NVIDIA’s Jamie Allan: “We don't set out to do things on a short-term basis”

NVIDIA’s Jamie Allan will be one of the panellists in a session entitled “Technology Fit for the New Era of Broadcasting and Media”.  NVIDIA is increasingly important in the delivery of content whenever and wherever it’s required. Here, Allan explains how NVIDIA works with the industry to build and deliver its next generation of AI-accelerated solutions and what he expects to get out of IBC2026.  

“Typically, NVIDIA goes to market by domain or by vertical market, and it does this by supporting in two directions,” he begins. “We help our product teams and our technical engineering organisations understand what markets need from a technological advancement perspective, whether that’s computer vision, language models, or AI inference or anything through NVIDIA's huge technology stack, and then we work directly with the industry to help them build and deploy technology and make the most of NVIDIA's infrastructure, libraries, and SDKs [software development kits], of which we have thousands.”   

NVIDIA has a vast body of software for developers to use when building capability. Allan’s team focuses on working with software developers, application vendors, and platform partners; the people who build the end applications that are used by broadcasters, media companies, and media agencies, across all media segments.   

He describes: “If you look across IBC, there are out of the 1,000-plus exhibitors, probably 80% that leverage NVIDIA technology in some way.” Specifically, he points out Adobe, Avid, Blackmagic Design, and Moments Lab as IBC2026 exhibitors who use NVIDIA.   

When it comes to presenting to industry, Allan believes the biggest challenge is showing developers how NVIDIA’s solutions can help them navigate the pace of change fueled by AI. “What's happening with AI right now is happening at a great pace, and it’s having an impact at a global level that is quite hard to keep up with. It's challenging to apply the right capabilities to media workflows and media problems in a surgical manner, such as hyper-personalisation, increased localisation, or better targeting audience segmentation. We've been trying to achieve this for a long time. At the same time as this broad technological pace that everyone is trying to keep up with, in media specifically, there is huge audience fragmentation.”  

At IBC2026, NVIDIA will be focusing on enabling partners and customers to leverage the latest technologies to meet these new and different needs. He continues: “People can get a bit lost constantly looking at the biggest and best new AI models because those are in the news all the time right now, rather than coming back to the problem statement. You need to think about what you’re trying to achieve and how to do that with the best tools out there today. The focus is returning to those initial principles of product development and platform management. Those are the sorts of problems that we're here to help people solve.”   

Focus on building long-term relationships  

NVIDIA’s aim is reportedly always to grow long-term relationships with developers. Allan explains: “We love working with our partners on what their long-term plans are, because that helps us map into our product roadmaps and technologies. We don't set out to do things on a short-term basis. Our teams will look at something, and figure out what's going to change in an industry in 10 years and ask: ‘How do we get there now?’ Some of the things we've worked on for 10-15 years are now becoming the most important pieces of technology across industries.   

“For decades, we’ve sat down with their leaders and teams of the companies we've worked with and looked to determine where they need to be in 5-10 years, and how we go on that journey with them. We do that with the largest and the smallest companies.”   

According to Allan, NVIDIA always starts by asking developers: “What do you want your platform to achieve?” By focusing on the end result, rather than the technology or product position, NVIDIA can identify partners that can deploy either applications or services that meet many of those needs.  

Allan illustrates: “They may be companies that a particular broadcaster or media organisation has never heard of. That’s where one of NVIDIA’s strengths comes in: our Inception Programme helps us engage with and support emerging companies across the ecosystem. It will be featured at IBC Ignite this year, alongside our partners AWS. That’s an ecosystem of some 40,000 startups that we work with very closely, so we have a beat and a feel on what's being developed for the future now.  

“If you're looking at building a new platform for broadcasting, because you want AI augmentation or AI analytics and you also want incredibly low latency, high-quality, high-resolution video transport; the combination of lots of NVIDIA technologies can create that underlying layer, and then you can plan for what the capacity of those combinations would be as you move to 5-10 years in the future.”  

An ecosystem that supports scaling  

Whether it’s a broadcaster looking to build their own capability or to work with a particular application or vendor, helping companies scale is what has helped power NVIDIA’s success, claims Allan.  

He asserts: “When companies want to scale, it's a very important part of our relationship with the developers. We will often say that if they want to scale that idea, we’ll work with them and optimise their tools, because they're also a partner of NVIDIA. So as you scale, you get the benefit of the optimisation work we're doing within our ecosystem. What really interests us is companies that want to push the boundaries and move a whole idea forwards. Then, we'll often come back around to the rest of that ecosystem, who will then want to build upon that new idea.”  

The NVIDIA executive gives broadcast graphics as an example of where this has happened, with companies constantly innovating around and past each other. He details: “You see someone innovate with low-level technologies from NVIDIA, and other partners in our ecosystem, and then suddenly something amazing is launched at a show like IBC. That creates the momentum that lifts the whole industry up.”  

Allan is particularly excited about IBC2026. He’s expecting to see lots of companies building domain-specific models for sports, brand safety, and content understanding. “They're able to take very large AI models and bring them down to just do the thing we need them to do in the media industry,” he highlights. “We will be looking at how we can help them do that through our ecosystem, optimisations, and best-in-class infrastructure. We have a full-stack approach to these things, so we take companies through that whole process and then connect them to the ecosystem partners to achieve their goals.”  

Allan concludes by highlighting what he expects to be one of the hottest topics at IBC – synthetic video detection, which highlights AI-augmented content. He says: “Going into IBC2026, we're going to have showcases of partners who are adopting that technology really quickly. We’re going to be looking at who is really pushing things forward with specific capabilities, taking risks on new technology, and trying to move the whole space forward. IBC has always been a great showcase for these sorts of things happening. I think this is probably the year where we're going to see those innovations around very specific applications of modern AI being demonstrated and shown at scale across the show. That's really exciting for us.”  

To hear more from Allan and his fellow panellists, don’t miss the IBC2026 Conference session titled "Technology Fit for the New Era of Broadcasting and Media” taking place on 13 September, 12:15 - 13:00, Conference Room 1.  

To learn more and register for the IBC2026 Conference, click here.