Advertisement: The Top Three Priorities: Cloud Services, Artificial Intelligence, and Audience Interaction
Revamped Take:
Hawkings, director of sales strategy at Ross Video, spotted the cloud, AI, and audience engagement as the main game-changers at the 2025 NAB Show - a significant event for the media and entertainment industry. Speaking to TVTech's Phil Kurz during an executive chat, Hawkings highlighted how the industry is on the brink of a transformation.
Instead of fixing eyes on individual gear, technology vendors are gearing up to shift their gameplan from "selling hardware to selling minutes" in the cloud. Hawkings acknowledged that this shift is a change of monumental proportions, moving far beyond mere technology upgrades, especially in the context of live production.
The chatter about AI has finally transformed into tangible actions, Hawkings declared, driving improvements in media workflows. These applications include smarter graphic designs, automation, transcriptions, automated tagging of metadata, AI-assisted productions, facial and body tracking, clip generation, and highlight reel creation.
Broadcasters embracing ATSC 3.0 now stand to benefit from a more effective internet back channel from Smart TVs, letting them identify viewers and deliver content that caters to their specific interests. This personalized approach is helping rake in increased ad revenue for several media companies.
The NAB Show's spotlight didn't only rest on these areas. Show organizers also focused on appealing to the creator community, a market expected to be worth a whopping $500 billion by 2030, and home to 50 million professional creators.
Click here to catch the complete Executive Q&A session.
Insightful Highlights:
The 2025 NAB Show showcased a multitude of trends in the media and entertainment sector, all revolving around the integration of cloud technology, AI, and innovative engagement strategies. Here's a glimpse of what's brewing:
- Artificial Intelligence (AI) Evolution:
- AI has stepped beyond chatter, and is now being employed for tasks that streamline creative processes and improve media workflows.
- AI is not only catalyzing content creation but also reshaping fan experiences with new formats.
- Cloud Technology and Virtualization:
- The merging of cloud infrastructure with AI and interactivity is powering transformative changes in sports, streaming, and gaming, offering scalable and interactive production environments.
- Cloud virtualization is fostering cheaper and more efficient content production and distribution.
- Engagement and Personalization:
- AI and cloud platforms are playing a crucial role in creating immersive and personalized content experiences, enabling innovative workflows and fan-centric storytelling strategies.
- AI is enabling media companies to tailor content at scale, increasing viewer engagement and loyalty.
- Content Production and Distribution Shifts:
- The NAB Show underscored a gradual shift towards streaming and digital platforms, mirroring changes in audience viewing habits, with broadcasters scrambling to adapt within streaming ecosystems.
- The union of AI and cloud technologies is fueling more efficient production processes, opening doors to high-quality content creation even with limited resources.
In summary, the 2025 NAB Show threw a spotlight on the groundbreaking role AI, cloud technology, and viewer engagement strategies will play in shaping the destiny of the media and entertainment industry.
- At the 2025 NAB Show, the integration of artificial intelligence (AI) was a significant focus, driving improvements in media workflows and streamlining creative processes.
- The advancement of AI is not only revolutionizing content creation but also enhancing fan experiences with innovative formats.
- The merging of cloud infrastructure with AI and interactivity is powering transformative changes in sports, streaming, and gaming, providing scalable and interactive production environments.
- Cloud virtualization is fostering cheaper and more efficient content production and distribution, which is a game-changer in the media and entertainment industry.
- Hawkings, director of sales strategy at Ross Video, emphasized that technology vendors are shifting their focus from selling hardware to selling minutes in the cloud for live production.
- Broadcasters are embracing AI-assisted productions, facial and body tracking, clip generation, and highlight reel creation to create immersive and personalized content experiences.
- The NAB Show highlighted the gradual shift towards streaming and digital platforms, with broadcasters adapting within these ecosystems to meet the changing audience viewing habits, facilitated by IP technology.
