[SatNews] As a business model, broadcasters are finding advertising's future still under the effects of recession...

A new survey conducted by the International Association of Broadcast Manufacturers (IABM) at the 2011 NAB Show finds sharp divisions among broadcasters over the future of advertising as a business model, and indicates that the effects of the recession continue to linger — particularly in North America. These findings and more, from the 2011 IABM NAB End User Survey, are summarized in a special report now available to the broadcast and media industry trade press.

  The IABM End User Survey is conducted twice a year in conjunction with the NAB and IBC Shows, with respondents drawn from the shows' attendee databases to provide a representative sample of end users who are shopping for broadcast technology solutions. Complementing the ongoing research carried out by the IABM among its member suppliers, this year's NAB survey focused on buyers' state of mind in the aftermath of the global recession, and their intentions as recovery continues to take place.

Although the survey indicated that an overwhelming majority of broadcasters are optimistic about the short- and long-term future, many are cautious about stating that the recession is actually over — and its effects have been more severe and have lasted longer in the North American market. As a result, many broadcasters are tightening up their procurement procedures and placing the onus on suppliers to deliver maximum value and effectiveness for key business processes. Value for money is still the number one requirement of suppliers, but better support and connectivity are also very high on the list.

"These types of findings, and the other insights we're able to glean from end users such as broadcasters and other media companies, are what makes this survey so valuable to the technology suppliers that make up our membership," said Peter White, director general of the IABM. "Although the IABM continues to produce an important body of market information about the industry's supply side, this survey is one of our first efforts into gauging the opinions of buyers such as broadcasters and post houses. By tracking the way buyer sentiment evolves from show to show and from year to year, we'll be able to give our members important trending information in an incredibly dynamic period in which we are witnessing many changes."