In Broadcast - Product Preview - New York 2017 - 3

www.inbroadcast.com | Preview - New York | 18-19 October 2017

Follow The Money
The industry is facing a period of unprecedented change, but as IABM CEO
Peter White points out the smart move is to track where the money is flowing...

e need to follow the money
- understand where our
customers' customers are spending
money. So said Charlie Vogt, Imagine
Communications CEO, at the IABM
State of the Industry conference
during the IBC show last month in
response to a question about how the
vendor community can successfully
navigate the once-in-a-generation
transformation that's occurring in the
broadcast and media industry right
now.
Charlie has hit the nail on the head.
By understanding where broadcasters
and media companies' customers are
spending money, you automatically
gain an invaluable insight into their
business and technology needs. They
are facing unprecedented challenges
- but with enormous opportunities
opening up for the winners.
To grasp those opportunities though,
broadcasters and media companies
need a new generation of agile,
cost-effective technology to power
their operations - to enable them to
spin up new services in moments, to
repurpose content and serve viewers
on their device of choice, wherever
and whenever they want it.
The requirement for operating
flexibility is also driving the move
away from Capex to Opex spending
- with broadcasters and media
companies only paying for services
and the underlying technology as and
when they are used. This means that

Product demonstration on the show floor

technology vendors need to be in tune
with, and responsive to, broadcasters
and media companies' requirements
as never before: following the money.
Fundamental Change
All this calls for a fundamental
change in the supplier-customer
relationship. Vendors are no longer
just selling a product or service, they
are entering a long-term partnership
with their customer where their
fortunes are inextricably entwined.
Both have to understand the other's
business to prosper; they need to
be talking at every level of their
organizations.
As the only international trade
association for broadcast and media
technology vendors, IABM has for
a number of years been actively
promoting
closer
collaboration
between the two sides of the industry.
We are now moving this to the
next level as we continue to deliver
platforms for collaboration to create
a virtuous circle which serves both the
supply and buyer sides of the industry.
When buyers' current and future needs
are fully understood, vendors can
respond with innovative, appropriate
technology to make it all happen.
This is why IABM is both delivering
and partnering in an increasing
number of strategic events and
initiatives that give technology
vendors and buyers the opportunity
to do business in a productive
and
cooperative
environment.
These
events also shine a
light on best practice
from
industry
experts and provide
unique
networking
opportunities. To name
just some: State of the
Industry
conferences
at major trade shows

MEDIA IN ACTION

(October 18 at NAB Show New York);
interoperability
zones;
industry
summits; open-house broadcaster
events, awards; and of course, the
IABM Annual International Business
Conference.
Under the banner Elevating Business:
media and technology working
together, this year, for the first time,
broadcasters and media companies
are being offered the opportunity to
attend the first day of the Conference.
The agenda is specifically aimed
at fostering mutual interests: how
projects are being designed, how
people are buying and selling, how
IP and IT-enabled systems are being
integrated and made interoperable
- and how this differs from country
to country. By bringing technology
vendors and users together in this
open forum, we'll quickly build a
shared understanding of the best way
to harness media technology with
content and business.
Connected Business
We are also promoting to technology
purchasers the benefits of the IABM
Business Standard, which all our
500+ members subscribe to as a
condition of their membership. The
Business Standard covers HR good
practice, integrity, customer care,

Contact

on +44 (0)28 9061 0420
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Publisher
Phillip Izzard
pizzard@inbroadcast.com

Editor
Steven Preston
ed@inbroadcast.com

International
Business Development
Bryn Lister
blister@inbroadcast.com

Design & Production
Martin Donnelly
martin@inbroadcast.com

Session audience at NAB Show New York

product standards, environmental
responsibility, respect for competitors
and engagement with the wider
community. The IABM Business
Standard guarantees that end-users
can rely on IABM members to serve
their needs in full - that they will live
up to their product claims and wider
responsibilities - and so they can buy
from IABM members with confidence.
As part of a refresh of the IABM
website, we have also upgraded our
online database of suppliers, dealers
and events - IABM Connect. IABM
Connect enables buyers to search the
entire broadcast and media technology
ecosystem to quickly identify the
companies, products and services that
fit with their individual requirements.
The new website will enable us to
develop IABM Connect into an even
more comprehensive and informative
knowledge base for media technology
buyers over the coming months.
As Avid's Jeff Rosica said at our IBC
State of the Industry conference,
"Media and entertainment is in the
center of a digital vortex. We...need
to support our clients as they go
through great change." IABM is acting
to providing the platforms where the
whole industry gets together for the
benefit of all. The money will follow!
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