As China eased its visa-on-arrival policy this year, I seized the opportunity to visit during the summer break and attend the 31st edition of BIRTV (Beijing International Radio, TV & Film Exhibition). After a brief hiatus due to the pandemic and an online-only event, BIRTV returned to its full glory in 2023, maintaining its traditional late August schedule.

A Bustling Start
The exhibition's first day was bustling with visitors, showcasing not only professional broadcasting equipment but also featuring a dedicated section for film equipment. Despite recent challenges in the broadcasting industry, equipment suppliers continue to innovate, making BIRTV an essential platform for showcasing cutting-edge technology and systems.

Broadcast Innovation on Display
The entrance was dominated by an impressive broadcast van from Sichuan Television Station, boasting full 4K/IP configuration and a backup support vehicle. This display epitomizes the industry's current focus on quality improvement and the shift towards 4K/IP/cloud production and broadcasting systems. With substantial investments made in high-end equipment, the next challenge lies in leveraging this technology to create compelling content that resonates with viewers.

PGC/UGC Revolution
A notable trend this year was the increased presence of professional equipment tailored for PGC/UGC. These booths, often featuring product demonstrations by models, were among the most popular, reflecting the growing influence of e-commerce and live streaming platforms.

Interestingly, some brands traditionally associated with consumer-grade products for vloggers and action camera enthusiasts made their debut in this professional space, signaling a blurring of lines between professional and prosumer equipment.

Cinematic Experience in the Film Hall
The film exhibition hall offered a cinematic atmosphere, complete with comfortable seating and movie screenings. This area seemed particularly popular among local visitors seeking entertainment and respite from the summer heat.

Media Giants and Tech Titans
Hall 6 was dedicated to major media organizations, attracting significant attention from visitors and media alike. The presence of tech giants like Tencent and TikTok added to the buzz, underscoring the convergence of traditional and new media.

Traditional Broadcasting's Evolution
The traditional broadcasting area remained a cornerstone of BIRTV, showcasing the latest in cameras, lighting, and IP/cloud-based broadcasting technology. Many manufacturers employed celebrity appearances and model demonstrations to draw crowds.

Perhaps the most impressive displays were the XR (Extended Reality) stages, offering immersive experiences that highlight the future of broadcasting studio construction. These versatile, high-end studios not only serve the stations' needs but also present potential revenue streams through rentals.

In conclusion, BIRTV 2024 offered a comprehensive look at the rapidly evolving landscape of broadcasting and media technology. From traditional equipment pushing the boundaries of quality to new media tools democratizing content creation, the exhibition underscored the industry's dynamic nature and its continuous adaptation to changing viewer preferences and technological advancements.