122 INTERVIEW “ We’re bringing together two worlds – one highly technical, the other highly creative” 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 hardwareforward 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 BY ALICE CHAMBERS AVIXA’s Samantha Minish explores how the convergence of broadcast and AV technology is transforming industry communication Intersecting the broadcast and AV worlds
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