IBC To Consult Industry On Physical Event Plans

The group is working with content and technology players to figure out how to come together again in a safe way. It’s launching exhibitor and visitor surveys and outlines a hybrid approach to provide inclusive participation for all attendees.

IBC today set out more details around its plans to bring the content and technology industry together again to discover the future of media and do business face to face. The global content and technology event is set to “lead the way in a new era of inclusive hybrid events, enabling the industry to engage and discover together, whether physically onsite in Amsterdam or online at home.”

IBC continues to focus on the return of a live event at The RAI in Amsterdam this year (Sept. 10-13) but also has a fallback option of Dec. 3-6.

“The industry is telling us that people are keen to come together again after being apart for a long time,” said Michael Crimp, chief executive of IBC. “In the coming months, a number of factors will help us decide when the event can happen and in what format. From macro trends such as vaccine roll out and testing, to the willingness of our attendees to travel, we will take all things into consideration as we make those important decisions.

“We are aiming to create a fresh and valuable event experience that enables the industry to engage and explore the future of media together again in a safe way. We want to gather views from across the IBC community, and that’s why we are launching a visitor survey today and will also roll out a targeted exhibitor survey next week, in partnership with IABM. We all have an opportunity to think differently this year.

“A good example of this is how we are embracing hybrid/ digital to give IBC more reach than ever before. Also, we are fully prepared to shift to December if that will deliver the safest and most valuable outcome. We would encourage the IBC community to be open to these ideas when they complete the surveys,” Crimp added.

The visitor survey is live now and can be found here


IBC has selected ExpoPlatform, an AI-powered platform for hybrid and online exhibitions and conferences, to support its digital offering. IBC says the move let it create “a compelling hybrid event that combines the best of the show floor with state of the art online interaction.”

With safety a major consideration in the planning of any physical event in today’s climate, IBC is focusing on how it can create a safe environment that still delivers the value and enjoyment that attendees have traditionally experienced in Amsterdam.

Gaining access to IBC 2021 will feel similar to attending a large-scale sporting event like the Olympics or an arena rock concert. At such major events there is a perimeter around the venue at which attendees pass through security, bag checks, and ID/ticket validation. IBC 2021 will use a similar approach with a purpose-built perimeter around The RAI, with multiple entry points where attendees will be processed under COVID health and safety protocols.

This means that once within the perimeter, attendees will be free to move around The RAI complex, inside and out, without further physical checks — minimizing queues and congestion. Various technology tools will be used, including opt-in facial recognition for contactless registration and badge pickup and Artificial Intelligence to monitor visitor movement and control capacity in all areas.

Crimp concluded: “We realize that IBC 2021 may be the first large event that many people will attend for some time. Rest assured, we are putting a lot of time and energy into planning what that experience will be like this year. The world is very different from when we all last went to a trade show, and the IBC 2021 experience will reflect that. We have been working closely with The City of Amsterdam and The RAI to ensure attendees can get the most out of IBC 2021 while keeping everyone safe. We have an overriding duty to get this right and to repay the trust that has been placed in us for over 50 years.”

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