💡 Cross-Industry Trends Identified Ahead of Key Summit

According to the expert, the long-standing convergence of these two industries has reached a fundamentally new level, transforming both the corporate sector and traditional linear television.

The power of visual storytelling is now opening up to a much broader market. Broadcast-grade tools are becoming increasingly accessible to Pro AV users—ranging from the creation of high-quality corporate content and the outfitting of sports arenas to the construction of complex immersive spaces.

This convergence works both ways: while Pro AV is adopting broadcast standards to elevate live streams or Teams meetings to a professional level (via multi-camera shoots, advanced audio, and graphics), traditional TV is increasingly borrowing more affordable and user-friendly Pro AV tools. This allows broadcasters to cut budgets and accelerate their transition to agile digital workflows. The primary technological drivers behind this integration include IP-based technologies (NDI, Dante, ST-2110), cloud software for remote monitoring, and AI-driven process automation.

Nevertheless, significant barriers to full synergy remain. The corporate sector faces rigid network security requirements when integrating IP hardware into corporate IT infrastructures. Furthermore, Pro AV is experiencing an acute shortage of professional creative talent (such as camera operators, lighting technicians, and sound engineers), whose roles within companies are frequently filled by non-specialist employees.

According to Ambrose, vendors from the traditional broadcast sector need to pivot their sales culture: they are accustomed to dealing with a tight-knit circle of chief technology officers at TV networks, whereas the Pro AV market is far more fragmented and critically dependent on systems integrators, distributors, and consultants. To maintain competitiveness, players in both markets must shed any industry insularity, recognize the uniqueness of each other’s business models, and actively adopt best practices: namely, the agility of the Pro AV digital ecosystem and the absolute reliability of broadcast-quality content.