NAB 2024: Ross Video recognised for green tech developments

Fabio Murra, SVP, Product and Marketing at V-Nova, explains how visitors to this year’s Future Tech hub (Hall 14) at IBC can expect to discover the company’s latest developments in AI-accelerated media processing and its six-degrees-of-freedom technology for immersive experiences, and how this can be streamed to audiences at scale.

AI adoption, skills and training, systems integration and sustainability were just a handful of the issues that experts from the media and entertainment industry felt we should be talking about more.

Rohit Nagarajan, CEO at Vizrt points to cloud and AI as two technologies leading the charge in terms of both innovation and adoption. “Cloud is one that has really come of age,” he says. “All of the underlying technical challenges are being ironed out and we see more and more customers of ours looking to adopt cloud, and I think it’s a good coming together of maturity and cost.”

There’s no escaping the fact that AI is transforming many business verticals, and the media and entertainment industry is no exception. Experts agree that some applications are not yet mature, but there is much transformative opportunity, especially in general automation and AI enhanced metadata and subtitle generation. However, cloud and hybrid cloud economics are also a key theme, with increased cloud adoption driving broadcast workflows, as is the ongoing transition to IP.

From the necessities of streaming at scale and maximising monetisation, through IP adoption and of course AI, the M&E industry has never been more technologically innovative. A range of experts from Broadpeak, Amagi and Vizrt take the temperature of the discussions at NAB2025, with an overall focus on economics and rapidly maturing technologies.