Claus Pfeifer, Head of Technical Sales, Media Solutions for Sony Professional Solutions Europe talks about the 2019 IBC Show in Amsterdam.
Q What are you showcasing at IBC this year?
A Sony Professional Solutions Europe aims to help media companies to develop their brands and audiences through a combination of our state-of-the-art products and customer-led services. At IBC 2019 we will be showcasing these very products and solutions. Expect to see a broad range from content acquisition, management and distribution, from IP Live solutions, the CineAlta range that supports content creation workflow, a variety of IP, 4K/HD and HDR capable products, new partnership announcements, as well showcasing our Intelligent Media Services, the newly created division within Sony Professional Solutions Europe. And of course, some exciting announcements… keep your eyes peeled!
Q What trends are you looking forward to exploring more at IBC?
A Our industry has seen a significant transformation over the past year. I’m looking forward to seeing how the industry has evolved thanks to trends like the continued growth of cloud technologies and services, virtualisation of media and the rising interest in AI and IP production. I’m particularly looking forward to seeing how the industry will change due to 5G introduction.
Q How do you approach each IBC show? How are you constantly evolving?
A Sony recognizes the vital importance of evolving and creating products and solutions based on current industry trends and customer needs. We strive to meet these very needs, allowing our customers to quickly address industry challenges and benefit from greater work flow efficiency, flexibility and creativity. A good example is our Virtual Production Solution, a slightly disruptive service that possibly many customers did not expect from Sony.
Q What are you most looking forward to?
A IBC is always a great opportunity to meet with customers, not only to showcase our products and services, but to gather greater insight and understand further the challenges they face. I always look forward to this feedback - it allows us to come away with a fresh understanding of customers wants and needs to work with when developing our products and services. IBC is also a place to meet old colleagues and other vendors, building or refreshing partnerships.
Q What do hope everyone will be talking about after the show?
A Of course, I hope that everyone will be talking about how Sony is evolving with its customers and providing products and services that are tailored to the specific needs of content creators. This starts with WOW content on our Crystal LED screen as content is still king. This is what Sony is known for. But I hope that our customers also see how Sony can help them make the most of content, using Cloud and IP technologies to keep up with the fast changing requirements.
Q How are you prepping for IBC?
A The run up to IBC is the busiest time of year for our industry. I am refining our strategy for the show and supporting the team on a technical level. On a personal level, I’m trying to be as prepared as possible before the real IBC madness starts!