20 IEEE EXAMINES GENAI AND
IEEE Broadcast Technology Society has been exploring several technologies and trends outlined in its current Strategic Plan at IBC2025.
Covering the period 2025-2030, the Strategic Plan is available for download from the IEEE website and provides a clear picture of the organisation, the goals its community is pursuing, and the initiatives that will move it forward in the coming years. As the world’s largest technical professional organisation, IEEE is a trusted voice in a wide variety of areas, ranging from aerospace systems, computers and telecommunications, to biomedical engineering, electric power and consumer electronics. Regarding its enduring association with IBC, Jeff Strohschein – who is IEEE Chief Information and Digital Offi cer – says: “The IEEE Broadcast Technology Society has had a long-term relationship with IBC. We value IBC as a key event where many of the technologies we are engaged in converge to showcase cutting-edge breakthroughs, creative applications and surprising intersections.”
THE IMPACT OF AI With regard to its priorities for this year’s event, Strohschein notes: “IBC showcases many of the themes and opportunities IEEE established within its Strategic Plan. Growing technologies such as AI and immersive media highlight world-class engineering and inspire new applications. It is expected that there will be signifi cant discussion and content on the use of generative AI to create content and the associated impact and ownership of that content.”
The IEEE also co-organised, with 5G-MAG, a Future Media Town Hall event, which took place on Saturday. The focus was on the latest developments around connected media applications, including both technology- related and commercial perspectives. The session included a combination of presentations and a round table discussion, with industry experts on hand to share insights and discuss the present status, opportunities and challenges in this area.
Jeff Strohschein, IEEE Chief Information and Digital Offi cer
“Growing technologies such as AI and immersive media highlight world-class engineering and inspire new applications”
Strohschein says: “We very much enjoyed the IEEE town hall. The session covered the latest developments and implementation of connected media applications. For IEEE, this was a great opportunity to convene with industry experts to listen to what is needed and what challenges need to be addressed.” Invited to consider how IEEE perceives itself with regard to broadcast and media engineering having access to the required trained professionals, Strohschein responds: “Broadly speaking, the IEEE mission is to empower technology professionals in all of the
disciplines within our purview, and this show in particular is very relevant for our broadcast technology professionals. The broad scope of broadcast technology covers a variety of related disciplines that fall under IEEE areas of interest. For example, AI is impacting almost every area of our lives, and that includes the fast-changing media landscape.” Of IEEE personnel’s general expectations for this year’s edition of IBC, he says: “Our IEEE team is looking forward to seeing the latest immersive media applications, how robotics is being deployed in media, how AI is playing out and, of course, equipment innovations.”
Jeff Strohschein is Chief Information and Digital Offi cer at the IEEE. Visit the organisation throughout the show at the Owner Pavilion in Hall 8.
CONNECTED MEDIA Jeff Strohschein, Chief Information and Digital Offi cer at the IEEE Broadcast Technology Society, speaks to David Davies about the organisation’s Strategic Plan and key talking points from across the show fl oor
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