Revolutionizing the Media and Entertainment Landscape with IP KVM

Listen to Jamie Adkin, VP EMEA Sales at Adder Technology, answer questions from the global broadcast industry eZine, InBroadcast. In this video interview, Jamie explores how IP KVM and API integration are revolutionizing and enhancing workflows in the media and entertainment industry to make operations more efficient and innovative.

Introduction:

[Interviewer]:
Welcome to IBC 2025. This year we bring together our global media, technology, and entertainment clients showcasing their groundbreaking innovations right here in Amsterdam.

Well, IBC 2025 and I'm delighted to be here at the Adder stand with Jamie. Thank you so much for your time today, Jamie.

[Jamie]:
Good to see you.

Question 1:

[Interviewer]:
You're no stranger to shows like this. Tell us a bit about this year. How's it going so far?

[Jamie]:
Yeah, it's been a fantastic start. This is IBC, we're here again having customers that we haven't been able to see through the summer. So, it feels like business is kicking off again.

[Our] morning started really busy here, the [hall] entrance is right by our booth. So, yeah, it's really easy [and] we've been off from the start.

Question 2:

[Interviewer]:
Yeah, there's a great vibe, a lovely buzz about the place. Give us an overview. Tell us a little bit about the company and where you sit within the market. Jamie.

[Jamie]:
Yeah, so Adder is a KVM company. We manufacture KVM from our headquarters in the UK, [and] we focus particularly on IP KVM. So for 15 years now we've been developing and leading the way in the evolution of IP KVM and we're here at IBC with a host of demonstrations showing how different IP KVM solutions can solve different problems in different corners of the media and entertainment market.

Question 3:

[Interviewer]:
And you're obviously more than aware of the big trends in the market. Talk us through those.

[Jamie]:
Yeah, I think for us when we think about where we interact with customers, it's typically not in the broadcast stream itself, but the computing technology that sits on the edge of that managing live broadcast, live production or in film making, as we're seeing like the trend of virtual production and real-time production.

More computing power, [requires] more KVM because as the computer power grows we want to get those away from the users [to] keep the users in a nice working environment; but also people are hunting for better ways of working [with] better workflows and more efficiency.

So ultimately the way that we connect them to those computers where they're working has been evolving for years now. And we're seeing a step up in terms of performance and quality that they're (media professionals) wanting as we go in this kind of next wave of creativity as well.

[Interviewer]:
And [it’s] evolving across all industries, not just broadcast.

[Jamie]:
Yeah, for us we're really broad [across industries]. So, we'll be at shows around the year for air traffic control and transport, energy, oil and gas, [and] industrial markets. Our spectrum of customers [is] really broad [but] there are some things that connect us. Computing connectivity is very much the same across those so it's quite horizontal.

Security is big on the agenda. We'll be talking security a lot this week with customers, but certainly here [we are highlighting] creativity and that need for speed. The ability to dynamically change the way workflows work is something that's really close to the hearts of the broadcasters and the creative companies we're seeing this week.

[Interviewer]:
And the need to tap into individual solutions, tailor made solutions.

[Jamie]:
Yeah. So, we've been leading the way in IP KVM with the ADDERLink® INFINITY range; we launched in 2010. It's been a major product [range] in this market for years now. And what we've been doing is evolving the product line and the platform to serve more and more customers, [and in] different types of applications. So, as I say, virtual production, visual effects and animation as well as broadcast control rooms. But we're also seeing people who maybe have smaller requirements or more remote access requirements; and so, we've got dedicated technologies. And here this week, we've got five demos showing how different products can work either standalone or in combination to create workflows that customers are looking for in their KVM.

Question 4

[Interviewer]:
And I wanted to ask you about that. I wanted to focus on what you're showcasing and customers reactions to it.

[Jamie]:
Yeah. So, couple of things. This is a chance for people to get hands-on. So, what separates Adder from our competitors is the level of performance that we offer and the functionality. Being here lets people actually see that in real[time], touch the technology and get a feel for it, see it with their own eyes. You can't put all of that on datasheets and really translate it.

[Interviewer]:
There's nothing like eye to eye in-person conversation.

[Jamie]:
Yeah, absolutely. So the other thing that we're really leaning on here is the integration of other technologies with Adder’s KVM solutions and for the last few years we've been opening up our APIs in our product so that third-party control systems can command the Adder systems.

Customers get more intuitive workflows. We're featuring here the EVS Cerebrum System, Elgato Stream Decks and Bitfocus software, all integrated. So, all of the demonstrations are controlled by third-party products to show different ways of using them.

Question 5

[Interviewer]:
And it's mind-blowing, isn't it? And how are customers reacting when they come to the stand? What are they saying?

[Jamie]:
Speed is incredibly important for people and it always has been. KVM has always been about speed, but now that ability just to touch a button, watch something change and be in control of the systems is really key [and]people are seeing that. But I think because we've gone a step further and really shown how you can control multiple products with these different systems, they're kind of creating new ideas about how they can work as well.

KVM hasn't been part of that picture, [and] we're leading the way in that. So, it's really letting them go away with new ideas about how we can create these workflows. And really just [providing] shortcuts that help them do their job more efficiently, [and] better [by] really creating new ways of utilizing KVM.

Question 6

[Interviewer]:
Who doesn't love a shortcut, Jamie? Talk to me about the future then. Where do we go from here? The sky's is the limit presumably...

[Jamie]:
Yes!

[Interviewer]:
You see what I did there?

[Jamie]:
I think typically when we think about the future, there's some natural direction. So, as resolutions go up, we have to support more resolutions. As devices that need to connect to our systems have higher speeds and frame rates, we need to deal with that [too].

I think ultimately what we're seeing now is this trend of creative ways of workflows, new ways of working and that API is really opening up [new possibilities and] allowing the customer to create [on demand and at scale]. So, the trend for us in the future is going to be how do we respond to those ideas, how much more functionality can we open up to them.

And with part of that, our motto is very much ‘partnership’. We work with system integrators who are creating those workflows with their customers, and we work with other vendors to make sure that we have this ecosystem of connected tools that the customers can leverage. And so certainly in the imminent future, that's a big focus for us as well as ensuring we work with the latest and greatest of all the technology around us.

[Interviewer]:
A lovely note to end on. Thank you so much. Take care and good luck with the rest of the show Jamie.

[Jamie]:
Thank you very much. Yeah, have a good show.

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