3 Insights from VRT Colleague Chris Verhoeven at the International Broadcasting Convention (IBC)

"IBC remains the place to see what is happening in the world of media in terms of creativity, technology, and business," says Chris Verhoeven. "This year, too, it was all about innovation and adaptability in a rapidly evolving media landscape. 2024 is an important year for the media sector in general and for VRT in particular, with major events such as elections and the summer of sports. These themes were also clearly present at IBC, and following the difficult COVID period, this brought a noticeable sense of optimism among exhibitors and visitors."

1. AI in the Media Sector 

Artificial intelligence (AI) was a major theme at IBC 2024. Whether it was content creation, recommendation algorithms, or automating workflows, AI is clearly playing an increasingly prominent role, evolving from a technology with great potential to very concrete and practical applications in our sector. "We cannot ignore AI. It helps us work more efficiently and better tailor our content to the needs of our audience." 

2. New Technological Solutions for Production 

Numerous new tools and solutions for production processes were also presented at IBC. Cloud technology, remote production, and virtual production were hot topics. "We are seeing a shift towards more flexible production environments, with particular attention to using investments as efficiently as possible," says Verhoeven. 

An example of this shift is VRT’s collaboration with NetOn.Live, which demonstrates how innovative solutions are streamlining production workflows. You can read more about it in this article. 

3. The Impact of 5G on Media

5G technology was also a major topic of discussion at the conference. With 5G, real-time, high-quality video streaming becomes possible on a large scale, which is promising for live events and journalistic reporting—two areas where VRT plays an important role and is highly driven. "5G opens new doors for mobile journalism and live broadcasts. It enables us to work faster and more flexibly." 

Looking Ahead to the Future and the New VRT Building 

For VRT, it is clear that innovation must be at the heart of the future media landscape, including the new VRT building. “What we saw at IBC confirms that our choice for a future-oriented and flexible infrastructure is essential,” says Chris. He emphasizes that VRT is focused on a building that is ready for technological advancements in the media industry. “We want to set up our facilities in such a way that we can quickly respond to new developments, both in technology and in VRT’s mission,” he explains. These insights are being incorporated into the further plans for the media facilities in the new VRT building. “At VRT, we want to stay at the forefront and experiment with new technologies without losing sight of operational reliability, always keeping our public mission in mind,” Verhoeven concludes. It is a challenging but exciting time for media companies, and the insights from IBC 2024 will undoubtedly contribute to how VRT shapes its role in the future. 

What is the International Broadcasting Convention (IBC) in Amsterdam? 

The International Broadcasting Convention (IBC) in Amsterdam is an annual flagship event for professionals in the media, entertainment, and technology industries. The most recent edition attracted more than 45,000 visitors from 170 different countries. At the trade show, more than 1,300 companies present the latest developments in technology, from broadcast equipment to streaming services. IBC also offers a comprehensive conference program with keynotes and workshops on themes such as content production, digital distribution, AI, and virtual reality. It is the place to discover the latest trends and innovations in the sector.