NAB 2025: Backlight’s Kathleen Barrett on the growing importance of dynamic MAMS

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.”

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.

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.

Combining the flexibility of rapidly maturing cloud solutions with the immediacy and reliability of on prem is an increasingly popular choice, says Paddy Taylor, particularly around video acquisition. However, the wider industry needs to focus on improving education for the next generation of engineers and operators for these advanced technologies, he believes, as current education focuses on traditional live production roles rather than on efficiency and automation, which are crucial for the future.

While virtual production tools and increasingly potent AR solutions are revolutionising and democratising what is possible in live event coverage, Kemal also believes that industry education needs to be improved, especially around mid-career training rather than chasing the latest technology chimera.