Why are trade shows still important


Mike Crimp TV-Bay Magazine
Read ezine online
Download PDF
Download PDF

First, the disclaimer: as the CEO of a rather large trade show, my opinion is likely to be skewed. However, I wouldn’t be here – now in my eighth year at IBC - if I didn’t truly believe that well-curated trade shows like IBC are a hugely important resource for our industry.

Firstly, successful workflows are complex. We are not working in a world where you can do a quick Google search and find an off-the-shelf product that will solve every issue; systems need to not only do their jobs but also play nicely with many others. These systems can also be costly (as can mistakes), so you don’t want to trust a spec sheet on a screen – you need to talk to knowledgeable product specialists who can answer questions specific to your workflow or facility, and compare notes with adjacent manufacturers down the chain. These conversations can also lead to ideas you hadn’t considered, or the discovery of functions you weren’t aware of… these discoveries only come about with face to face meetings.

Living proof of the importance of personal contact and collaboration can be found at the IBC Innovation Awards, which celebrate the most successful projects of the year. Every year we hear so many nominees say that projects started with conversations at IBC, when they saw the potential of new technologies and could see how to solve their own very specific challenges.

With technology evolving at an unprecedented rate, trade shows like IBC are also key to keeping up with what is out there, what is possible, and what will benefit different organisations. The IBC Conference was founded on technical papers, and they remain absolutely central to the programme; however, it’s no good looking at technology in a vacuum. Therefore we have sessions not just from developers, but from companies that are putting new technologies into practice, who can give a clear-eyed view of the benefits and the pitfalls, the operational and business implications, and – most importantly – the ways in which they can offer new and engaging ways to tell stories.

I said at the beginning that we need well-curated trade shows, and this is an important qualifier. Anyone can put on an exhibition; IBC is organised by the industry, for the industry, and we are not passive. We work hard throughout the year with our content steering committee, the IBC Council, exhibitors and industry leaders to gather data and information about where the industry is headed and what information will be most valuable to visitors. Thanks to the experience and dedication of these people, the IBC show continually evolves.

A great example of this is the Leaders’ Summit. A few years ago we recognised that the shift from an engineering-led business to a creative and commercial one meant that we had to engage at CEO level. By helping C-level executives understand what the technology allowed them to do, they would be better equipped to develop strategic pathways for their businesses, which would maximise return. This invitation-only, behind-closed-doors day ensured that the people in the room could freely exchange ideas and opinions with their peers. It remains a cornerstone of the IBC Conference, and has led to additional C-level sessions such as the Cyber Security Forum and the Telco and Media Innovation Forum. Again, these are hosted, high level events that bring new people and new businesses into the IBC community, and provide advocacy and context for the rapidly developing world of media.

As the lines continue to blur between industries, we’re also bringing new ideas from converging markets. The brand new Global Gamechangers stage will welcome a broad range of future-facing talent, creative minds and business influencers who are making waves around the world in business, digital, creative, transformation and news.

Some features of IBC develop in smaller increments, like the exhibition element. Now covering 15 halls, we have made strides in bringing in new companies from outside the traditional broadcast sphere, again keeping pace with industry changes, while growing the footprint of traditional broadcast manufacturers and developers. We are seeing exhibitors evolve in the way they tell their stories; it’s no longer about black boxes with blinking lights, and they need to sell less tangible (though no less important) products and services as software or in the cloud – so they are devising clear, compelling and exciting ways to present them. We also recognise that marketing budgets are not what they were, but with the growth and evolution of the rest of the show, we work hard to ensure that IBC attracts the serious global visitors that our exhibitors want to see.

IBC offers far, far more than a web search or even a meeting with a local reseller or one manufacturer ever could. IBC is a global conference, exhibition, technology showcase and networking opportunity all under one roof; it offers a unique platform to hear from industry leaders from around the world, experience state-of-the-art innovations, and then discuss it all over a beer at The Beach.

And that, actually, is the key element – the importance of a well-curated trade show is to allow people to share their knowledge and experiences and become part of the debate. I look forward to hearing your views and ideas in Amsterdam in September.


Tags: iss133 | ibc | innovation award | Mike Crimp
Contributing Author Mike Crimp

Read this article in the tv-bay digital magazine
Download PDF
Article Copyright tv-bay limited. All trademarks recognised.
Reproduction of the content strictly prohibited without written consent.

Related Interviews
  • TMD at IBC 2014

    TMD at IBC 2014

  • Tony Taylor from TMD talks about LTFS at IBC 2013

    Tony Taylor from TMD talks about LTFS at IBC 2013

  • Tony Taylor from TMD talks about Mediaflex CI

    Tony Taylor from TMD talks about Mediaflex CI

  • Tony Taylor from TMD talks about Post Production

    Tony Taylor from TMD talks about Post Production


Articles
Making the Workflow Flow
Bruce Devlin - new The toughest things about being the Standards Vice President (SVP) is that everyone expects standards to be the most important thing. In all the systems that I’ve designed and deployed over the years, I've yet to find any production workflow that is 100% standards based. True, the core technologies may well be standards based, but the overall workflow is made up of many technology pieces from open source code, through de-facto delivery specifications based upon SMPTE or Trade Association Specifications that in turn depend on full, International Standards to work. I can already hear some folks saying "In the good old days, everything used standards", but I beg to disagree.
Tags: iss138 | pye museum | pye-philips | smpte | ietf | ieee | w3c | aes | Bruce Devlin - new
Contributing Author Bruce Devlin - new Click to read or download PDF
How Broadcasts Can Simplify The Delivery Of Live Video Streams To Affiliates
Phillipe Gonon In today’s fast paced environment broadcasters need to quickly, easily, and simultaneously share high-quality live content with multiple affiliates or other broadcast facilities. However, today it’s typical for each third-party transmitter to be connected to its own receiver with its own platform and management system. This results in major TV channels having several web interfaces and/or screens to receive and distribute feeds coming in from third-party devices.
Tags: iss138 | aviwest | stremaing | rtmp | rtsp | rtp | hls | Phillipe Gonon
Contributing Author Phillipe Gonon Click to read or download PDF
The World of 12G 4K/UHD Processing
Varun Patel Technology moves fast and when it comes to audio and video broadcasting, there is always room for improvements in audio and video quality and ease of production. One of the main goals of broadcasters and content providers today is to create an immersive experience for the viewers, giving them the feeling of being part of the viewed content. The 4K/UHD buzz has been in the consumer world for some time but what does that actually mean for the content producer?
Tags: iss138 | lynx technik | ott | greenmachine | yellobrik | conversion | Varun Patel
Contributing Author Varun Patel Click to read or download PDF
How the Womens World Cup was Boosted by Broadcast
John Griffiths As we write this article, England’s Lionesses have just beaten Norway 3-0 and are smashing viewing figure records, with 6.9 million viewers tuning in to watch them play Cameroon on BBC One. Rewind to the previous World Cup in 2015, and England’s group and early stage knockout games tempted up to 2.5 million viewers for each match. It’s safe to say that women’s football is finally having its moment; what was perhaps once considered a niche sport is finally gaining momentum in the mainstream space with broadcasters giving it the attention it deserves.
Tags: iss138 | wwc | world cup | spicymango | diversity | John Griffiths
Contributing Author John Griffiths Click to read or download PDF
Review: JVC GY-HC900 Camera
Andy McKenzie JVC has a long history of developing relatively low price-point equipment, dating right back to its success in the 1970s with the VHS tape format. JVC products sometimes impact the broadcast mainstream but generally find greatest success in niche market segments such as news production where price and portability take priority over the no-comprise quality and robustness demanded by the leading studio-based and OB content producers.
Tags: iss138 | jvc review | camera | sdhc | sdxc | mpeg-2 | nab | gy-hc900 | Andy McKenzie
Contributing Author Andy McKenzie Click to read or download PDF