Written by Guilhem Krier, Head of New Business and Market Development (EMEA) for Broadcast & ProAV at Panasonic Connect Europe
The audiovisual (AV) market has become one of the most dynamic growth areas for companies traditionally operating in the broadcast and cine sectors. What was once a relatively separate domain is now rapidly merging with the broader world of live events, corporate communication, education, and hybrid production. Across Europe, this shift is accelerating as organisations demand higher-quality visuals, more flexible workflows, and frictionless digital experiences.
The lines between AV, broadcast, and cinematic production are blurring. This convergence is fundamentally reshaping expectations, technology design, and business strategies.
Why AV Matters to Broadcast and Cine Tech Suppliers
Historically, the broadcast and AV markets differed less in the technology itself and more in how that technology was used. Broadcast environments prioritised consistency, compliance, and stability, often through highly structured workflows and longer investment cycles. By contrast, AV has always demanded greater flexibility, rapid deployment, and ease of use, with systems often managed by more diverse or non-specialist teams.
Today, those worlds are meeting in the middle. European AV end-users increasingly expect broadcast-level image quality with consumer-level usability. They want cinematic colour, stable IP streaming, remote control, automated operation, and scalable systems, all without needing highly trained operators on site.
The shift from hardware-centric workflows to software-defined, IT-driven production environments makes the AV market particularly attractive to broadcast and cine suppliers. It’s a space defined by constant innovation, high growth potential, and expanding use cases across corporate, education, government, live events, culture, and sports.
Bringing Broadcast Innovation Seamlessly into AV
As demand grows, broadcast manufacturers have become key enablers of the AV sector’s evolution. Several technological pillars are driving this shift:
- PTZ Cameras: Once an exclusive staple in broadcast or studio environments, pan-tilt-zoom (PTZ) cameras are now crucial in AV installations. They deliver broadcast-level, studio-grade video production. They also offer flexible coverage, studio-grade 4K visuals, easy installation, advanced zoom, autofocus and stabilisation, and remote management.
These are essential in accommodating diverse content needs in a variety of fixed and on-location settings. Ultimately, PTZs provide broadcast-quality output without broadcast-level staffing requirements.
- AI & Automation: AI-assisted tools, such as auto-tracking, auto-framing, keyless green screen mixing, and sophisticated presets, are transforming AV production. AI streamlines operations and reduces setup time for operators. This is ideal for AV environments and installations where resources and time is limited.
- Software-Defined Production: As workflows shift from hardware to software, production systems increasingly live in the cloud or run over IP networks. Software-defined platforms integrate switching, mixing, graphics, routing, and remote monitoring. This enables broadcast-quality content to be produced from almost any location.
Open IP Protocols and Interoperability: The spread of open, IP-based video protocols within professional AV is accelerating. Support for standards such as NDI®, SRT, and SMPTE ST 2110 allows AV and IT teams to integrate cameras, displays, control surfaces, and production tools into unified, scalable ecosystems.
Single-cable Power over Ethernet simplifies installation, reduces costs, and minimises disruption in heritage buildings, campuses, and government facilities.
- Virtual Production and XR for AV: Technologies once reserved for high-end broadcast studios –including real-time camera tracking protocols like FreeD – are now being adopted in corporate, education, and cultural AV projects. This is enabling immersive environments, interactive exhibitions, extended-reality (XR) presentations, and sophisticated virtual events without requiring cinema-grade crews or infrastructure.
Strategic Implications for Broadcast and Cine Suppliers
With rising end user expectations, even non-broadcast users expect 4K video, seamless streaming, and intuitive AI-driven automation as standard. With high-end displays and immersive AV environments becoming commonplace, organisations demand broadcast-level production quality. These high expectations are pushing broadcast suppliers to make tools more flexible, user-friendly, and accessible for AV clients.
This is forcing broadcast suppliers to rethink their product design philosophies:
- Products must be simpler to install, often plug-and-play.
- Interfaces must be more intuitive, suitable for non-specialists.
- Devices must be interoperable with AV-IT ecosystems, not just broadcast infrastructure.
- Features must support flexible, multi-purpose use cases.
The shift has significant business consequences too. As workflows become network-based and software-driven, manufacturers can develop recurring-revenue ecosystems around software modules, remote-management platforms, automation tools, and firmware-enabled upgrades. As a result, the camera or hardware surface becomes one part of a broader integrated solution.
Doing More with Less: The AV Road Ahead
The lines between AV and broadcast are blurring fast, driven by IP, AI, and automation. Going forward, IP-based production will become standard, enabling efficient and scalable workflows. AI will transform operations from camera tracking to automated switching, augmenting human capabilities that allows teams to do more with fewer resources. Virtual production and XR will also continue to grow, making high-end visual environments accessible without the requirement for complex infrastructure.
The convergence of AV and broadcast is a fundamental shift that will define the next decade of video production. This will result in IP-native production becoming the new standard; AI-assisted automation playing an increasingly prominent role in camera switching, mixing, and real-time analytics; virtual and hybrid production becoming more accessible; and increased interoperability.
For broadcast and cine suppliers, the opportunity lies in leveraging expertise in the AV market to meet demands for quality, flexibility, and innovation. Those who adapt will lead the next era of high-value content production.