Luke Malcolm

Before committing to full-scale TV production, Aviva wanted to see how their campaign would feel, not just how it would look. Using AI-generated visuals, dynamic camera movement, and in-house voiceover and sound design, we created a hyper-realistic boardomatic that brought the script to life. The result: a clear, immersive preview that allowed the team to refine pacing, narrative, and emotional impact before production began. A smarter way to de-risk creative and deliver stronger campaigns. 👉 Read the full case study to see how pre-visualisation shaped the final film. (Link in comments)

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What is the MXL - the Media Exchange Layer? Great question… one I hope to explore on an upcoming #InsightsInto podcast episode. In the meantime, Russell Trafford-Jones Techex has published a great introduction to #MXL and the potential of this future landscape… https://lnkd.in/eeg5eg-k #MXL #DMF

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NDI vs SDI — a simple way to think about it. SDI is predictable, stable, and trusted. That’s why it’s still the backbone of broadcast. NDI is flexible, scalable, and fast to deploy — ideal for modern workflows. The mistake I see often? Treating them as competitors instead of tools that can work together. Which do you rely on more in your current setups?

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For years, contribution and distribution were treated as plumbing — move the bits, keep it reliable, stay invisible. But that invisibility is disappearing. As audiences fragment and platforms multiply, delivery has become strategy. Every stream, every handoff, every microsecond of latency now defines the viewer experience — and the business model behind it. Hybrid infrastructure is the new normal: a mix of cloud, edge, and intelligent routing that flexes with demand. Mobile-first formats, regionalised delivery, and personalised streams aren’t nice-to-haves anymore — they’re the front line. We’ve crossed a quiet threshold where distribution isn’t just how content gets out — it’s what gives it value. The broadcasters winning today aren’t shouting about content; they’re quietly mastering delivery. The smart pipes are finally getting the recognition they deserve. And for the engineers who’ve spent years in the dark, building the backbone of modern media — it’s about time. 📖 Worth a read: https://lnkd.in/ekrHAYJB

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The shift toward IP content contribution and distribution, and the new workflows and business models it unlocks when combined with cloud and software-defined workflows -- all in focus in this new research we've published in partnership with Zixi. Some amazing use cases, particularly in live sports, from leading players including Sky, the NHL and Bloomberg Media. Give it a read - download link below.

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My first visit to Integrated Systems Europe (ISE) last week in Barcelona confirmed how quickly the market is shifting. With over 92,000 attendees, the momentum behind #ProAV is undeniable. I spent the week with my fellow The Hive Group colleagues Lisa Collins and Lorenzo Zanni speaking with industry experts, vendors and exhibitors, capturing interviews and market perspectives. One theme came through clearly: Broadcast vendors are moving into Corporate AV and Enterprise Technology strategically, not tentatively. Corporate AV is no longer adjacent to broadcast; it is a primary growth market. But entering it successfully requires more than showing up. Enterprise buyers are not investing in “IP infrastructure” or “processing workflows.” They are investing in productivity, collaboration, experience, integration and ROI. The vendors gaining traction understand that shift. If this transition is on your roadmap, listen to my conversation with Rebecca Jackson from Caretta Research, where she shares practical advice for broadcast vendors moving into the Pro-AV space.

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So NAB Show Streaming Summit kicks off today — 85 speakers, everyone arguing about AI and cloud workflows. Meanwhile, back in London at gassProductions HQ, the question I keep getting from brand and events teams this month is simpler: "We just about to film a two-day conference. What can we do to get the most from the footage?" Honestly? Most of the time, not enough. A highlight reel gets cut, the keynote sits in a SharePoint folder, and the rest of the footage gathers dust on a drive somewhere. The clients getting proper mileage out of their content stopped treating the shoot as a deliverable years ago — they treat it as a library. One well-planned two-day event will keep a marketing team going for 6 to 12 months. LinkedIn clips, sales collateral, recruitment content, the lot. That's where most event ROI leaks. Not the production budget — what happens after. I've written up some further info on this in a blog article — link in the comments if it's useful. Honestly curious though — what bit of event content did your team actually get proper mileage out of last year? The thing you planned for, or the happy accident? #EventMarketing #B2BMarketing #VideoProduction #EventProfs #NABShow

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Channel 4 is leading UK streaming growth in 2026 🥳 Thanks to our proudly British and distinctive programming such as Secret Genius, Patience and What Not to Eat, January led the way against other commercial broadcasters. Streaming viewer minutes (individuals) increased by 25% year on year in January, outgrowing the biggest streaming platforms in the UK- growth ahead of BVOD platforms run by the BBC, ITV and 5, plus SVOD platforms operated by Sky, Disney+, Netflix, Prime Video and Apple TV. 16–34-year-old viewers streamed 50% of their overall Channel 4 viewing in January, more than any other commercial broadcaster. Views of full episodes of Channel 4 shows on YouTube grew 15% year on year in January. Not such a bad start to the year! Check out the full article here➡️ https://buff.ly/mfUEsqc

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We’re proud to share a new article by John Bartlett, published in Issue 67 of DVB Scene magazine. Drawing on more than 30 years in broadcast and digital media, from the launch of Sky AdSmart to today’s hybrid TV ecosystems, John explores what addressable advertising really means in a broadcast context, and why it’s more complex than pure IP streaming. The article also provides a clear overview of DVB-TA and how the three-part specification from the DVB Project supports interoperable, standards-based addressable advertising across broadcast and broadband environments. From signalling and decisioning to DVB-DASH and emerging approaches such as SGAI, it’s a practical look at how theory is becoming deployment-ready reality. At BCi Digital, we’re immensely proud that John chairs DVB’s Technical Module for Targeted Advertising (TM-TA). His leadership is helping shape open standards that enable scalable, real-world addressable TV advertising across Europe.  You can read the full article in DVB Scene here: https://lnkd.in/e8z4myKf

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Is the broadcast industry under pressure or poised for transformation? In our latest blog, “Testing the Broadcast Backbone”, we explore the insights from our recent Broadcast Unscripted podcast episode featuring Helen Weedon (Radical Moves), Jenny Priestley (TVBEurope), and Kirby Grines (The Streaming Wars). From stalled IP adoption to content churn and global uncertainty, the broadcast and media industry is navigating serious turbulence. But is this just a rough patch or the start of a new era? Read the blog to discover: - Why the shift to IP is still dragging. - How the “everything era” is fragmenting attention. - What broadcasters can learn from TikTok and gaming. - Whether a “super aggregator” could ever really work. - And why, despite it all, we will always need content. 👉 https://lnkd.in/eKMpufyP #BroadcastUnscripted #RadicalMoves #BroadcastMedia #Streaming #BroadcastBlog

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This is one of situations where something has been done the same way for so long that no-one thinks about it. It's become an institutionalised part of the process. Years ago, when working towards lean production, someone shared the analogy of rocks in a stream and how they disturb the flow. Remove the rock and the flow becomes smooth and more efficient but the faster flow then exposes turbulence downstream, the next rock and the next step to an efficient workflow. Marquis the "rock removers!"

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📆 Counting down to NAB Show 2026! The broadcast industry continues to innovate and at Techex there will be innovation aplenty. 💡 For those wanting to explore how consumer multiview channels can build more immersive viewing and create greater platform engagement, or how MXL and TAMS are transforming cloud-native production - There will be much to see and discuss on stand 📍W2267 And I’ll be speaking at the NAB conference session with “Is Cloud MCR Ready for Prime-Time?” It is beginning to look like being another ground-breaking NAB! #NABShow2026 #Techex #LiveProduction #IPBroadcast

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Is AI a golden opportunity for exhibitions and events organisers? We did our best to answer this at Flashes & Flames: The Global Media Business Weekly Definitive AI Forum. Colin Morrison CBE Alison Jackson Robin Booth Robin Tapp Terrapinn AEO Association of Event Organisers SISO - Society of Independent Show Organisers AI OPPORTUNITY This is the most exciting decade in humanity's history, as we near Artificial General Intelligence. AI continues to disrupt/destroy all media, but can never destroy F2F. Process and Revenue efficacy. Matching Buyers and Sellers (crunching meta data). Create genuine media business opportunities. Those with the most imagination and who are authentic will win. TERRAPINN ROAD MAP 1 Appointed an AI and Digital Director, about a year ago. 2 Experiment with purpose and are business led, not tech-led. 3 It's a journey with the end of creating a capability culture. 4 We do little experiments and we do enterprise-wide implementations. 5 Vision and leadership are paramount. All senior management have had over six hours of foundation training and this is now cascading down. APPLICATIONS Gemini: each staff member has a Gemini license and are developing Gems across all aspects of what we do: Concept, Planning, Content, Sales, Marketing, Experience and Financial Management. Sales: Gong which is an AI-based/enterprise level sales performance platform. Clay: Which is a GTM (go to market platform) that we think will revolutionise our marketing. Agentic AI: experimenting with a number of different systems and applications. CASE Terrapinn cut its marketing spend to x-2% of revenue. Cost of data record reduced from $1.30 to $0.03. This is only just the beginning. AUTHENTICITY Already we are deluged with AI driven slop and already we are either sceptical or sick of it. Velvet Sundowns is an American country rock band that sound likes Neil Young, America and a number of other 70s artists. They are incredible: style and stylisation, song writing, playing and musicianship… But they are totally AI. And as a result they lack Soul and Authenticity. Successful events are authentic endeavours. Humans crave authenticity and if we don’t deliver it we are in trouble. We have no choice but to temper and carefully manage our AI. CREATIVITY Who in your organisation is the best at using Chat GPT or Gemini? The ones that ask the best questions. The ones that are most imaginative and creative. In the AI Future it will still be the most creative who will win. My own experience is that AI is great on research but poor on coming up with the Concept. As Sir John Hegarty says: The future will not belong to the most automated companies. It’ll belong to the most imaginative.

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🚨 PODCASTING IN 2025 🚨 Do talent really need to launch through a media owner like Global, or is it smarter to go independent and keep control? We explore the pros and cons of networks vs DIY routes - from IP ownership to YouTube monetisation – and what talent managers should consider before signing. Read the full breakdown on The Talent Times ⤵️ 🔗 https://lnkd.in/eZj-ahPa #talentmanagement #podcasts

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Sitting in on this ISE panel really drove home something I've seen across every R&D team I've led: the best creative technology comes from people who actually talk to each other. The discussion on cross-disciplinary collaboration hit hard, it's not just about having good people, it's about how you connect them. And hearing how Production Park are investing in their academy to build the next generation of broadcast and events professionals is exactly what we need to ensure the talent is there to supports the events of tomorrow. Also resonated personally. Building and leading an R&D team across creative tech has taught me that innovation without execution is just ideas, and execution without collaboration doesn't scale. It was clear from the talk, the team over at Production Park get that. This kind of thinking is already feeding into where we're taking oXyFire. Nothing to announce yet, but let's just say the 5-10 year roadmap got some new reference points last week.

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🔀 INPUT VS OUTPUT At Studio Eleven, we specialise in taking complex, technical, or data-heavy content and transforming it into visuals people actually want to engage with. From Kellogg's Social Impact Report, PWC Nuclear Decommissioning Process Infographic and ITV Studios Internal Infographics - we've got range. You bring the content ➡️ We bring it to life. To find out more contact us at info@studioeleven.london #DesignStudio #VisualStorytelling #InfographicDesign #CreativeCommunications

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🔥 𝗨𝗣𝗗𝗔𝗧𝗘: Sky Owner Comcast in Talks to Buy ITV’s Broadcasting Arm Comcast Corp., owner of the European pay-television service Sky, is in talks to buy ITV Plc’s media and entertainment unit in a deal that would dramatically shake up the UK broadcasting landscape. 🔗 [𝗙𝘂𝗹𝗹 𝗦𝘁𝗼𝗿𝘆](https://lnkd.in/gPu4PRtp) 📢 𝗙𝗿𝗼𝗺 𝗕𝗹𝗼𝗼𝗺𝗯𝗲𝗿𝗴

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Something a lot of business ask - how do you gauge ROI for radio? Have a read of this... and when you're ready to grow your business with local radio in Cornwall, let me buy you a coffee. #roi #localradio #advertising

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