54 OPINION
MAKING TOTAL TV WORK: CONVERGENCE, CURRENCY AND COLLABORATION
Steve Reynolds, CEO, Imagine Communications
The media and entertainment industry faces a complex paradox. While global viewing is increasing, the business of reaching and monetising that audience is more fragmented – and more challenging – than ever. Today’s viewers are scattered across linear
TV, CTV, FAST channels, AVOD services and direct-to-consumer apps. Advertisers, in turn, are left chasing fragmented audiences across undifferentiated inventory pools, often buying the same impression multiple ways at varying prices. Despite increased viewing, monetisation hasn’t kept pace – largely because the systems to sell and measure audiences aren’t aligned. Yet, with complexity comes opportunity. As the industry comes together at IBC2025, one of the most important technology drivers is convergence – the need to unify linear and digital operations into a cohesive, data-driven, audience- focused ecosystem. This includes audience- based buying, cross-platform inventory management, automated workflows and reconciliation systems that ensure advertisers get what they paid for.
The key opportunity for media companies today is to deliver Total TV advertising solutions that span platforms and formats while maintaining premium value. And markets across Europe, Australia and parts of Asia are already making strides in this direction.
“By working together, we can reduce complexity, restore advertiser confidence, and unlock new value across every screen”
They’re adopting common audience
currencies, enabling unified campaign planning and delivery across platforms. In some regions, ‘make goods’ are already becoming a thing of the past. Why? Because audience-based buying, combined with automation and shared measurement, brings accountability and trust back into the system. To support this transition, Imagine Communications is focused on enabling cross-platform inventory visibility, dynamic ad decisioning and proof-of-performance tools.
SOUNDS GOOD FROM ANY ANGLE Audio-Technica BY KEVIN EMMOTT
Showcasing its range of professional audio equipment from both ends of the production chain, Audio-Technica is treating IBC visitors to a fully interactive experience incorporating both its range of broadcast microphones and its studio monitor headphones. From a playlist of content on a
large videowall, audio is routed over a Dante network and available
to listen to via the company’s ATH-M50X studio monitor headphones. Different models of Audio-Technica’s microphones capture a range of audio, with some offering multiple audio sources for comparison. The central focus is on the BP3600 immersive audio microphone, favoured by broadcasters such as Dorna for its work with MotoGP. The microphone’s 9.1.4 mixes have been processed by Spatial Audio Designer, a plug-in from
But real progress also depends on broader industry cooperation – particularly between buyers and sellers – to agree on common currencies and streamlined workflows. IBC2025 is the perfect forum to move these conversations forward. It’s where real collaboration happens – between tech providers, broadcasters and advertisers. Imagine is here not just to demonstrate technology, but to support our partners in building a future where audiences are unified, inventory is differentiated and advertising works smarter across every screen.
The challenges are real, but so is the
progress. Many markets are already capitalising on the opportunities of Total TV, and now is the time to build on that momentum by embracing convergence, leveraging automation, and putting audience at the centre of both content and commerce.
By working together, we can reduce complexity, restore advertiser confidence and unlock new value across every screen. 1.B73
Visitors can compare multiple outputs from the BP3600 immersive audio microphone
German audio-specialist New Audio Technologies, to create a binaural rendering and to give visitors the option to switch between different audio sources in stereo, 5.1 and 9.1.4. Other microphones in the presentation include the BP899 subminiature omnidirectional condenser lavalier, the U851R boundary microphone, and a selection of shotgun microphones recently deployed by TV Skyline for the Alpine World Ski Championships. 8.D46
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