I remember sitting in conference rooms several times over the past 15 or so years, debating with network executives, sports teams, and CEOs the current state of broadcast or AV workflows, and which new protocol or platform would be the "Next Big Thing." At each meeting, the specific topic may have been different—HDR, IP, or cloud—but the main theme was always constant: convergence.
Yes, there is an undeniable convergence of the broadcast and Pro AV worlds. But what does that really mean? Specifically, what does “convergence” mean for the Pro AV industry and how does this impact integrators? Do we all need to learn new skills? How does this change our approach with customers?
The answers are a mix of yes, no, and maybe.
From Meeting Room to Media Platform
The convergence of Pro AV and broadcast technologies is no longer theoretical. It's here, it’s operational, transformational, and accelerating fast. The playing field for everyone is more level than it ever was. Camera technology is shrinking, software capabilities are expanding, and IP workflows are now center stage.
New hybrid media production models are emerging, reshaping the way content is created, managed, and delivered. Modern organizations aren’t just holding meetings; they’re broadcasting and streaming. Whether it's internal town halls, client presentations, or external communications streamed to CNBC or YouTube, the production quality standards for corporate messaging now rival those of traditional broadcast studios.
Advances in PTZ and DSLR-style cameras as well as integrated software control systems have made it possible for organizations to achieve broadcast-level quality without the complexity or cost of legacy equipment. This gives them access to features and capabilities that, until recently, were exclusively available on higher-end, higher-priced technology.
New Era, New Skill Sets
So, do we all need to go back to square one and relearn everything we’ve practiced for decades? Not necessarily—but for integrators, this convergence demands more than just cabling know-how. It requires fluency in software, APIs, and IP-based system design. While physical installs still rely on more traditional infrastructure (we still do a lot of SDI baseband), design and engineering teams must now understand VLANs, multicast, network security, and system interoperability.
The line between IT and AV has blurred to the point where broadcast engineers must now speak the language of switches and firewalls, and IT managers need to grasp broadcast workflows.
The line between IT and AV has blurred to the point where broadcast engineers must now speak the language of switches and firewalls, and IT managers need to grasp broadcast workflows.
The shift to software-driven and cloud-enabled production is also changing procurement models. While cloud-based services offer flexibility and scalability, the associated operational expenses, like ingress/egress fees, are prompting some clients to reassess their approach. Integrators must know how to design hybrid CapEx/OpEx models that align with both technical requirements and financial strategies.
Think of it almost as content-as-a-service.
Clients want options. Some prefer spinning up cloud services on demand, others want to own their infrastructure outright. Our role is to help them evaluate and balance those decisions.
Amid this innovation, the need for standards remains critical. Without adherence to industry protocols, like SMPTE ST 2110 or IPMX, systems can quickly become fragmented, compromising interoperability and long-term scalability. Yet some end users, especially those newer to broadcast workflows, may not appreciate the reasons why standardization still matters.
Software tools are powerful, but without a true North Star, things can drift to the point of getting lost forever. We've seen clients get caught in cycles of troubleshooting simply because they abandoned basic engineering principles.
The Human Factor: A Shifting Mindset
Perhaps the most telling shift isn’t technical, it’s cultural. The ability to manage audio, video, graphics, and streaming from a single interface is no longer a rarity. Today’s production teams are often one or two people handling tasks that once required a dozen specialized operators.
People who are comfortable toggling between apps, adjusting code, and multitasking are the ones redefining what’s possible from a control room. It’s not just all about hiring younger professionals, it’s finding people with the right mindset. Youth is no guarantee of innovation, while age doesn’t automatically classify you as outdated. I’ve seen professionals in their 20s who are rigid and set in their ways, while there are colleagues in their 60s and beyond who embrace change every day.
This evolution is particularly evident in sectors like finance, education, and media startups, where ability and agility beat legacy and tradition. In fact, many of our customers, organizations that you might normally associate with being monoliths, are actually early adopters of this hybrid model, combining traditional broadcast workflows with the flexibility of AV and IT systems.
Over the next three to five years, IP-based systems are expected to dominate. Baseband won’t disappear entirely—its simplicity still appeals for certain use cases—but the balance is shifting. Costs are dropping, ease of use is improving, and global vendors are stepping up with interoperable solutions. Standards bodies like AIMS and SMPTE are accelerating this convergence, while more manufacturers are making IP switch architecture more accessible to mid-market clients.
Some of the strongest evidence of this industry shift is found within our own walls. We’ve moved from being a company known for wiring rooms to one that designs global, scalable production ecosystems. What everyone else calls convergence, we like to think of it as "AV Casting." But it’s really about focusing more on what the customer needs and less about what their market is. This industry is focused on technology, but success is based on relationships.
