Conformance and Interoperability, Cyber Security Services

Hybrid devices and AI take centre stage at IBC 2025

As usual, the IBC show floor was still full of impressive hardware, however screen innovation has become more incremental, with no new significant developments for several years.  Instead, what was largely on show were refinements that improve workflows rather than transform them. The real disruption is happening elsewhere, could it be that IBC may have reached peak relevance?  

IBC 2025 key highlights 

AI optimising content and interfaces  

Predictably AI was everywhere, and in some cases companies were using AI techniques to augment and improve existing services. For example, Dolby Vision 2 uses AI technology to improve, optimise and deliver an even better viewer experience, more faithful to the creative intent.  

Interestingly they’ve also thought about how to simplify the user interface, something that in this tech-complex sector is often overlooked. At the same time, many manufacturers were keen to show embedded AI engines on their devices to power recommendation engines and support live AI features.   

AI offers incredible potential for efficiency and enrichment, but it also brings challenges. Emerging regulations, like the EU AI Act, plus cybersecurity and data privacy concerns, mean that companies need expert guidance. Companies must ensure their AI-driven devices and services are not only innovative but also secure and regulation-ready. 

The future is hybrid devices 

Another major shift is the move away from the set-top box as a simple content receiver. The market is increasingly dominated by hybrid devices that seamlessly integrate traditional linear TV with over-the-top (OTT) streaming platforms, or become gateways to integrate IoT, AI and voice assistants that offer a new level of control and interactivity.    

News like Deutsche Telekom’s partnership with Vidaa, shows that dedicated STBs days are numbered. That said, converter boxes will still play a role in transitioning markets.  At the show, Globo were awarded an innovation prize for their TV3 platform, leaning on ATSC 3.0 technologies.  Resillion also announced two new ATSC 3.0 NEXTGEN TV certified devices during the event .

From concept to market-ready devices  

Our Shenzhen lab gives us a front-row seat to how consumer electronics (CE) projects take shape, from early concept to market-ready devices. Working closely with media and telecom partners from the start helps keep projects seamless and efficient. For example, we recently added Freely certification to our lab services, giving independent validation of device performance and interoperability. 

Independent testing and quality assurance are also essential for meeting the challenges of AI, data privacy and compliance. Whether rolling out AI features, moving to all-IP infrastructure, or ensuring content quality, structured validation and verification across the supply chain make all the difference.


Top tips for ensuring media quality 

  • Make testing part of the journey, not just the destination. Embed certification and independent validation from the outset. 
  • Balance innovation with compliance. Ensure AI-driven devices are secure, reliable and regulation-ready. 
  • Integrate quality assurance early. This reduces risk, streamlines workflows, and protects user experience. 
  • Learn from testing insights. Refine devices and services to maintain competitive advantage and operational resilience. 

For all media and telco companies, having an independent partner to assure quality through their supply chain will be critical to achieving successful change programs. Whether it’s deploying AI in services, migrating to an all-IP infrastructure, or simply assuring the quality of the content itself (because content is king) – our services are designed to help.