The First-Timers Guide to IBC - 2024 Edition
IBC can be overwhelming – but a little bit of preparation can make it a truly enjoyable and valuable experience. Here are eight main themes that everyone attending IBC should find useful. (Even veterans should find some useful tips here!)
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IBC - The International Broadcasting Convention
Let's start by getting into some basics about the convention by the numbers.
IBC takes place at the RAI Convention Center, a huge venue that hosts major trade fairs all throughout the year.
Pre-pandemic, back in 2019, there were 56,390 visitors, 1700 exhibitors over 15 halls spread out over 108,000 square meters of space. That’s the size of 20 American football fields!
After the pandemic, the 2022 edition marked the return of the in-person IBC event in Amsterdam, bringing the industry together again after the pandemic-related disruptions.
Slowly, the show has been coming back. At IBC 2024, the event is expected to see over 45,000 attendees (up slightly from 43,065 in 2023, and 37,000 in 2022). The 2024 show floor will cover approximately 45,000 square meters of exhibition space, across 14 halls, including the return of the Content Everywhere Hall 14.
These figures reflect steady expansion compared to previous years, indicating strong industry engagement and growth.
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Get Registered
There really are too many things to see and do, so planning ahead is key.
Exhibition
First off, make sure you Register for for the Exhibition! Free exhibition passes end on 22nd August. Prices for passes are €150 - From 23 August until 12 September, and €199 onsite.
Exhibition opening times:
Friday, 13th September – from 10.30 – 18.00
Saturday, 14th September – from 09.30 to 18.00
Sunday, 15th September – from 09.30 to 18.00
Monday, 16th September – from 09.30 to 18.00
The IBC Conference
The IBC 2024 Conference is centered around three core themes: Transformative Technology, Shifting Business Models, and People & Purpose. These pillars reflect the rapidly evolving landscape of the media, entertainment, and technology sectors. The conference will delve into cutting-edge topics such as the integration of AI and human-machine collaboration, the rise of Free Ad-Supported Streaming TV (FAST) channels, and strategies to combat disinformation in the digital age. By exploring these themes, the conference aims to provide industry professionals with the insights and tools necessary to navigate the challenges and opportunities presented by these transformative forces, fostering innovation and sustainability across the industry. Check out the IBC 2024 Content Programme and use Broadcast Projects’ 10% off conference discount code MP24D10BPR
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Know the Show and Plan Before You Go
Check out the Floor Plan
The show is huge. For this reason it is really useful to get familiar with the floor plan and main show themes before you travel. Check the floor plan, too, for the location of the companies you want to meet, so you can plan your walking tour accordingly.
Here are some of the key highlights and new features to look forward to in 2024:
AI Tech Zone (Hall 14): This new area will showcase the latest advancements in AI technologies for media and entertainment, with real-world applications moving beyond just machine learning. It’s designed to highlight how AI can transform content creation, distribution, and monetization.
Expanded Conference Program: The IBC Conference will span three days, offering deep dives into crucial industry topics such as AI and human-machine collaboration, the impact of Free Ad-Supported Streaming TV (FAST), and the ongoing battle against disinformation. This year, the conference has moved to the Auditorium Complex at the RAI, featuring two theaters and a dedicated delegate lounge.
Content Everywhere (Hall 14): Returning after several years, this hall is dedicated to OTT and multi-platform content delivery, reflecting the growing importance of non-traditional broadcasting in the industry.
Free Content Showcases: The free-to-attend Showcase Theatre and Innovation Stage programmes return to IBC2024 with four days of sessions tackling some of the biggest challenges and showcasing the most innovative technologies impacting the media, entertainment and technology sector. A summary of the programme can be found here. Hall 14 will also feature a specific AI Zone and the IBC Content Everywhere Stage 2. Content Everywhere stages and networking areas are also located in Hall 5. Find the IBC Innovation Stage in Hall 7, the IBC Accelerator Zone in Hall 3, the IBC Showcase Theatre in Hall 8, and the IBC esports Zone in Hall 8.
2024 Accelerator Projects: This year IBC are showcasing eight Media Innovation Challenges, as well as a special incubator project focused on live produciton technologies. The final proof of concepts of all these will be demonstrated at the Accelerator Zone in Hall 8, alongside dedicated presentations of each project as well.
Corporate AV Integration: For the first time, IBC is actively courting corporate AV users, reflecting the convergence of AV with broadcast technologies. Companies from various sectors like finance and healthcare are invited to explore how broadcast-quality technologies can enhance corporate communications and events.
Diverse Exhibitors: There are over 1,100 exhibitors confirmed, with 150 new exhibitors joining the event. Including industry giants like AWS, Sony, Panasonic, and newcomers like Antenna Hungaria and Frequency Networks, will showcase their latest innovations.
View more highlights of this year’s IBC here.
Do Your Homework
It goes without saying that you should read up and be well informed about all the companies and people you plan to visit with at the show. Be sure to visit the main IBC Show website and IBC365. Note, too, that you can pick up free trade publications at the show to get a sense of the best ones that suit your industry. You can usually find them in the long corridor between Halls 7 and 8.
Plan to Get Social
The IBC Awards Ceremony usually takes place on Sunday evening in the RAI Auditorium is a prestigious event that is free for all attendees to attend. To get a complete list of free parties and events do remember to check out Broadcast Projects’ annually published IBC Party & Event list.
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Plan Your Travel
IBC offers excellent travel resources to help you plan your trip. Everything from travel, to booking hotels, navigating the show itself, and discovering Amsterdam, it’s a good idea to review all the options. IBC does try to help you save money (mainly on hotels and transport) so it is worthwhile reading through the options and then validating what will work best for you. There is also a free airport shuttle bus direct to the RAI Convention Center.
New this year is a more sustainable option for getting to Amsterdam if you are traveling from the UK. The Flint Green Line is a unique media industry networking event taking place in a dedicated Eurostar carriage heading to the IBC Show from London’s St. Pancras Station on Thurs, Sept. 12, at 11:04 AM.
Please be advised that due to renovation works at Amsterdam Centraal station, there will be a reduced Eurostar train service from London to Amsterdam from June 2024 until early 2025. Passengers will still be able to take a direct Eurostar train from London St Pancras International to Amsterdam Centraal. Passengers returning from Amsterdam to London will have to change at Brussels Midi where security and passport checks will take place. Eurostar advises that the time allowed to make this connection will be between 49mins and 1h 48mins.
Similarly, TATA Communications is offering an IBC Sustainability Ride from London to Amsterdam – a two day cycle ride to the show! More info here.
IBC 2022 saw departure chaos at the airport, with 1km lines to get into the terminal. If you are flying to Amsterdam then please search for and download the Schiphol app. This will show flights departure and any delays. It will also display waiting times at security. You are also able to ease your transition through the airport by prebooking a security check slot.
Collecting Your Badge
At the RAI you can also pick up your badge onsite at the RAI from the above location points, but you can save some time using the other optoins available to you.
Arriving by Train – You can collect your Badge in the Iamsterdam store at Amsterdam Central Station. We have 7 offsite collection points in total, these include:
Anantara Grand Hotel Krasnapolsky
Iamsterdam Store (Amsterdam Central Station)
Double Tree by Hilton
Amsterdam Marriott
Apollo Hotel Amsterdam
Mercure Amsterdam City
Apollo Leonardo Royal
These collection points are open from 9am to 7pm on Thursday 12rh September and from 9am to 2pm on Friday 3th September.
Arriving by plane - You can now collect your IBC badge as soon as you touch down in Amsterdam (from 6am-10pm on Thursday 12th September, and from 6am to 2pm on Friday 13th September) Get ahead and go to badge collection at Schiphol Airport, located in the arrivals hall by A4 (opposite Starbucks).
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Navigating the RAI
Wifi Access
Although IBC’s 2024 website is not specific about wi-fi access points, wifi has gotten better throughout the show venue over the years, and you should be able to find good wifi access everywhere in and around the RAI. If in doubt, you certainly should be able to find free access to wifi in the following public areas, though IBC makes no guarantees about wifi reliability, and wifi availability is typically not very good on the show floor.
Forum Lounge
Ruby Lounge
Cafe Amsterdam
Europa Foyer 2
Catering Area in Europa
Foyer 1
Diamond Lounge
The Grand Cafe
Europa - 1st Floor
Holland - 1st Floor
The passwords are usually clearly signposted.
Book your Meetings in Advance
According to data published by the IBC organisers, the average visitor has 50 meetings at the show, of which only three are unplanned. So set up your meetings before the show. ( We recommend starting in July.)
Be absolutely sure to re-confirm, as well as exchange phone numbers in order to communicate last minute changes while you are there. After all the work that goes into planning for the show, it is inevitable that people run late, so be prepared and don´t lose the opportunity to meet just because you forgot to get a phone number!
Stake out your meeting spots
Beyond planning your epic walking tour well, there is an alternative strategy to doing IBC, especially if you are a visitor. Stake out the quiet places, and get people to come to you! The quiet spots are especially important if you have to arrange a sensitive meeting on the fly. The best suggestion I have is the Forum Lounge in Hall 10, or upstairs from there, or any of the wifi areas listed above.
Restrictions on Filming and Photography
Also be aware of restrictions on filming and photography at the show. IBC states that “No photography or filming is allowed in the Conference or Auditorium at any time.” Only exhibitors are allowed to film on their own stand, and camera crews/press are allowed so long as they have a filming permit. However, photography is allowed throughout the exhibition, however it is forbidden to publish or post photos taken at IBC without the subject’s consent.
IBC Show Planner & App
The IBC Show Planner is tool offered by IBC to more easily view exhibitors and plan your meetings. You need an account, but it is free to use. Access it here. This planner will seamlessly sync with the IBC App, which will be released at the end of August. Check here for details.
Get Broadcast Projects’ Party & Event List
Every year, Broadcast Projects publishes a comprehensive guide to all the parties, cocktails, happy hours etc at both IBC and NAB. It’s the most comprehensive guide to the social events at the broadcast & streaming media industry's biggest trade shows.
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Getting Around in Amsterdam
Your arrival at Schipol Airport is just the beginning of your IBC adventure.
Free IBC Airport Shuttle Bus
IBC provides complimentary airport shuttles buses running between Amsterdam Schiphol Airport and the RAI Amsterdam. To take advantage of the complimentary airport shuttle, attendees will need to show either their IBC2024 registration confirmation email or their IBC2024 registration badge. Hostesses will direct attendees to the shuttle pick-up point located on TRACK-A, stop A15. At the RAI Amsterdam airport shuttles pick-up and drop-off point is located at Entrance C. These buses run eveyr 20-30 mins from 8am until 7pm every day of the show.
Taxis
If you’re not taking the free shuttle, cabs and Uber options are also available – but it is really expensive to get to the city from the airport (around 50 or 60 Euros at least). The train stop for the RAI (see below) is just a few stops away by metro, and you can also easily get to the Centraal Station - the main train station in the city center - from the airport.
TCA taxis are available to and from the RAI and throughout the city of Amsterdam. A typical taxi journey from the RAI into the Amsterdam city centre should cost around €20.00. To arrange a smooth, fixed-priced transfer from Schiphol to your hotel or to the RAI, pre-order your taxi on +31 (0) 207 777777 or via corporate@tcataxi.nl. For more information, click here. You can also download the TCA app (Apple Store or Google Play to be able to order your taxi 24/7 and benefit from guaranteed fixed fares at the time of booking.
Trains
At the Schipol Train station, get yourself a ticket at the main ticket desk, and forget the automated machines (they are hopeless). You want to ask a real human being which platform to go to, and which train to take.
Sometimes there are signs posted by IBC at Schipol to aid your travel (the trains leave 4 times per hour to the RAI). But it is not so easy to navigate which train to get on once you get to the platform. There are usually agents there to help. But basically you want to make sure that the train you are getting on will actually name ""Amsterdam RAI" as a stop, else you may have real troubles to correct your mistake!
Get your Free Travel Pass
IBC makes it very easy to get around the city. A free travel pass for the metro and all GVB trains is available to every single visitor to IBC. You can pick up your free pass when you arrive at any IBC information point, but the passes will be allocated on a first come first served basis. They are valid for travel during IBC show dates. Attendees will need to show their IBC 2024 registration confirmation email or badge to collect the pass.
Also, the Amsterdam Noord/Zuid metro line finally became operational during IBC2018, following one gazillion years of construction work in Amsterdam. Your free GVB travel pass is valid on this line. This line connects the North part of the city via Central Station with the RAI stop Europaplein, taking only 8 minutes to travel to the RAI Amsterdam from Central Station.
Paying for Public Transport
Beyond this, if you need to pay for public transport this can now also be done with your contactless debit card, credit card or mobile phone. Simply hold your contactless debit or credit card, or mobile up to the card reader or gate and – beep! – you’ve checked in. When you arrive at your destination, check out the same way. It’s that easy.
It works with Dutch and foreign issued contactless debit or credit cards from Maestro, V pay, Mastercard, or Visa and with smartphones that are set up with contactless payment with Apple Pay and Google Wallet. You won't even need an OV-chipkaart or subscription (the old system). No registration is necessary. See here for how it works. (Thanks to Rudolf van der Berg for this tip!)
Parking
In case you are driving, there is ample parking at the RAI Amsterdam including 30 electric charging stations. Visitors can purchase a one day parking ticket from the vending machines.
Around and About in Amsterdam
Amsterdam is famous for its culture, nightlife and restaurants. For more information about Amsterdam, the restaurants, bars and what else the city has to offer, check the IAmsterdam website for the best source of city information.
A word to the wise: don’t to take photographs in the Red Light District! Also, you might want to read up on the official policy relating to coffeeshops in the City of Amsterdam. And note, that a new law went into effect in May 2023, relating to smoking cannibis on the street and the behavior of tourists in general. Be aware.
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Be Comfortable
Check the Weather
It may seem obvious, but check the weather report for Amsterdam ahead of time. The weather during IBC can be a mixed bag. It can be swelteringly hot or quite cool (in other words: freezing). Check your favorite weather app for the long range forecast several days before you travel.
Bring Provisions
Bring nuts or energy bars, small packaged snacks, to keep you going throughout the day. IBC food is not the greatest (think slimy herring and onion sandwiches: a Dutch delicacy!). The food kiosks all have long lines and it can be expensive. I've met people over the years who were dead on their feet, claiming with some pride, that they hadn’t eaten that whole day. No excuse for that. To do your best business you have to be nourished to be alert.
If you are exhibiting, don’t forget to stock plenty of water for your stand staff and guests. If you are an attendee, stop and grab a bottle of water before you enter the show. There is a supermarket directly across from the RAI.
Take Care of your Feet
After summer months of wearing sandals or flip flops, it can be a shock to the system to suddenly be wearing shoes and socks again. Plan accordingly. Start wearing socks and shoes about a week before the show and start breaking in any new shoes that you plan to wear to the show. Be sure they are comfortable. The go-to emergency fix for blisters is a product called Compeed, which acts as a second skin. They stock it at the pharmacy in the shopping center mentioned below.
Shopping & Restaurants Nearby RAI
In case you get caught out, you will find a pharmacy in the small shopping center across from the RAI, for provisions and emergency supplies). To get there, leave the RAI and veer right across the big road called Europaplain, directly behind the tram stops!
There is also an Albert Heijn (the main Dutch supermarket chain). Enter via the main atrium entrance of Flow Amsterdam. Incidentally there is a decent restaurant just next door called Kreeftenbar which offers "Sushi and Lobster" a reasonably priced spot near the RAI where you can eat well and have a moment of quiet amidst the manic IBC rush. Thank goodness it made it through the pandemic!
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Enjoy Yourself
Trade shows offer wonderful opportunities to meet and connect with people, but not only that, it´s your chance to build relationships with people. Be sure you make the most of the experience by promoting yourself and supporting others at the show.
Here are some ways you can do that:
LinkedIn & Twitter
Join the conversation on social media by using the official IBC hashtags #IBCShow or #IBCSshow<year>. You can also mention @IBCShow in your posts to increase your changes of getting retweeted by the show organisers.
While Linked In is mainly for people you already know, X is a useful search engine to make serendipitous connections with people you did not know existed!
X is a great way to get people's attention at the show, be sure though to look up the person's X name, check if they are actively using X, and then use the @name in your tweet.
Remember, X is a search engine as such it is a useful research tool. Pop in your industry keywords into X and see what you find (tip: click on People). You can also search via the official IBC hashtags to learn what people are saying about IBC on the fly. Just click on any hashtag to access that content. The same applies to LinkedIn.
Make an Impression with a Good Introduction
If it is your first time at the show, it is easy to get overwhelmed. But even veterans can get this wrong: get prepared and learn how to introduce yourself properly. Become more confident and empowered so you can make the best out of business opportunities and make a lasting impression among your peers.
Don’t be a bore or start off on a sales pitch to people on stands. They are there to sell. Be aware of your audience, and when you do strike up a conversation, don´t forget to listen. Download our free guide, Communicate with Infuence, for easy-to-follow tips and strategies to help you communicate with clarity and confidence, whether you're networking, pitching your services, or simply introducing yourself to someone new for the first time.
For total newbies to the industry, the best advice is to be informed as you can be. Be careful what you say, especially if venturing an opinion, and be as formal as the situation demands.
Be respective of senior level people, don’t be a pest and do your best to learn to read the signals if they seem too busy or not interested. People are very busy at the show, so if you don't already have a lot of appointments set up in advance, be respectful of others time (especially if you are not a buyer).
Just soak it all in. There's a first time for everyone, so above all don’t get discouraged.
Trade shows are both a skill and a test. But do not stress. Better done than perfect!
I’m sure you are going to have a great time and learn a lot. How could you not?
Wishing you a wonderful IBC!
Have a great IBC!
I hope you found this guide useful and wish you much success at the show. If you liked it, please share it.
If you have something to add or any comments or feedback, we’d love to hear from you.
Last Update: 22 August 2024
Originally published: August 29, 2019 by Janet Greco