theibcdaily
Dynamic and dramatic: exploring the electronic media in time of change
IBC conference committee Chair Michael Lumley looks forward to this year’s programme, and discusses how it intends to address some key issues of the day
One of the challenges in talking about the IBC conference at this time is that the programme is not yet fully complete. This is not, I must quickly add, because we have been in any way slack in our preparations! It is a deliberate decision. The changes in our industry today are dramatic and can come from unexpected places. So we consciously set out to balance our conference programming by setting a broad agenda early on – helping you plan your time to best effect – and adding key speakers to provide further insight very close to the deadline, to allow us to respond to this changing world with vigour and depth.
Carlito Camargo, the news
director of TV+, summed this up. “The conference sessions always give me a renewed vision into what is happening in an industry that develops so quickly,” he said. “I come to IBC to understand what is going on, and most important what is about to happen.”
But if the final details are yet to be set in stone, we can talk about the key topics that will be on the agenda.
The first of these must be the dramatic changes being brought by the multi-screening phenomenon, and by connected television. Audiences – and not just younger people – are routinely using a second device while watching television. Often this is to access social media, and using it to comment on the programmes being watched.
This is a business challenge, and also a creative opportunity: one of the finalists in our IBC Innovation Awards is for a second screen app synchronised to the first screen. Social media is seen as a way for communities to share information around media. If audiences discover content through social media, does this reduce the relevance of the traditional broadcast brand?
Delivering benefits
Alongside connected TV and social media we are also looking at transmedia. How far is it practical to deliver the same content across different devices and platforms? And how economical is it to develop tailored but linked content? Can advertisers find new ways of reaching their targets with different concepts on different platforms? Where are there synergies and economies of scale, and where are there costs with no tangible returns? IBC helps you through the sometimes conflicting viewpoints to reach a conclusion that best suits your operation. Underpinning everything is the technology. There is much talk about cloud computing. The IT industry points to its benefits in flexibility and cost, but is the nature of broadcasting so much more complex that we have to apply a different yardstick? Can the cloud deliver real benefits or does it imply too many compromises? Is the act of letting our programmes out of our direct care simply a step too far?
Preview Issue
revenues from them? As ever, Monday is the
centrepiece of our focus on cinema technology. Is the future 3D, or is the growing interest in higher frame rates going to provide the technological kick that will keep the public flowing through the theatre doors, despite the proliferation of alternatives?
All these hot topics are critical for the commercial future of our industry, and they open up new creative opportunities as well as challenges. So IBC is again presenting its conference in three vertical strands: content creation and innovation, the business of broadcast and media, and advances in technology. Cutting across the streams, and bringing people together, are a series of keynote presentations. As ever, these feature thought leaders from around the world: this year’s programme includes David Eun from Samsung, Kevin Mayer from The Walt Disney Company, and Miles Young from Ogilvy & Mather Worldwide.
Underpinning the technical
“I come to IBC to understand what is going on, and most importantly what is about to happen” Carlito Camargo, TV+
All this is tied up in workflows and delivery. We have to find ways of working smarter if we are going to provide connected, transmedia television commercially. We also have to find ways of evaluating the commercial value, and funding
developments, in new and exciting formats. Will stereo 3D find an audience? What about higher than HD? Will we be shooting in 4K? Will this summer’s demonstrations of Super Hi-Vision from the Olympics trigger a new audience enthusiasm?
Finally, we have two hot topics which are firmly on the IBC’s continuing agenda. This year they are under the spotlight not least because technological changes have had a major impact on their creative and commercial success.
In an Olympic year we could not fail to address the question of sport, and we will be looking back at the London Games. How have mobile media kept sports fans up to date? Have second screen apps delivered a more engaging and immersive audience experience, and has there been a way of earning
stream of the conference, as ever, are the technical papers sessions, still the most rigorous and prestigious place to discuss the latest developments in technology because of the comprehensive peer review process. There is also a strand, open to all IBC visitors, called Industry Insights, which includes the ever-popular What Caught My Eye sessions and much more. Once again IBC is also hosting sessions on behalf of other organisations, including EDCF, FoBTV, IABM, IEEE, SCTE and SMPTE.
So the choice is huge. Start planning your time now: the conference programme is at
www.ibc.org/conference. I look forward to seeing you in Amsterdam in September where, as Manolo Romero, managing director of Olympic Broadcasting Services said, “IBC opens the door for information exchange at the highest level.”
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SEE US AT IBC Hall 1 Stand A.30
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