At the conference session “Industries of Tomorrow: How to Embrace Change and Ride the Wave”, IBC heard inspiring stories of women making a difference, sometimes against the odds.
The last year has seen diversity, equality and inclusion programmes rolled back amid anti-woke rhetoric, fear, and misinformation, but that isn’t cowing leadership in the industry.
“The headlines we read are not always representative of what we feel or our company’s values,” said Muki Kulhan, UK Ambassador at Women In Immersive Tech IT (WIIT). “We wanted to come back to IBC and be unapologetic about who we are. We want to burst these doors open and keep the conversation going.”
Shariat Hussain, Researcher and Computer Scientist, started out in Pakistan. “It’s been a long journey. I have achieved so many things and lost so many things, too. What matters are the people who supported me when no one else did – my father, my professor and WIIT.”
Hussain is now working in Austria, having persisted in applying to study in Europe and having her visa cancelled multiple times. The Insta account she set up to record her progress has more than 6 million views and 7,000 followers.
“So many people can relate to me. You don’t have to be privileged to come here if you are talented. It makes me so happy that I inspire others.”
Oana Burka, a Creative Technologist from Monks, grew up in Moldova, “facing preconceptions about what women and men should do. I wanted to prove them wrong.”
She applied for tech tech-heavy degree and ended up in a male-dominated environment. “I did not always feel welcomed or supported, so I changed from engineering to working at the intersection of tech and art, which was more inclusive.”
However, that first experience left its mark. She continues: “I wanted to prove that it’s possible to build an environment where you are valued for your ideas and not judged on your identity. Internal resilience is important, but so is how we shape where we work.”
Originally from China, Tori Bai, Associate Director Strategy at Shure started her career 18 years ago in the US as a software engineer. “Career change can be challenging. It took a lot of trial and error and some frustration, but my advice is to keep going. In the end, I looked for the culture of the company I wanted to join. If you find the right one, you can then give back to society.”
Carol Bettencourt, Vice President (VP) of Marketing at Chyron, has had a storied career, from research analyst and tech writer to systems integrator, but her formative experience was seven years as a classical ballet dancer.
“I worked as a dancer at Disneyland in Orlando and learnt about the importance of discipline, perfection, and striving to please your audience – and that this applies to literally everyone in the business.”
Now she nurtures her own teams by valuing every single life and work experience that they have had. “I hire people I trust, with good energy and a willingness to learn. Those things are harder to teach but necessary as more work is done remotely.”
Mentoring and advocacy groups like WIIT and Rise are building the tech and the people of the future, noted Regina van Tongeren, fellow WIIT Ambassador. She added:, “I hope someday we won’t have to have campaigns.
Adrian Pennington recently spoke to Nexus Studios, Hartswood Films and Filmsat59 about JP Morgan’s Top 200 Women-Powered Businesses report. Discover more here.

What do creators want at IBC2025?
Reporter Gillian Kelly catches up with content creators Justin Dawson from All Things TechIE Podcast and Laura Wilkes from Communicating for Impact to learn about the latest tech, kit and software that made their must-have list this year. What will help them reach bigger audiences and look better than ever? It’s about smaller, cheaper, quicker and easier!

IBC2025 Session Summary: The Frontier of Creativity: Making the Leap with AI to What's Next
Moderator Silvia Candiaci (Microsoft) was joined by Aus Alzubaidi (MBC Group), Kathleen Mitford (Microsoft), Olaf Gersemann (Microsoft), and Robin Cole (Microsoft) to explore how AI extends beyond productivity enhancement and into the creative process.

Vancouver Media's Migue Amoedo: "AI’s like fire, but we have to take the responsibility"
AI production tools formed an essential role in the making of Netflix’s new series Billionnaire Bunker. Migue Amoedo of Vancouver Media, and Netflix’s Victor Marti discussed how AI enabled filmmakers to design sets in pre-production or place characters in a pre-filmed location. “I understand the controversy… it’s like fire, but we have to take the responsibility and we have to lead,” Mr Amoedo said.

IBC2025 Session Summary: Unlocking Global Scale: How DAZN & Google Ad Manager Elevated Live Sports Advertising
Rebecca Hopkins (The STA Group) moderated this Friday afternoon session on the Future Tech Stage; she was joined by Jatin Dev (Google) and Sandeep Tiku (DAZN Group). The session focused on DAZN and Google Ad Manager’s rethink of live sports advertising during the FIFA Club World Cup, with the panelists sharing both challenges and achievements.
Fox Sports’ Brad Cheney: “5G is here and real”
Throughout the IBC2025 conference, top-level executives are beginning to concur that 5G has officially stepped out of the proof of concept realm and into real-world sports production scenarios.