18 A TIME OF TRANSFORMATION
As the M&E industry enters a pivotal era, Mark Hallinger speaks to IABM CEO Saleha Williams about embracing opportunities and how the association is changing the way it services members
While it’s almost trite to note the ever-increasing rate of technological change these days, it is a very real situation seen across industries. IABM, the international trade association for
broadcast and media technology, has been transforming alongside the industry for a while now, and IBC2025 sees the rate of this transformation gather pace, says Saleha Williams, CEO of IABM since December of last year. Williams, who has spent more than 30 years in marketing, strategy and global commercial business management positions for companies such as the BBC, Google, Cisco, Siemens and others, calls the current environment ‘pivotal.’ “The industry is going through a very challenging yet potentially opportunistic time and IABM is transforming too in terms of how we serve our members, and this is why I was brought in by the board.” Part of this transformation is what Williams calls
the ‘reimagining,’ of the organisation’s whole show presence. “That reimagination includes the IABM Hub, which includes the IABM Member Lounge, IABMTV and also the IABM Impact Stage, where we have members, broadcasters, end-users… thought leaders from all over the world who are speaking on panels.”
MAKING AN IMPACT Impact Stage presentations will focus on three key content themes – business transformation, the democratisation of media technology, and security. “Security may not be seen as sexy,” says Williams. “But it’s becoming a massive issue.” IABMTV has also had a refresh, with more of a curated thought leadership interview approach than before, and the new IABM Impact Awards have replaced the BaM Awards and celebrate ‘people innovation,’ as well as products and services, according to Williams. Despite changes, she stresses that IABM’s core mission remains the same – to connect, support and inform its members. “How we deliver this is transforming so we can enable wider market opportunities for our members, greater amplifi cation of their brands and thought leadership, and delivery of the membership benefi ts including research and business intelligence, standards and regulatory support, and skills and development.” IABM has been researching and promoting ‘wider market opportunities,’ in lucrative parallel
pro-AV markets in the corporate or enterprise space for a few years now. Quality video and even live production have become a bigger opportunity in houses of worship, education, associations and across the corporate sector. “We’re continuing to
really accelerate this opportunity,” she says. “It’s an area we see as a new market for members who are not in that space, but we’re also further supporting members who are already in the pro-AV space, or are beginning to bring that into their own products and services portfolio.” Williams says IABM has expanded its partnership and presence with AVIXA, which co-owns ISE and owns InfoComm. It’s also continuing to track the learning curves a core broadcast vendor might experience when entering this market, and is actively examining new parallel markets.
“I anchor my leadership in the principles of positive psychology, cultivating resilience, optimism and a sense of shared purpose”
Driving engagement within core broadcast and media by growing the Global Engaged Partner (GEP) programme remains a big agenda item. GEP is a relatively new programme for executives from end customers such as the BBC, ITV, Netfl ix, Disney, Sky and others that gives these buyers access to tools such as the IABM online product locator, which were previously for members only. They also get access to member lounges and can attend IABM events and sessions at shows. In return GEPs agree to invest some time throughout the year in tasks such as surveys, including the IABM MediaTech Business Tracker survey, and participate as a speaker or attendee at virtual and physical events. Recently IABM has brought in Purminder Gandhu to expand the GEP programme. She
Saleha Williams, IABM CEO
has more than 30 years’ experience with the BBC, including as a News Producer, Studio Director and R&D Technology Transfer and Partnerships Manager. “Purminder is a technology evangelist and also has a producer-presenter background to really help drive forward more dialogue between our members and GEP,” says Williams. “The programme is incredibly important to IABM members because it is their chance to connect and engage with GEP members, and it’s resulting in tangible opportunities for them to talk, speak on panels together and more.” While Williams has an impressive list of industry bona fi des, her experience working with sports psychologists at the London 2012 Olympics is also key.
“I anchor my leadership in the principles of positive psychology, cultivating resilience, optimism and a sense of shared purpose,” she says. “By focusing on strengths, fostering meaningful connections and celebrating every incremental win, we not only navigate the headwinds but also discover new avenues for growth and innovation.”
Saleha Williams is CEO of IABM. Visit the organisation throughout the show at the Owner Pavilion in Hall 8.
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