By Alice Chambers |
The integration of broadcast and audiovisual (AV) technology is moving beyond possibility and into practice, according to Samantha Minish, vice president of content delivery at the Audiovisual and Integrated Experience Association (AVIXA). Speaking at the 2025 edition of IBC in Amsterdam, Netherlands, Minish reflected on how the industry has advanced since the debut of the AVIXA TV Studio at InfoComm 2024 and highlighted the opportunities now emerging for media companies, broadcasters and enterprises.
“Just a year ago, we were helping organisations visualise what was possible when they combined broadcast and AV technologies,” says Minish. “Now, we’re seeing them put those concepts into practice at pace. From shareholder meetings to major announcements, the corporate sector in particular is investing heavily in broadcast-quality experiences, and the demand continues to skyrocket.”
This shift is partly driven by the fact AV professionals are already embedded in many corporate operations, making them natural candidates to deliver high-end content creation and production solutions. The technologies themselves are also complementary, so it is easy for organisations to blend them seamlessly.
One of the most significant trends Minish is witnessing is the growing appetite for hybrid and cloud-based approaches.
“AV has historically been a very hardware-forward industry, dominated by projectors, LED displays and physical infrastructure,” she explains. “But the future will be a balance of on-premises and cloud solutions. That’s where we’re seeing the wave of innovation is peaking right now.”
Findings from AVIXA’s Industry Outlook and Trends Analysis (IOTA) 2025 report reflect what is happening in the real world. According to the research, $44.2 billion will be spent on broadcast AV solutions in 2025 and reach $53 billion by 2030.
“The data shows audiences don’t just want content, they want to connect with the people behind it,” says Minish. “Trust is built when experts speak authentically about the work they do. When those voices endorse a brand, that’s when audiences really engage.”
This perspective reflects a broader shift in the media landscape, where audiences are increasingly seeking genuine discourse and the chance to hear different viewpoints. Influencers in AV are not defined by their social media following but by their technical expertise and industry credibility.
Audiences also want to see the technology in action. The AVIXA TV Studio continues to serve as a live case study for this convergence. At InfoComm 2025 – which brought more than 30,000 professionals together in Orlando, Florida, USA, in June – AVIXA enhanced the model by placing the technology itself at the heart of the experience.
“Last year, the content was front and centre with the technology as the backdrop,” explains Minish. “This year, we reversed that. We wanted to show how the technology can become the story, and attendees responded really positively.”
Partnerships remain a key part of the initiative. AVIXA works with AI Media, Barco, Forecast Consoles, Midwich, Ross Video, Shure, among others, to bring the studio to life. Minish notes that interns were able to get hands-on training in a live environment, underlining the value of the experience as both a showcase and a learning platform.
Looking ahead, Minish sees the convergence of AV and broadcast as only the beginning of technology transformation.
“We’re bringing together two worlds – one highly technical, the other highly creative – and that combination is going to explode with new possibilities,” she says. “Audiences are demanding more engaging, more immersive and higher-quality experiences, whether they’re in a home office or attending a town hall meeting with hundreds of people.”
She predicts broadcast-quality production will soon be the baseline expectation, even in smaller-scale environments. The lessons learned around capture, streaming and bandwidth are filtering down from large-scale broadcasters to everyday corporate use cases.
The conversation around AI – a prominent topic at IBC 2025 - has matured too. “In the past, AI was seen as the answer without anyone asking the right question,” she says. “Now, we’re seeing real-world applications that extend far beyond chatbots. There are tangible examples of how AI can enhance production workflows and make the industry more efficient.”
As AVIXA continues to evolve its own broadcast initiatives, its mission remains clear: to help the industry imagine, test and adopt new approaches to storytelling. “The convergence of broadcast and AV is no longer just a trend,” says Minish. “It’s the foundation for how organisations will communicate and connect in the years ahead.”
Discover more insights like this in the Winter 2025 issue of Technology Record. Don’t miss out – subscribe for free today and get future issues delivered straight to your inbox.