ProAv vs. AV Broadcast vs. Broadcast Technology vs. MediaTech. A Clear Guide to Modern Media Terms
Content creation has been for a while no longer confined to the traditional Media & Entertainment industry. Today, everyone is generating video content. Organizations across various sectors are producing high-quality videos, effectively transforming into media entities themselves. Corporations are launching podcasts, web series, and YouTube channels, while educational institutions are developing high quality e-learning modules. These are only some examples to illustrate the shift that has blurred the lines between industries, leading to the emergence of new concepts and terminologies.
Understanding these terms—Pro AV, AV Broadcast, Broadcast Technology, and MediaTech—is essential for professionals aiming to enhance their organization's technological capabilities.
Definitions
What is Pro AV (Professional Audio-Visual)
Pro AV refers to the creation of professional video content outside the traditional Media & Entertainment industry. It encompasses various sectors, including corporate, education, government, hospitality, healthcare, and houses of worship, all of which are now producing high-quality audiovisual content.
For instance, educational institutions are developing e-learning videos, corporations have in-house marketing teams producing broadcast-quality advertisements and web series, and houses of worship are launching their own TV channels. This trend signifies the democratization of content creation, with organizations seeking tools and technologies traditionally reserved for film and television production.
In fact, Pro Av is calculated to be 18$B worth in 2024 (source: Caretta research)
What is AV Broadcast ?
AV Broadcast involves the use of professional video equipment in industries outside traditional broadcast media and entertainment. Sectors mentioned above, such as corporate, education, and healthcare are now utilizing cameras, lighting, editing suites, and other production tools traditionally from Film & TV to achieve the same quality. This convergence highlights the growing demand for high-quality content across various industries.
You can find it sometimes referred to as Broadcast AV.
What is MediaTech (Media Technology)?
MediaTech refers to the technologies used for the production and distribution of broadcast media and entertainment. This includes professional cameras, studio equipment, lighting, audio and video systems, virtual production tools, video editing software, and media management systems. These technologies are fundamental in creating and delivering content across various platforms, traditional and non–traditional.
Now with concepts defined, it is now possible to create a diagram to illustrate the relationship between the different terms and have a clearer picture of what-is-what:
What is Broadcast Technology?
Broadcast Technology generally pertains to the transmission of audio, video, and other data from a source to an audience via mediums like radio and television. It focuses on the distribution aspect of content delivery, ensuring that media reaches its intended audience effectively.
Yes, this mix and match of ‘Broadcast’, ‘AV’, and ‘Media’ words can be really confusing…
Why Are These Concepts Important?
The expansion of content creation beyond traditional media sectors has led to significant growth in the Pro AV market. In fact, that Media Tech is being used or can be used in other industries (leading to the concept of “AV Broadcast”)— is a trend expected to experience significant growth in the next few years. This is echoed by Caretta Research (source: Caretta Portal), which predicts that media tech product sales will exceed 20 billion dollars by 2032, driven by the growth of the pro AV market.
What’s more, the same research indicates that AV broadcast is growing faster than Media Tech. This growth is driven by the increasing demand for high-quality content across various sectors, including corporate, education, and live events.
Organizations are investing in professional-grade media technologies to enhance their content creation capabilities. For example, corporate marketing departments are producing their own podcasts and social media content, necessitating tools and expertise traditionally associated with the Media & Entertainment industry. This trend is further supported by advancements in technology, such as cloud computing and Software as a Service (SaaS) models, which have made high-quality video production more accessible and cost-effective.
But then, why are we using different terminologies?
Despite the apparent convergence in content creation quality and multichannel distribution across industries, subtle distinctions and nuances persist between professional audiovisual (ProAV), AV broadcast, and MediaTech. Several factors contribute to these differences:
☝️The first reason is the diversity in verticals within parallel industries using broadcast AV, each one having their own unique challenges and needs, which means we have to find specific solutions for each one.
✌️Secondly, it is essential to recognize that corporate marketing and IT teams often lack broadcast expertise. Therefore, it is a bit more complex than just buying and using the same tools than in TV and film when there’s not the same expertise, talent and know-how. Consulting and designing a media facility for a corporate entity differs significantly from working with traditional media organizations
So it is a bit more complex than just a Corporate buying a professional camera used for films ;)
Quick Definitions Summary
ProAv: The creation of professional video content outside the traditional Media & Entertainment industry.
AV Broadcast: The use of professional video equipment in ProAV verticals.
MediaTech: Technologies used for the production and distribution of broadcast media and entertainment.
Broadcast Technology: Technologies focused on the transmission and distribution of audio, video, and other data to audiences via mediums like radio and television.
💡 Understanding these concepts is crucial for organizations aiming to navigate the evolving landscape of content creation and distribution effectively.
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