IBC2025: What to look out for on Day 3

IBC Conference  

At 10:15 in Conference Room (CR1), the “Media 2025: Winners and losers in the new content ecosystem” session will welcome Thomas Gruber, Co-CEO of ProSiebenSat.1 PULS 4 GmbH - ProSiebenSat1 PULS 4, and Jens Richter, CEO of Commercial and International at Fremantle. This session will offer insights into P7S1P4ATV Group’s content strategy across Austria, revealing how formats, deeply shaped by local influences, have been a major driver for JOYN’s success. The executives will also examine strategies around leveraging AI and employing an editing pace and storytelling that increasingly aligns with the expectations of the YouTube and TikTok generation – faster, punchier, and more immersive. 

In the session entitled “70 Years Forward: ITN’s Digital Transformation Journey” at 11:45 in CR1, Jon Roberts, Chief Technical Officer (CTO) of ITN, will reflect on leading the digital transformation of one of the UK’s leading production companies in its 70th year. From decommissioning legacy systems and transitioning to IP-based workflows, embracing software-defined production to investing in AI, and navigating wholesale change, ITN has invested in a future-ready infrastructure, training staff and adopting smarter workflows across the organisation. This session will offer candid insights into the strategic decisions, technical pivots, and cultural shifts that are shaping ITN’s next chapter as a content powerhouse – and what it means for the wider broadcast industry. 

Next, “Case Study: PGA TOUR Launches Golf’s First Live Moving Drone With Drone AR” at 12:35 in CR1 will explore how the PGA Tour revolutionised golf broadcasting by introducing drone-enabled augmented reality shot tracing. This was reportedly the first use of drones to capture real-time ball flight during live coverage. Spanning all 18 holes, this technology blended aerial footage with live AR graphics, offering fans an immersive and strategic view of the game. Featuring Alex Turnbull, Vice President (VP) of Production Technology and Analytics at PGA Tour, James Japhet, Chief Revenue Officer and Co-Founder of Bolt6, and Jon Freedman, Senior Vice President (SVP) of Media Broadcasting for the PGA Tour, the session will reveal the innerworkings of this award-winning innovation. 

Synthesising several days of IBC2025 insights and years of panellist experience, “Moderator Wrap Up” at 13:30 on the Second Screen will report key highlights, analyses, and reflections gained on the major news and trends shared over the course of the three-day conference. With lessons learned relayed by Rob Ambrose, Co-Founder of Caretta Research, Marion Ranchet, Founder of Streaming Made Easy, Mary Ann Halford, Principal at Halford Media Advisory, and Tom Bowers, Founder at Hypothesis Media, visitors will have the chance to glean what these topical trends mean for the future outlook. 

World-renowned editor, three-time Oscar winner Thelma Schoonmaker will speak with ACE consultant editor Carolyn Giardiana about her work in film in the 16:15 “In Conversation With...editor and multi-Oscar award-winner Thelma Schoonmaker” session in CR1. As this year's recipient of IBC's International Honour for Excellence, Schoonmaker will discuss the art and craft of editing, her close collaboration with Martin Scorsese and working to restore the films of her late husband, Michael Powell. 

IBC Technical Papers 

In the Technical Papers Room, the 11:15 “Provenance, Authentication and Privacy” session will host Jonathan Pfaff, a Researcher at Fraunhofer HHI, Unified Streaming’s Mohamad Raad, and Mohamed Badr Taddist, Cybersecurity Master graduate, content provenance and authenticity at the European Broadcasting Union (EBU). The researchers will conduct a privacy analysis of present Coalition for Content Provenance and Authenticity (C2PA) systems to assess potential security weaknesses which might identify personal details of the media creator. They will also present a proof-of-concept implementation where C2PA-autheticated media is live-streamed using DASH.  

Following this, Hojat Yeganeh, Senior Manager at IMAX Corp, and Tetsuya Hayashida, Principal Research Engineer at the Japan Broadcasting Corporation (NHK), will showcase their research findings in the “Advances in Video: AI encoding, Avatars and Immersivity” session at 13:45 in the Technical Papers Room. This three-paper session will showcase the compelling technical advances spanning encoding, AR/VR/XR and immersivity. In particular, it will demonstrate a 30K horizontal resolution 360-degree camera system and a 15K hemispherical display. In doing so, the presenters will reveal the technical design and challenges of the camera, lenses and capture system. 

Innovation Stage  

Located in Future Tech, Hall 14, the free-to-attend AWS & NVIDIA Innovation Stage will feature leading AWS Partners’ real-world solutions for content production, streaming, monetisation and broadcasting.  

At  11:15, Tom Gennari, Chief Data Officer at Fabric, Becca Monahan, Commercial Director of the Official Charts Company, and Dustin Sullivan, CEO of SportsDataIO will take to the stage with “The Fan Experience: Energizing Engagement in Sports and Entertainment”. In this session, Fabric will showcase how our collaborations with Sportsdata.io and Official Charts are transforming the fan journey across sports, movies, and TV. Visitors will learn how unified metadata, real-time insights, and deep content connections bring audiences closer to the stories, games, and on-screen experiences they love by delivering smarter discovery for fans everywhere. 

Content Everywhere 

Rich in revelations on the future of content, the Content Everywhere stages offer a free-to-attend series of expert-led panel discussions.  

For example, in the “Introducing SMPTE VC-6” session at 12:15 in Hall 4, Maximilian Müller, Senior Developer Technology Engineer of CUDA at NVIDIA, and Guendalina Cobianchi, SVP of Strategic Analytics and Business Insights at V-Nova, will detail the Society of Motion Picture and Television Engineers Video Coding-6 (SMPTE VC-6) codec and how it can help AI perform real-time analysis on large amounts of data, in a cost-efficient manner. According to the experts, SMPTE VC-6 does this by letting AI access only the pixels it needs, thereby removing the roadblocks that hold back live environments and media workflows.  

Another key Content Everywhere session will be “Inside Brazil’s 4K HDR nationwide rollout and how they delivered it with just 10 Mbps” at 13:15 in Hall 5. Brazil’s nationwide TV 3.0 rollout shows how broadcast can now deliver 4K HDR at scale with only 10 Mbps. In this fireside chat, Carlos Cosme, Innovation Specialist at Globo and Fabio Murra, SVP of Product and Marketing at MPEG LCEVC, unveil how VVC, MPEG 5 LCEVC, and MPEG H audio combine to create a broadcast-grade stack that is already transforming millions of households. Attendees will hear how the standard delivers pristine pictures, frees spectrum for datacasting, and is supported by a ready-to-ship device ecosystem. They will share encoder benchmarks, insights on the player landscape, and the lessons learned from Brazil’s leadership. Visitors will leave with clear guidance and a checklist to upgrade broadcast, OTT, FAST, or social video workflows. 

Shortly after, Allan McLennan, Executive Member of the IET Media Technical Network and Chief Executive of PADEM Media Group, will moderate a session named “New frontiers in live video: new experiences for new audiences” at 14:00 in Hall 4. From Multiview to live wildlife feeds from waterholes in Africa, this session will explore the new business and monetisation models that have been enabled by internet-based connectivity, alongside the technical challenges that have been overcome as well as the potential for further new use cases. Insights will be offered from the unique experiences of industry specialists Karen Clark, CEO of Telstra Broadcast Services, Krish Kumar, CEO of Wowza, and Rob Koenen, Founder and Chief Business Officer (CBO) of Tiledmedia.  

Furthermore, “New approaches in content distribution” at 14:30 in Hall 5 will take listeners inside the all-IP environment of digital media. In this session, Laurent Kupersztych, Principal Solution Engineer at CDNetworks, will outline how AI technologies can be used for to improve video quality, minimise latency, and ensure smooth playback across a range of devices and networks. Meanwhile, Lars Larsson, CEO of Ora Streaming and Co-Founder of Varnish Software, will share strategies for extending delivery infrastructure with edge compute. Additionally, Adrian Roe, CEO and Founder of Norsk by id3as, will introduce Common Media Server Data (CMSD), which has the potential to optimise bandwidth utilisation and enhance load balancing across distributed networks as services scale globally through intelligent signal management. 

Similarly, the “Developing the Perfect OTT Application for Young Users: An LTTS Perspective” session at 16:00 in Hall 4, will disseminate key learnings from Anshuman Singh, Practice Head of Media and Entertainment at L&T Technology Services, and Nikhil Kawatra, Principal Architect of Media and Entertainment at L&T Technology Services, on the creation of an OTT platform for young users. The executives will highlight how developers can create a platform that stands out in the market and becomes a favourite for families worldwide by focusing on user-friendly design, robust parental controls, personalised recommendations, and innovative features.  

Showcase Theatre 

In the free-to-attend Showcase Theatre in Hall 8, four days of sessions will unravel the industry’s biggest challenges, successful business models and real-world solutions. Industry trailblazers set to land at the IBC2025 Showcase Theatre include Google, AWS, MediaKind, RTS, Gracenote, Lightricks, Evergent, GSMA, Tata Communications and Sony. 

At 14:30, Duane Yoslov, Senior Vice President of Diversified, will lead attendees through the shared challenges – and surprising synergies – between AV technology strategies in sports venues and enterprise environments. The session, entitled “Strategic AV that Powers Human Connection: Reinventing Engagement Across Sports and Corporate Enterprises”, will dive into how both settings are evolving to deliver immersive, tech-driven experiences that strengthen loyalty, create memorable moments, and turn passive audiences into active participants. 

Future Tech Hall 

In the Future Tech Hall 14, global tech leaders and trailblazing startups at the forefront of media technology will showcase breakthrough products and services that are transforming the industry. These innovations will include everything from AI-driven workflows to cloud-native production tools, 5G-enabled remote production, immersive experiences, and sustainable innovation.  

In the “Unlocking Global Scale: How DAZN & Google Ad Manager Elevated Live Sports Advertising” session at 13:00, Jatin Dev, Partnerships Lead of Media and Entertainment at Google, and Sandeep Tiku, CTO of DAZN Group, will take the IBC Showcase Theatre to talk over how they drove a record number of ad-supported viewers during DAZN’s exclusive global broadcasting of the FIFA Club World Cup 2025™. They will delve into the strategic shift towards programmatic monetisation for live sports, the technical innovations that ensured a seamless user experience, and the collaborative effort required to manage massive viewership spikes.  

On the Future Tech Stage, John Cardani-Trollinger, SP Solution Technologist at Cisco, will present the “Secure. Innovate. Connect: Empowering Service Providers as Critical Infrastructure in the AI Era” session at 14:30. He will identify the security challenges providers encounter in an AI-driven world, breaking down complex concepts into straightforward insights. Attendees will learn how AI introduces new opportunities for smarter, faster threat detection and response, while also creating unique risks that require fresh security approaches. Cardani-Trollinger will explore how Cisco's solutions help providers protect infrastructure and customer data by embedding AI-powered security controls that are easy to manage and scale.  

Another Google executive due to present in the Future Tech Hall is Justin Grayston, Head of Customer Engineering, Telco, Media, Entertainment, Gaming and Agencies (TMEGA) UK/I at Google Cloud. In the “AI Agent Assistants for Live Production” at 16:30, Grayston will be joined by Jon Roberts, CTO of ITN, Morag McIntosh, Solution Lead for Live Production Control at the BBC, and Aaron Nuytemans, Chief Commercial Officer (CCO) at Cuez. The panel plans to visualise a future where AI-driven production assistants seamlessly integrate into control room workflows, enhancing live production with intelligent automation. 

Exhibition floor 

Out on the exhibition floor, visitors can expect the usual hive of activity with representatives across the full spectrum of the industry, from the most influential names in the industry and those new start-ups breaking the mould. Demonstrations of the cutting-edge tech shaping the media and broadcasting sector will abound.  

IBC’s 1,400 exhibitors this year include industry leaders such as Adobe, Amazon Web Services (AWS), Avid, Canon, Dell Technologies, EVS, Google, Haivision, Interra Systems, LucidLink, Microsoft, NEP Group, Octopus Newsroom, RED Digital Cinema, Sony and many, many more.