In AV broadcast, the pendulum is swinging from hardware to software
Historically, most tasks in AV broadcast required specific, dedicated hardware; but this is no longer the case. Hardware platforms have become commoditised, meaning that functionality is no longer tied to specific devices. This shift has democratised the technology, making advanced AV solutions accessible to a wider audience – indeed, one could argue that AV broadcast as an identifiable market would not exist without it.
According to AVIXA’s IOTA 2024 industry report, standalone software revenues are projected to rise by 10.6% this year, marking the fastest growth of any product category for the second consecutive year.
Case in point: Blackmagic Design
A notable example of this trend is Blackmagic Design's decision to offer its Camera software (below) for free as an iPhone and Android app (pictured below). With modern smartphones boasting high-quality cameras, this app allows users to leverage professional-grade software without the need for expensive hardware. The app's integration with Blackmagic Cloud and DaVinci Resolve for editing exemplifies how software is becoming central to the AV ecosystem.
Virtual production
One of the most exciting developments in AV broadcast is virtual production, which relies heavily on software. This involves using game engine technology to create realistic moving landscapes in real-time and camera tracking software to ensure backgrounds and lighting respond accurately to camera movements. This innovative approach not only enhances the visual quality of productions but also offers cost and environmental benefits by reducing the need for physical sets and on-location shoots.
Implications for the future
The growing importance of software in AV broadcast signifies a paradigm shift. As software continues to advance, we can expect even greater integration of artificial intelligence, augmented reality, and other cutting-edge technologies. This evolution will further blur the lines between AV and broadcast markets, fostering new opportunities for creativity and efficiency.
For industry professionals, staying abreast of software developments and understanding their implications will be crucial. By embracing these changes and adapting to the new software-driven landscape, AV professionals can unlock new potentials and drive the industry forward.
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