ISE (Integrated Systems Europe) time has come round again and after last year’s 20th anniversary celebrations, the premier European – not to say international – AV exhibition shows no signs of standing still or merely basking in its own history. A clear sign of this is that ISE is no longer exclusively an AV show. Broadcasting technology re-purposed for the installation, conferencing and live market segments has been a feature going back to relatively early days in Amsterdam but it is now a major component of ISE’s profile and success today.
This burgeoning area has doubtless contributed to the growth of ISE this year. The exhibition area has been extended by 20 percent, accommodating a total of 1500 exhibitors, including more than 330 companies new to the show.
A proportion of these are from the broadcast sector, among them Grass Valley, Solid State Logic (SSL) and Calrec Audio, but the core AV sectors of audio, lighting and staging, digital signage, residential, smart building, unified communications and education tech also continue to grow.
Mike Blackman, managing director of event organiser Integrated Systems Events, anticipates a “significant increase” in foot traffic, driven by the growing interest in the latest advancements in the now very broad sectors of Pro AV and systems integration. “Our expanded exhibition space and enhanced show floor features are designed to accommodate this and provide a seamless experience for all visitors,” he says. This could break the record attendance set at ISE 2024, which attracted 73,891 visitors, 24,815 of whom were first-timers (33.6 percent of the total).
Blackman adds that ISE 2025 will be “more expansive than ever”, partly due to the addition of a new exhibition space, Hall 8.1, which promises more exclusive product launches from both leading brands and specialist companies. There is also a full, reorganised content programme, curated jointly by AVIXA, CEDIA and ISE. This includes vertical market Summits and five content Tracks, focusing on “mega-trends”: artificial intelligence (AI), audio, cybersecurity, retail, and sustainability. Additionally there will be free-to-attend sessions on the show floor stages, including the new Live Events Stage.
Hall 8.1 will feature “cutting-edge technology and innovative solutions”, displayed in a variety of different areas including the new Esports Arena and the reinvented Robotics and Drone Arena. These, Blackman says, will be “showcasing the latest advancements in AV technology.” Hall 8.1 is the designated Multi-Technology space, having a mixture of exhibitor viewing booths and demo rooms – including those of Tannoy, Lab Gruppen and Behringer, Marani Pro Audio, RF Venue and TV3, the Catalan public broadcaster – and special areas focusing on specific subjects.
The Esports Arena (Stand 8B100) is produced in collaboration with LVP (League of Video Games Professionals), which operates big name international esports competitions, notably League of Legends and Valorant. Taking up 1,000sqm, the Esports Arena will feature the latest AV, broadcast and esports technology as part of a fully operational facility that will broadcast live during every day of ISE. The aim is to give visitors a technical insight into how an esports competition is produced and distributed.
ISE sees esports as the embodiment of AV and broadcast convergence, using high-end equipment and technology from both disciplines to deliver all the gaming action to both the live and TV/streaming audiences. During the course of this year’s show esports professionals will compete against each other, playing a different game every day streamed live on Twitch. There will also be opportunities for ISE attendees to not only compete against one another and but also the pros.
In between the scheduled gaming, there will be daily Technology Showcases and Tech Tours, which will look at the key elements of audio, broadcast and display technologies that are part of the arena. These sessions will feature talks and presentations involving leading esports experts and members of the LVP team. Among the subjects already scheduled for discussion are technology innovation and integration, esports trends and the impact of esports on how conventional live sports and entertainment events are produced and distributed.
There is more competitive, technology-based games playing to be had in the Robotics and Drone Arena (Stand 8J300). This area has been conceived to provide a platform for engineers, hobbyists and students to work together in workshops and training sessions as well as competing in aerial races and over obstacle courses. The ultimate aim is to innovate and explore the possible futures for these technologies, with all events featuring state-of-the-art drones and robots.
The Discovery Zone is now a feature of Hall 8.1, providing a forum for companies that have been part of ISE only since 2023 to share their latest, innovative developments. The new hall will additionally be the base for the ISE Treasure Hunt, now in its third year. This is intended to enable visitors to explore the various exhibition areas with the incentive of winning “exciting prizes”.
Participants visit the stands of those exhibitors taking part and have to locate and scan a target number of QR codes. As well as receiving a special ISE prize, those visitors who take part will be eligible to enter two prize draws that will be held during ISE 2025. The first is due to take place on Wednesday 5 February and the second on Friday 7 February, with both draws being held in the Robotics and Drone Arena. Participating exhibitors will be identified on both the in-app Treasure Map and a foldout floor plan.
Broadcast AV technology will also be highlighted in Hall 8.1, with the AVIXA TV Studio (Stand 8A880) providing a showcase for the full range of broadcasting equipment applicable to corporate events and their associated content creation processes. This will include the latest cameras, audio gear, augmented reality (AR) graphics and immersive virtual reality (VR) sets on the centrepiece virtual stage. Visitors are encouraged to put their names down to attend one of the workshops being held during ISE, during which they will have the opportunity to talk to industry experts and see all the technology on the stand. This will include products from AVIXA technology partners Ross Video and Shure.
Several firsts will take place at ISE 2025, one of the most significant of which is the ISE Hackathon. Such ‘codefests’ and technology improvement marathons have become a key part of other exhibitions and the open days of industry bodies, including the EBU (European Broadcasting Union).
Mike Blackman explains that ISE’s first foray into the field of competitive development fits in with the show’s aim to showcase innovation, start-ups and entrepreneurship.
The ISE 2025 Hackathon will take place over two days, featuring teams of “elite students” from highly respected universities, including two Barcelona-based institutions, the ESADE Business School and Universitat Pompeu Fabra, and HEC Paris (Paris Business School).
The students were selected through what is described as “a rigorous pre-selection process” and will work with industry professionals to develop new answers to the serious problems facing the AV industry, including sustainability and cybersecurity. The Hackathon will end with the presentation of the various projects leading up to an Awards Ceremony that will “showcase the brightest ideas and talents in the field.”
As much as ISE puts technology to the fore, it does not forget the fact that AV is a business and, as such, relies on companies both established and new to invest in products and technological research and development. This is the stated purpose behind the new Innovation Park and associated Pitching Stage, which Mike Blackman calls “part of a renewed focus on start-ups and investment.”
He explains that the Innovation Park will “spotlight emerging companies” to showcase their innovations, while at the same time “providing an exciting opportunity for investors to discover the next big thing in AV technology.” Business plans and proposals from these emerging concerns will be presented to industry leaders and other potential investors on the Pitching Stage.
The Innovation Park is billed as a “hub for creativity and investment”, which the organisers of ISE see as “a cornerstone” of the show and a primary reason why people come to it. The stated aim of the Innovation Park and Pitching Stage is to give start-ups a platform on which they can gain visibility that could, potentially, result in interest from investors. The need for such a showcase is reflected in the fact that the Innovation Park sold out before the end of 2024 and will now feature over 80 start-up companies.
The Pitching Stage is managed by venture capital firm Plug & Play and will be used for face-to-face meetings between developers and potential investors. A key part of this will be the Matchmaking Area, which will be open every evening between 5 and 7pm. This will stage networking events for start-ups and investment organisations, providing a “relaxed atmosphere to build valuable relationships and explore potential collaborations.”
There will also be an Investor Forum on Tuesday, 4 February (10am to 2pm), produced in association with Tech Barcelona, which is intended to offer investors the chance to explore market trends and business opportunities in the AV sector. Proceedings will get under way with an introduction by Bob Snyder, editor-in-chief of Channel Media Europe.
He will be followed by TV host and founder/chief executive of TheCreative AV production company and creative agency, Bibiana Ballbe, who will deliver a keynote on the growth potential and investment hotspots in the AV industry.
Later, a panel of investors including Harry Kalmanowicz, managing director of Lincoln International, and Matt Sachse, managing partner at AQ Technology Partners, will discuss the key consideration for investing in the AV technology sector. First-hand experience will come from a start-up, its initial investor and the mergers and acquisition firm involved in the eventual buy-out.
The sessions will wrap up with Miquel Rutllant, president and chief executive of the Catalan Audio-visual Cluster AV network, discussing how Barcelona has become a thriving investment ecosystem.
The main ISE conference programme has also been reorganised to provide what Mike Blackman describes as “more focused and relevant content for attendees.” The big change is the introduction of five ‘Track Sessions’, each focusing on a core technology issue in modern AV: AI, audio, cybersecurity, retail and sustainability. “These are designed to address the most pressing and innovative topics in the industry,” Blackman explains. “The Tracks will allow attendees to dive deep into specific areas of interest and gain valuable insights from industry experts.”
Specific areas being covered as part of the Track Sessions include: an exploration of sound design by AudioForum; front-of-house engineer Burton Ishmael talking about his work with Post Malone and Madonna; the biggest risks involved in cybersecurity for entertainment technology; the customer experience in retail using the example of Barcelona; the potential impact on smart buildings of the European Commission EPBD (Energy Performance of Buildings Directive) to achieve climate neutrality by 2050; how to bring sustainable goals to the AV industry; how AI is used in animation and 3D; and what AI means for smart buildings.
AI will also be the subject of the opening keynote presentation for the conference programme. Futurist and AI specialist Brian Solis says his speech will delve into how the technology is transforming the pro AV landscape, particularly in offering new opportunities for innovation and growth. “I’ll address industry pain points such as inertia, business contact loss and outdated systems, providing solutions that restore connections and drive progress,” he says. “The theme is motivational, encouraging everyone to become proactive futurists, anticipating and preparing for technological changes to stay competitive.”
Also key to the ISE Content Programme are the established Summits, with one new addition in the form of the AV Broadcast Summit (although this was previously the Content Production and Distribution Summit), which takes place on 5 February.
“We are highlighting the crossover and convergence of AV and broadcast through several initiatives this year,” comments Mike Blackman. “A significant change is the renaming of last year’s Content Production and Distribution Zone to the all-new AV Broadcast Zone in Hall 4. This re-branding reflects the very real convergence of the AV and broadcast markets and is where you’ll find technologies for content acquisition, editing, management, storage and distribution, including cameras, camera tracking equipment, switchers, monitors, virtual sets, video networking solutions, intercoms and audio consoles. There is also the AV Broadcast Summit featuring sessions and discussions on the latest trends and technologies at the intersection of AV and broadcast.”
The Summit series, which comprises major AV issues and market areas, is completed by the Smart Building Summit (4 February); Digital Signage Summit; Education Technology Summit (both 5 February); Smart Workplace Summit; and the Control Rooms Summit (both 6 February). There are also several associated conferences taking place on most of these subjects, while the free to attend sessions on the Live Events Stage will look specifically at audio, lighting, video, staging and special effects for touring. On the Friday of the show, Production Futures will take over the Stage to focus on careers in live production.
Both AVIXA and CEDIA are set to stage events specific to their respective target areas. AVIXA Xchange Live, running Tuesday to Thursday 10am-5pm and Friday 10am-2pm, will present interactive sessions on AI, CTS (Certified Technology Specialist) accreditation, cybersecurity, digital signage and wellness. Career opportunities in AV will be discussed on Friday in a session hosted by frame:work, while the 12pm slot, The Invisible Crafts of Creative Technology, will look at the complex subject of digital labour.
Commenting on the content programme in general, AVIXA chief executive David Labuskes says he is excited about the education tracks and the ability they offering in picking and choosing across daily agendas.
“There’s a constant balance between trying to see and do everything at this event and only so many hours in a day,” he says.
“When I compare the show floor today to the first ISE I saw in 2013, it’s almost impossible to capture all the differences. Most obviously, I don’t get lost in the Fira like I did in Amsterdam. We’ve got so much better at creating more structure around the location, which improves the attendee experience. I always knew, and in fact celebrate, that the composition of the exhibitors would evolve over time with new technologies entering the market and legacy technologies departing. I am glad to say though, that my hope and vision for an event that delivers timeless value amidst an industry in perpetual change continues to be realised.”
The CEDIA Workshops programme on 7 February will feature four individually ticketed sessions offering the opportunity to experience four subject areas in depth: social media for integrators, design thinking, immersive audio design and financial and operational planning. Specific topics included in these are: Using Today’s Numbers to Build a Profitable Financial Future; and Cinema Reference Level: What, Why and How, looking at the significance of 85+20 in home entertainment installations.
The chief executive of CEDIA, Daryl Friedman, says ISE 2025 will mark “a milestone in the evolution of integrated systems, showcasing groundbreaking advancements and offering a visionary glimpse into the future.” He adds, “The integration of AI, the Internet of Things and advanced automation systems is transforming the way we live and interact with our environments. ISE 2025 will showcase the latest innovations in this space that enhance convenience, security and energy efficiency, from intelligent lighting and climate control systems to cutting-edge home entertainment solutions.”
As part of the Content Programme, ISE is offering visitors the new Content Day Passes that will give access to each day’s vertical market Summits and five content Tracks, as well as the free-to-attend sessions on the show floor stages, including the new Live Events Stage (which will host the Audio Track panels plus sessions dedicated to the live production sector).
Other changes for ISE 2025 focus on the more practical aspects of getting around the convention centre. These include having three entrance points (North, South and East Access) to improve accessibility and reduce queuing for visitors. “ISE 2025 is evolving to accommodate the increasing number of visitors and exhibitors while remaining fresh and pertinent in the rapidly evolving technology sector,” concludes Mike Blackman. “The commitment to continuous improvement ensures that ISE remains a must-attend event for industry professionals.”
ISE, Fira Barcelona, 4-7 February 2025.
