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NAB attendance may have slipped compared to last year but visitor numbers alone do not provide an accurate, quantative measure of the success of a trade show.
The 2009 edition of the industry’s flagship event had welcomed 84,000 attendees by day two, signalling a restrained approach to the event rather than an apocalyptic omen for the future.
As usual the show has hosted some major product releases from the giants of the broadcast technology industry as well as some sneak previews of what we can all expect to see in the near future.
Both NAB and IBC have featured 3D showcases recently but 3D broadcasting is beginning to shift from the innovations sideshow and into the mainstream of the show.
Panasonic announced that it has begun development of a 3D production system. Mass production of the dual lens camera and associated 3D plasma displays might be some way off, but the announcement from a major manufacturer that a 3D production kit will be commercially launched at all, is a significant step.
Just as HD production began ahead of HD transmission, content creators could soon start amassing 3D content for future use.
The development of a dedicated 3D area at the show and the willingness of the industry to commit to its future is a clear sign that the slowdown is not affecting the rate of innovation in the industry.
The emerging markets – including the Middle East – continued to rise in importance at the show as developed markets have stagnated.
The biggest NAB story for the region was the news that European satellite operator SES Astra has aligned itself with Abu Dhabi newcomer Yahsat for DTH services in the MENA region.
SES made a point of signalling the importance of the Middle East as a growth market and its interests in Yahsat’s broadcast division YahLive, will offer it significant access to much of the expected expansion in bandwidth usage.
Internationally, the broadcast industry has plenty of work to do. Expectations from the public are rising. Demand for 3D, HD, VOD platforms, online video services and relevant targeted advertising is unlikely to wane. Television is viewed as more of a utility than a luxury service and people expect to turn the tap and receive a stream of reliable, quality content for free. That expectation should ensure constant demand for the services and content that the technology on show at NAB enables.
As the minimum standard acceptable to viewers continues to rise broadcasters will have to invest in the infrastructure required to keep pace. What this year’s NAB should prove is that while this pace may have slowed, development continues and progress means profit.
John Parnell is the deputy editor of Digital Broadcast Middle East.
