NAB Show 2024 highlights: Unveiling transformative trends in media and entertainment

With the fast-growing creator economy and generative artificial intelligence (AI) in the spotlight, the NAB Show Conferences was a jam-packed event last week, bringing more than 61,000 attendees and 1,300 exhibitors from the broadcast, media, and entertainment industry to Las Vegas. ??

Our team of media and entertainment experts was there to attend workshops, take part in informative sessions, and connect with industry thought leaders. From their point of view, the atmosphere was electric. The ever-evolving media landscape came to life as they interacted with the latest innovative products and solutions, ranging from AI-driven tools to immersive virtual reality experiences, alongside cutting-edge broadcast and delivery technology.?

For those who could not make it, don't worry — we've got you covered.??

Our experts captured the essence of the event, bringing the very best from the show floor straight to you.?

The rise of AI?

Given the massive potential of generative AI in media and content creation, it is no surprise that AI was the dominant theme at the NAB Show. From editing to production and content creation to delivery, we were impressed by AI's potential to enhance production workflows, streamline processes, automate content creation, enhance personalization, and improve advertising effectiveness.??

Pixelscope Co., Ltd demonstrated its AI-powered sports broadcasting by hosting a table tennis tournament. Attendees experienced the excitement of the game while high-speed cameras and real-time processing handled the technical aspects, from selecting angles to generating live stats, without human intervention. ?

Also, the Adobe booth showcased upcoming generative AI features for Premiere Pro, including image generation and editing, design enhancement, text effects creation, and audio workflow improvements.?

Evolution of media technology?

This year's NAB Show put broadcast and media innovation on display, proving that the industry is transforming continuously. Both audio and video editing showed a significant shift towards IP networking and cloud-based solutions. Here are a few of the other hot trends our experts saw: ?

Streaming platform profitability ?

One of the standout points from the conference was how streaming platforms reduce marketing costs through technology investment. When platform providers secure exclusive content rights, particularly in sports, they can significantly boost existing audience engagement and broaden their user base. With its built-in audience, exclusive content allows the platform to focus on both promoting and creating new content, all the while effortlessly attracting new users.?

Changing consumer behavior???

Another trend highlighted at the conference was the evolving consumer landscape, especially among younger audiences who prefer shorter content formats and interactive experiences. Personalization and hyperlocalization are also becoming increasingly important for engaging users. ??

Ana Aristizabal, MBA , director of business development, adds:??

"I found it fascinating how content creation is changing, from generating content ideas to delivering the final product to the audience. The focus is on creating content based on watching habits and building systems to streamline the process. We want to ensure our content gets to interested viewers at the right time. The real game changer lies in producing high-quality, hyper-personalized content that precisely meets the client's unique needs." ?

Mark Roberts Motion Control 's presentation, ‘Attractivation’ was a great example of an engaging, interactive experience. The company collaborated with Vū and Nikon to unveil cutting-edge camera robotics and virtual production capabilities in Unreal Ride. The interactive experience merged physical and virtual realms through motion control technology. Attendees immersed themselves in the adventure, steering a custom-made sports car through cityscapes, natural landscapes, and psychedelic tunnels, capturing real wind-in-the-hair sensations, thrills, and footage. ??

Remote production and cloud services???

Remote production capabilities powered by 5G networks are transforming live event coverage, particularly in news gatherings and sports broadcasting. Additionally, cloud infrastructure is critical for delivering high-quality streaming services and enabling scalability.??

Amazon Web Services’ (AWS) exhibit displayed a cloud-based newsroom developed in collaboration with NVIDIA , allowing attendees to observe live cloud production in action. Additionally, visitors could engage with stations addressing critical industry topics from content production to monetization and participate in interactive experiences like the Generative AI Playground and AWS Builder Zone. ?

Monetization of Data??

Conference attendees also discussed the growing emphasis on utilizing data to drive content valuation and monetization approaches. Companies are exploring ways to leverage data effectively, considering factors like metadata quality and its role in content personalization. ?

Aleksandar Stojanovic , engineering and delivery lead at HTEC, shares his impressions:??

"The topic that caught my interest was content distribution and monetization, as well as the role the media supply chain plays in supporting crucial processes, from content creation and acquisition to distribution, licensing, monetization, and customer retention."??

Aleksandar also added that he was most fascinated by The Studios at WWE , a groundbreaking production facility in Connecticut spanning 30,040 square feet, launched by TKO Group Holdings. This state-of-the-art production facility has five studios and a top-of-the-line virtual production stage with the latest technology. ??

What’s next??

Our experts are already excited about next year’s NAB show, its ground-breaking innovations, and thought-provoking ideas. Each HTEC expert left this year’s conference with a fresh perspective and dedication to continue shaping the future of media and entertainment. Together, our team will continue pursuing innovative solutions that help companies lead with confidence in the changing media landscape.?

Connect with Ana Aristizabal, MBA , Pamela Strug , David Thomson , Aleksandar Stojanovic , Marko Ani? , Robert Radusinovic or Zinaida Huremovi? to learn how HTEC’s media and entertainment capabilities can help your organization create moments that inspire through immersive technologies and holistic and human-centered media and entertainment experiences.?

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