Looking back at IBC2022: Going bigger and better at IBC2023

This first show after the Covid lockdowns was a huge success, hosting over 37,000 attendees from 170 countries and attracting 1,000+ exhibitors. It was what we all needed and it has shaped many of the themes and topics for this year’s show. 

The streaming surge

Streaming was a core topic at IBC2022, with a clear consensus that streaming platforms are primed to become the dominant force. Archana Anand from Zee5 affirmed that streaming would soon be the “mothership” of media consumption. Furthermore, Warner Bros. Discovery’s ambitious roadmap for HBO Max and Discovery+ highlighted the momentum behind global streaming consolidation.

Data-informed strategy

UKTV’s collaboration with Piano underlined the importance of a data-informed approach to driving monetisation and stemming churn in OTT, emphasising personalised strategies to engage customers in a competitive digital environment.

“Businesses need the ability to deploy complex personalised strategies designed to acquire, engage and retain customers in an increasingly competitive marketplace,” said Marie Fenner, SVP of Analytics, EMEA at Piano IO. “Only 20% of a content library is being used and monetised. That is where content recommendation and personalisation come in… Data is the key.”

Technology transforming media

From TELUS’s exploration of digital TV insights to Google Cloud’s advancements in digital transformation, the integration of cutting-edge technology into the media domain was evident.

AI’s potential was underscored by Disney’s endeavours to amplify emotional depth in character creation, with the possibility of directors being able to give verbal instructions to animated characters about how to walk or which way to move.

“Artificial intelligence has made such great progress over the last decade, what we call deep learning. It’s truly already transforming profoundly the way you produce movies. And it will do more so in the future,” said Markus Gross, Chief Scientist at The Walt Disney Studios.

Immersive experiences 

AR and VR’s transformative potential in storytelling and entertainment was accentuated, with discussions around VR/AR ethics, diversity, and the immersive future of filmmaking.

Nonny De la Peña, who is widely recognised as one of the most influential pioneers in virtual and augmented reality and immersive technologies, delivered Day Two’s headline keynote.

She spoke of her hopes for the future of VR/ AR in terms of increasing diversity in algorithm creation, the future of filmmaking and how AR and the metaverse can bring people together in more meaningful and impactful ways and transform digital spaces. 

Content everywhere

It’s not by chance that IBC dedicates a large part of every show to ‘content everywhere.’ The proliferation of OTT platforms presents challenges in content discovery and pricing. Solutions for these challenges, combined with discussions on NextGen TV and lean-back viewing experiences, emphasised content accessibility across devices at IBC2022.

Celebrating excellence

The IBC2022 Awards segment recognised some remarkable contributions. Ethekwini Filmmakers Association, Break the Codes, and Rise Up Academy highlighted the industry’s commitment to social impact, diversity, and inclusion. While WaterBear, focusing on environmental storytelling, won the Environment and Sustainability award. 

Imperial War Museums’ initiative on content preservation and BT Sport’s 5G Edge-XR project exemplified innovation in the industry. Lastly, the BBC’s centenary was celebrated with the IBC2022 International Honour for Excellence, underlining its unrivalled, century-long impact on broadcasting.

Innovation in content presentation 

The introduction of virtual content and augmented reality as seen in Alter Ego’s radical approach to talent shows, where performers became live avatars, signified a fresh perspective on content presentation. The 5G Edge-XR project by BT Sport also demonstrated a new age of augmented and mixed reality in media, creating novel ways for audiences to interact with content.

Onwards to IBC2023

IBC2022 provided a comprehensive look into the media industry’s current trends, challenges, and potential future trajectories. Given the rapid evolution of technology and media, IBC2023 will deliver even more revelations and advancements, building on the key themes here and showcasing new and exciting solutions to enable the broadcast, media and entertainment industries to face upcoming challenges head-on.

IBC2023 runs from 15-18 September 2023. Catch up on all the news via the IBC365 Live Blog.