Integrated broadcast-quality video production tools are becoming standard in AV setups, while broadcasters are benefiting from AV's expertise in creating immersive and interactive environments. Forget about the Marvel Cinematic Universe – for organisations looking to boost innovation, engagement and impact with their audiences in 2025, this is the crossover to keep your eyes fixed on.

While sports organisations are currently leading the charge in terms of adoption – using the combined technology for player interviews, VAR reviews and fan zone content – the potential use cases unlocked by the convergence of these disciplines and solutions are vast across almost all industries.

Here are a some of the most significant ways that AV broadcast technology offers new opportunities for companies to communicate with key audiences.

Creating new digital realities with volumetric sets

Through the use of volumetric capture technology, real actors, presenters and objects can be incorporated into immersive, three-dimensional worlds with volumetric sets. Specially designed cameras and sensors record data that is rendered in a virtual environment, allowing viewers to interact with scenes from new angles and perspectives.

Not only can volumetric sets respond to live inputs, making them ideal for broadcasting events, they can also save organisations the time and expense associated with physical set construction in some instances. In environments where narratives are constantly updating in real time, the flexibility of volumetric sets can offer new creative potential for engaging audiences with dynamic and adaptable backdrops.

Volumetric sets can also consolidate production requirements and reduce costs. NVP Media uses Grass Valley’s AMPP solution to create multiple live productions of Italian football’s Serie A, B and C centrally and with the same team of operators, for example.

Reaching new audiences

The mutual influence of broadcasting and AV technologies boosts production efficiency, and opens up new avenues for audience involvement. Brands and businesses are leveraging these technologies to expand their reach, delivering content to people who wouldn’t otherwise be able to access it – particularly in a live context.

Creating, storing and distributing proprietary video content has become significantly easier in recent years. Consequently, numerous vertical sectors have embraced content production as an additional means of engaging with colleagues, cohorts and customers.

For instance, pioneering IP network technology from Kiloview offers theatre operators advanced new methodologies for multi-theatre live streaming, allowing music fans who aren’t physically present to enjoy immersive, high definition AV experiences live. This scalability is transferable across many industries, and has clear economic benefits for companies looking to create lucrative new revenue streams.

Bleiben Sie informiert!

ISE, the world-renowned annual tech show for the AV and systems integration industry, takes place in Barcelona, 4-7 February 2025. The show constantly evolves around the vibrant markets in which we thrive. The crossover between AV and broadcast is another example of how our community is evolving, and we’ve responded to this trend by actively integrating content and features that showcase how these technologies can complement each other.

The AV Broadcast Zone (previously the Content Production & Distribution Zone) is located in Hall 4 at ISE 2025. Here attendees will find solutions covering content acquisition, editing, management, storage and distribution; including cameras, camera tracking equipment, switchers, monitors, virtual sets, video networking solutions, intercoms and audio consoles.

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