While there is plenty of hype around newer technologies such as AI, there is still active innovation in some of the fundamental building blocks of content delivery, such as compression, believes Fabio Murra, V-Nova. He also notes the need for a more integrated approach to content delivery, blending personalisation, ad insertion, and cross-platform immersive experiences to deliver rich entertainment on demand.
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NAB 2025: What should we be talking about more as an industry?
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.
NAB 2025 – Vizrt’s Rohit Nagarajan: “How do we disrupt ourselves quicker so we’re not the ones being disrupted”
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.”
NAB 2025: Brijesh Yadav, Tata Communications Media: “We are at a pivotal year in 2025 - the conversation is about AI”
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.
NAB 2025: Johannes Franken, HBS: “It's critical to get out content as quickly as possible”
Johannes Franken, Director of Digital at HBS sets out how immediacy is crucial to success - especially in social media promotion terms - and how embedding AI in the content workflow is helping to deliver faster, better content - albeit with human quality control.
NAB 2025: Thomas Thomson, Omdia: “Trust is vital. Media organisations trade on trust.”
Thomas Thomson, Senior Analyst, Video Technology at Omdia discusses the importance of trust in media, the tension between app-led and content-led strategies in recommendation discovery and the value of user data and the potential role of AI in delivering personalisation by default.
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