announced its intention to acquire Imagine Communications, a specialist in online video and OTT. The company hopes that Imagine’s combination of video processing, adaptive bit rate transcoding and statistical multiplexing technology will improve the bandwidth
efficiency and density needed for improved TV Everywhere services. Vogt explained how the current landscape was “fractured” and that the need to create a new landscape amongst vendors was imperative. “Telecoms are coming,” he stated, and rather than backing away, broadcast companies need to be “prepared to participate”. “There is a new vertical opportunity for us all”, with success based on collaboration. The theme of partnerships
was continued in the panel discussion which followed,
featuring Vogt alongside Larry Kaplan, president and CEO of SDVI and IABM honorary member; Lesley Marr, CEO, Deluxe and Mike Crimp, CEO, IBC. Chaired by Kate Bulkley, the participants explored the implications of the new era in broadcast and media, and what resonated from the debate was — again — collaboration. The industry needs to open up, claimed Marr, and “offering services and employing geeks is the way forward”. Alliances between different sectors of the industry need to be fostered,
for these companies to thrive was addressed by keynote speaker Martin Guillaume, head of business development digital media at Ericsson. In his role at the company, Guillaume acts to expand both the markets Ericsson Broadcast Services addresses and broaden the nature of services it delivers. It is undeniable that there has been a dramatic increase in competition for viewer time: On-demand internet streaming service Netflix controls 66% of the market, said Guillaume, and 80% of viewer rentals are of television shows. As such, broadcasters need to differentiate themselves: “They need a unique experience.” One element broadcasters can deliver is “live experiences”, in which all viewers witness and participate in the same thing at the same time. The broadcast infrastructure is ideal for delivering live events, he believes, as long as quality of service is maintained. One of the Annual
Conference’s most anticipated moments was when White came to the stage for the second time, accompanied by Joe Zaller IABM DC. Zaller is the founder of Devoncroft Partners, provider of market research and strategic consulting services to a range of digital media clients. Zaller is engaged on behalf of IABM as its North American market development officer, and appeared at the Conference to offer a sneak preview of some of the headline figures from the IABM DC Market Study. The traditional “four-year
cycle” in the industry has not gone away completely, said Zaller, with simultaneous shifts to IT, file-based and IP occurring throughout the industry. The broadcast market is now larger than previously reported, with the “new ecosystem” which has emerged recently being driven by a swathe of new product categories and overall market growth. There is a need for change as the market is “in the midst of a major cultural shift”, said Zaller and the traditional cost model no longer works in this “new paradigm”.
www.theiabm.org
www.tvbeurope.com January 2014
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