IBC2025: Supply Chain Efficiencies Won’t Save Sinking Legacy MediaOne word dominated conversations at broadcast equipment show IBC this week – and it wasn’t AI. With little genuine tech innovation around the legacy media business and the vendors who supply it are battling to survive by stripping cost and speeding processes. Reaching that audience before it deserts entirely to social and streaming is the headache facing broadcast media executives. “Media production has been done the same way for 60 years,” said Lewis Smithingham, EVP at strategic consultancy Monks (formerly Media.Monks). “Do that in a way that works for brands and audiences and we can charge an elevated rate to advertisers.”Emphasizing Supply Chain EfficiencyAll of the talk about AI at IBC concerns efficiencies in the supply chain.