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In the halls of the RAI Congress Centre in Amsterdam, the future is not theory, it is practice.
Drones hover above people’s heads. Several 8K cameras that broadcast in real time adorn the show floor. Visors that let you into a virtual concert.
All around, a mosaic of languages and accents: 45,000 visitors from 170 countries arrived for the International Broadcast Convention, one of the world’s most important trade fairs dedicated to media, entertainment and technology.
Every year, for three days, the International Broadcast Convention (IBC) presents the latest technologies applied to television, cinema, radio, streaming, virtual reality, artificial intelligence (AI) and the cloud.
It is not just an exhibition of products: live demonstrations, keynotes, workshops and confidential meetings bring together filmmakers, engineers, managers, start-ups and large companies, all looking for solutions and partnerships that can reshape the way we consume and produce audiovisual content.
The company that reinvented itself
With 1,300 exhibitors, each stand promises innovation. Present at the fair, Fujifilm is an example of a company that has never stopped reinventing itself, after the crisis of the early 2000s, marked by the collapse of the analogue market, and in the aftermath of the Covid-19 pandemic.
“We have grown from our roots in photography and domestic film production,” said Masato Yamamoto, general manager of Fujifilm’s Imaging Solutions Division.
“We have retained a dynamic and innovative spirit, which allows us to constantly evolve and expand our business sectors”.
Artificial intelligence ensures boundless possibilities.
‘We use AI technology to develop products and services that enrich the customer experience,’ said Yamamoto.
“We are developing technology that guarantees the authenticity of images. We want to help build a society in which creators can engage in their work with confidence”.
In addition, the Japanese company is actively promoting the application of AI technology in the medical sector to support doctors in imaging, such as endoscopy, CT (computed tomography) and MRI (magnetic resonance imaging).
GFX Eterna 55, more than a camera
In Amsterdam, Fujifilm presented its latest creation, the GFX Eterna 55. Much more than a professional camcorder, it is the key that opens the door to the language of filmmaking.
The GFX Eterna 55 is a high-end cinema camera that delivers sharp images and realistic colours, with a cinematic look that is ready to go. Its large 102 MP ‘Large Format’ sensor ensures high detail, while Fujifilm’s film simulations – including ‘Eterna’ – offer distinctive tonal and colour rendition.
It supports up to 8K video, electronic variable ND filters and dual ISO base to work even in challenging lighting conditions. It is a tool designed for filmmakers and creatives who want a polished image right out of the box, without depending solely on post-production.
The European market, between business and events
Given the strategic role of the European market, companies such as Fujifilm have intensified their initiatives in the region.
In 2019, Fujifilm opened the House of Photography, a flagship store and cultural centre dedicated to imaging, in London. It welcomes around 300,000 visitors each year, becoming a meeting point for enthusiasts and industry professionals.
In 2024, the company also entered into a strategic partnership with the World Press Photo Foundation, reinforcing its commitment to the promotion of photography and the enhancement of stories told through images.
Also in the 2025 edition, the IBC confirmed its role as a global barometer of the audiovisual industry. Between stands, demos and meetings, companies networked, tested technologies and anticipated trends, thus defining the strategies that will guide the future of the audiovisual sector.
