IBC2025 Session Summary: Winning the engagement race with AI-powered entertainment experiences

Ellerton opened by reflecting on progress since last year’s demonstration of ultra-low latency streaming for premium sports. This year, attention shifted towards scaling the technology to meet the anticipated transition from traditional television to streaming across multiple countries, driven by consumer demand for improved services. Ellerton highlighted the technical challenges of scaling, outlining solutions such as the integration of new technology vendors like RTE and the adoption of the latest standards and protocols to ensure seamless delivery across varied networks and devices.

Giladi followed with a detailed technical analysis of the methods used to achieve ultra-low latency streaming. He described the deployment of CMCD v2 telemetry standards for monitoring and performance measurement, as well as advanced advertising approaches such as alternative MPD events. Giladi explained the system architecture, which incorporated encoders, CDN, and server-guided ad insertion, stressing the importance of industry-wide adoption to bring these solutions into full production. He further underlined the significance of collaborative work and highlighted future directions, including the optimisation of transport mechanisms and the potential benefits of adopting HTTP2 and HTTP3 for enhanced efficiency and cost-effectiveness.

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