Proactive International PR’s Marketing Director Jade Hush shares her key takeaways from Connected Britain 2024 and IBC 2024 – with one of the most striking learnings being that the telecom, media and broadcasting industries are becoming increasingly interlinked. While both events have distinctly different focuses, several shared themes between the two reflect how these industries are converging.
Connectivity and content
With the rollout of 5G and full-fibre broadband networks, media consumption is set to become even more interactive and seamless. We are more than familiar with the general ‘connectivity basics’ that we all depend on personally and professionally, including the likes of streaming, emails and video calling. This year’s IBC took these connectivity requirements to a whole other level, showcasing bandwidth-hungry services ranging from global media broadcasting to immersive AR/VR experiences. The infrastructure discussed at Connected Britain provides the foundation for these content innovations, demonstrating how fast, reliable connectivity is crucial to the future of media and connection.
AI and automation
Artificial Intelligence (AI) was a major topic across both events. In the telecom sector, AI is being used to enhance network management, from automating maintenance to improving operations and services. Similarly, in media, AI is transforming production workflows, enabling faster editing, content personalisation, and automated processes. One point that is prevalent across all industries – including beyond those covered by Connected Britain and IBC – is the need for standardisation across all operations, specifically emerging technologies like AI. This is definitely a topic to watch for the future.
Sustainability
Another topic that is high on every industry’s priority list is sustainability – and this was also true for Connected Britain and IBC. It was clear that the telecoms and media industries, on a global and local level, understand the importance of reducing their environmental impact. Within the telecoms industry, we are seeing telecom brands focus on energy-efficient networks and sustainable infrastructure, while media organisations are adopting initiatives like cloud-based production workflows to cut down on resource-heavy physical production.
Data
We see the importance of data everywhere. As a B2B tech communications agency, data is critical to our PR and marketing campaigns, and the same is true for all operations and business strategies, regardless of what industry they are in. In telecoms, companies are leveraging data analytics to optimise network performance, monitor consumer behaviour, and deliver tailored services. It is similar in the media and broadcasting sector with data being used to inform content creation, improve audience engagement, and deliver personalised viewing experiences. The ability to collect and analyse data in real-time is driving innovation and improving the efficiency everywhere.
Converging topics and operations; communications that count
While the topics above are specific to Connected Britain and IBC, there is also crossover with other industries like the satellite and ground segment sectors – as covered by our CEO Jayne Brooks in her latest blog on the trend takeaways from SSGS 2024. Whether it’s the rollout of fibre, wireless, or satellite networks, the adoption of AI, or the drive for sustainability, all industries are clearly moving towards a more connected and content-driven future.
Interested in learning how Proactive PR can shape your communications strategy to keep up with your latest brand innovations and insights? Book a meeting with our Marketing Director Jade Hush or email jade.hush@proactive-pr.com to learn more.
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