Every September, the broadcast and media technology world descends on Amsterdam for IBC, the industry’s most influential gathering for innovation, deal-making and forward thinking.  

With more than 40,000 attendees and thousands of companies showcasing the latest in video, streaming and broadcasting, IBC remains the place where the future of TV is defined. 

For AgileTV, this year’s edition was more than a checkpoint. It was an opportunity to show how our vision for a simpler, smarter and more secure TV experience is already in motion. From AI-assisted operations to advanced content protection and monetization strategies, our team took to the floor with one goal: to demonstrate how our TVaaS model is reshaping the economics of TV for operators worldwide. 

AI: From buzzword to real-world value

Across IBC’s halls, two letters were everywhere: AI. But this year, the hype gave way to real, deployable use cases. 

“Unlike previous years where AI was just a buzzword, this year it was a practical tool,” noted Jonathan Pollac, referring to the explosion of demos in automated editing, moderation and personalization. 

At AgileTV, that practicality isn’t new and it’s central to our roadmap. From AI-assisted subtitling and content enrichment to operator tools that automate key workflows, we’re already embedding AI into our TVaaS platform to deliver real efficiency gains and smarter user experiences. 

As Santiago Rodríguez put it, “I saw demos where you could literally type: ‘recap the top moments of a show, clip them, subtitle them and schedule them to TikTok’ — and the system just did it. That’s real transformation for operations. And it really resonates with the way we’re building AI-assisted capabilities for our operator partners, helping them save time, cut costs and engage audiences faster.” 

Security steps into the spotlight 

If AI dominated the headlines, security quietly stole the show. What used to be a niche conversation has become a top-tier priority and AgileTV has been ahead of that curve for quite some time. 

“Last year we were one of the few raising the flag for CDN security. This year, everyone is talking about it,” said Pepe Madrona, referring to the growing alignment around end-to-end content protection, secure CDN delivery and anti-piracy strategies. 

From live sports to premium VOD, protecting high-value assets is now non-negotiable. AgileTV’s approach, combining advanced CDN orchestration with intelligent access control and watermarking-ready workflows, puts operators in full command of their distribution chain. 

As Pepe explained, “Security has moved from being a ‘nice-to-have’ to a business-critical element. Our managed delivery solutions make it simple for operators to safeguard their content while maintaining the quality and performance their viewers expect.” 

Monetization and engagement: Redefining the business of TV 

Monetization remains the industry’s Holy Grail, and the discussions at IBC made it clear that the next frontier lies at the intersection of content, interactivity and data-driven engagement. 

“Personalization is no longer optional,” said Jonathan Pollac. “Audiences expect tailored experiences and we’re building the tools to make that happen seamlessly.” 

At AgileTV, we’re expanding the definition of monetization beyond ad insertion or FAST. Our platform empowers operators to explore short-form and AI-generated content, targeted advertising, self-promotion, merchandising opportunities and content diversification directly within the UI, transforming engagement into tangible revenue. 

As sports and live events continue to anchor Pay-TV’s value, AgileTV’s end-to-end solutions enable operators to deliver interactive, high-quality and monetizable experiences across devices, turning every view into a business opportunity.

Efficiency and reliability: The rise of TVaaS 

Beyond the big themes, one clear trend in the market is the rise of TVaaS and managed services as one of the preferred model for operators. With budgets tightening and operational complexity increasing, the appeal of scalable, cloud-based platforms like AgileTV’s is stronger than ever. 

“Our mission has always been to make it simple for operators to offer great TV,” said Bruno Minnozzi. “With our TVaaS, partners get a fully managed, reliable and cost-efficient platform that lets them focus on growth, not on building from scratch.” 

From deployment speed to operational excellence, AgileTV showcased how its white-label model gives operators everything they need in one seamless ecosystem: content delivery, apps, analytics, monetization tools and security.