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Software Defined Television in 2025: A Reality Check

by Jan Weigner, CTO of Cinegy

 

Remember all those breathless predictions about revolutionary broadcast technology changes in 2024? How’d that work out for you? As we enter 2025, instead of recycling the usual industry hype about groundbreaking innovations and paradigm shifts, let’s talk about what’s actually happening in broadcast technology – and more importantly, what it means for your business.

The reality is that 2025 won’t be about shiny new standards or formats. It will be about making existing technologies work smarter and more efficiently in an industry facing increasing pressure to do more with less. Between AI-driven automation, ongoing industry consolidation, and the relentless push for operational efficiency, broadcasters need practical solutions – not promises.

Speaking of practical solutions, 2025 marks our first appearance at ISE (Integrated Systems Europe) – the world’s leading AV industry show. While we’ve spent over two decades developing robust solutions for broadcast and media & entertainment, we’re seeing increasing adoption of our technology in the professional AV space. Enterprise, government, houses of worship, hospitality, and defense customers are discovering what broadcasters have known for years: software-defined solutions deliver more flexibility and better results than traditional hardware-based approaches. It’s not about entering a new market – it’s about recognizing that the lines between broadcast and AV are blurring as both sectors move toward IP-based infrastructures.

AI: Beyond the Hype Cycle

Let’s cut through the AI noise. While everyone’s talking about generative AI and large language models, the real value in 2025 will come from fixed-function AI solving specific, measurable problems. We’ve already seen how generic AI tools can actually reduce productivity – with users spending more time figuring out what AI can do than actually getting work done.

The broadcast industry needs focused AI solutions that deliver concrete results: automated transcription, subtitle creation, content cataloging, and metadata enhancement. These practical applications are already transforming workflows without the legal and copyright quagmires that come with generative AI. The key is identifying where AI genuinely improves efficiency rather than just adding complexity.

The Great Consolidation

2025 will be the year when reality bites. We’re seeing public broadcasters facing defunding pressures, streaming services cutting back on output while raising prices, and traditional broadcasters struggling with rising content costs – particularly in sports rights. This isn’t just about belt-tightening; it’s about fundamental changes in how broadcast businesses operate.

The winners in this consolidation wave will be those who can adapt quickly and operate efficiently. This is where software-defined infrastructure proves its worth – allowing broadcasters to scale operations up or down without massive hardware investments, and to do more with less through automated workflows and optimized resource utilization.

The Reality of Cloud Economics

Here’s an uncomfortable truth about cloud migration: it’s not always the cost-saver it’s marketed to be. While cloud solutions make sense for certain workflows, the broadcast industry deals with massive amounts of data and processor-intensive tasks that can make cloud costs spiral quickly. When you’re moving and processing video content, every gigabyte and CPU cycle counts – and costs.
Smart broadcasters are taking a more nuanced approach, using cloud resources where they make financial sense while keeping processor-intensive operations on-premises. The key is understanding that cloud vs. on-premises isn’t a binary choice – it’s about finding the right balance for your specific needs and workflow patterns.

Technology: Evolution, Not Revolution

Remember the push for 4K broadcasting? How about 8K? The technology has been ready for years, but where are all the channels? The reality is that technological advancement in broadcasting isn’t driven by what’s possible anymore, but by what makes business sense. While broadcasters are shooting in 4K but delivering in HD because there’s no clear business case for change, we’re seeing similar pragmatic technology adoption patterns in the AV sector, where the focus is on reliable, scalable solutions rather than bleeding-edge capabilities.

This pragmatic approach to technology adoption isn’t necessarily a bad thing. It means focusing on solutions that deliver real value today rather than chasing the next big thing. Whether in broadcast or professional AV environments, the innovation that matters in 2025 won’t be about new standards or formats but about making existing technologies work more efficiently.

Looking Ahead

While we can’t predict everything 2025 will bring, we can say with certainty that both the broadcast and professional AV industries will continue their evolution toward software-defined solutions. The winners won’t be those with the biggest budgets or the latest hardware – they’ll be the ones who can adapt fastest and operate most efficiently.

The convergence of broadcast and AV technologies around IP infrastructures isn’t just a trend – it’s an inevitable evolution that reflects how modern organizations need to handle video content. Whether you’re running a 24/7 broadcast operation, managing corporate communications, or delivering content in venues ranging from houses of worship to cruise ships, the fundamental requirements remain the same: reliability, scalability, and efficiency.

At Cinegy, we’ll continue focusing on what actually works: delivering software-defined solutions that help organizations across both broadcast and AV sectors do more with less, adapt quickly to change, and maintain profitability in an increasingly challenging market. Our entry into the AV space isn’t about changing what we do – it’s about recognizing that our decades of broadcast experience translate perfectly to today’s AV challenges. No hype, no smoke and mirrors – just practical solutions for real-world content delivery, whatever your market.

 

Want more unfiltered insights into where broadcast technology is really heading? Cinegy’s CTO Jan Weigner is taking to the airwaves this year with a new podcast series that promises to cut through the industry hype.

From debunking tech myths to sharing hard-learned lessons about what really drives industry change, Jan brings the same no-nonsense perspective that has made him one of the industry’s most distinctive voices.
Look out for our first episode release around ISE 2025 to ensure you don’t miss Jan’s unique take on where our industry is really heading – and why conventional wisdom often gets it wrong.