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IABM foresees positive outlook for content creation and production

Despite the global supply chain shortage causing a bottleneck for technology vendors’ production and choking revenues, increasing investment in high-quality originals, image expression and interactivity are keeping the overall outlook for Create & Produce positive,” said Lorenzo Zanni, Head of Knowledge at IABM.

Zanni was speaking as IABM launched a new Content Creation & Production Trends report, which assesses the key drivers, trends, and investment outlook in the Create and Produce segments of the IABM BaM Content Chain.

He added, “The explosive growth of the ‘creator economy’ is also offering new business opportunities for tech vendors, many of whom have already responded to the increasing need for smaller, cheaper, connected cameras by launching products to this new vertical.”

Content creation and production are greatly affected by the transition to direct-to-consumer (D2C) business models, which is changing tech demand in all sectors, particularly in live sports.

IABM’s new report examines business and technology trends in D2C, the creator economy, cloud and remote, and imaging and immersive, and finally rounds up the key technology developments in create and produce.

Media businesses’ move to the cloud and IP-based workflows has also facilitated companies to do more remote production, supporting their aims to permanently consolidate crews, decentralise productions and control costs with integrated production systems, said Zanni.

With collaboration remaining a key investment driver, cloud-based and AI-enriched post-production solutions are playing a key role in bringing media companies and a massive pool of creative freelancers together, he added.

He also noted, “Gamification of content creation is making immersive AR (augmented reality) and VR (virtual reality) enhancements an increasingly important part of sports productions, pushing media companies to prepare for the next visual reality — the metaverse.”

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