Director of Product Marketing, Bryce Button talks exclusively to ProductionHUB about IBC 2019 and what AJA is excited about this year.

AJA Talks Success of HDR Productions & More at IBC 2019
What are you showcasing at IBC this year?
Visitors to AJA’s IBC 2019 stand (7.C25) can expect to see a host of engaging tech demos that show off exciting new product developments as well as updates to production-proven solutions for every facet and type of production – from frame synchronizers and conversion solutions to recording and streaming tools, audio and video I/O tools, HDR monitoring and analysis kit, routing technology and much more. We encourage you to stop by, check out all the gear and learn more from one of our team experts.
What trends are you looking forward to exploring more at IBC?
The success of HDR productions for high profile sporting events this year, such as the Women’s World Cup, Wimbledon, and the FA Cup Final, will drive new conversations about the current state of HDR production at IBC this year. It’s no longer a question of whether or not audiences truly benefit from it, but rather, what’s the best way to do it right. With products like FS-HDR and HDR Image Analyzer, we’re heavily invested in the evolution of HDR production and look forward to speaking with pros who are working with HDR in the field to learn how we can better help them. We’ll also look at how the transition to IP is progressing as well as the evolution of eSports, 12G-SDI, 5G and other trends.
How do you approach each IBC show? How are you constantly evolving?
We strive to build tools that address the needs of live production and post professionals today and into the future, which is reflected in our approach to IBC each year. We look at how we can improve our current technology to make it even more useful to users as well as develop new technologies that will address new pain points and support the embrace of trends and bridges to IP, HDR or 8K. Evolution is key to continued growth, which is why in addition to broadening broadcast, production, ProAV and post offerings, we’re also thinking about how our technology might serve other markets that are beginning to take advantage of video.
What are you most looking forward to?
Stroopwafels and canal views aside, we’re excited to see the reaction to our engineers’ dedicated efforts and for a chance to connect with friends, customers and partners who we don’t get to see enough in a year. It’s also a great information gathering opportunity; we can get firsthand insight into how professionals see the progress of trends and get a better feel for the challenges they face. I often find that ideas for new technology and partnerships come out of conversations from this show whether with professionals, users or partners.
What do you hope everyone will be talking about after the show?
I’d love to see conversations surrounding HDR, IP and UltraHD that will move the needle forward in terms of how they are created and delivered in a more efficient way.
How are you prepping for IBC?
IBC preparation involves a range of tasks - from readying products and updates for announcing to finalizing the booth design, building marketing and press materials, and working with customers and partners to roll out stories prior to or during the show.
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