Connected Magazine | Harnessing imagination with audio, video and film

A note from the editor:

Dear readers,

It’s an eventful time for the AV industry. From the anticipated use of AI line calling at Wimbledon to advancements in audio and AVoIP, there’s always a new discussion point.

But figuring out what’s worth tuning into - that’s the challenge. In this edition of Connected, we unpick only the essential AV industry trends, guided by carefully curated insights from experts in the field.

We leave no stone unturned. Whether you want to read about the prevalence of video in digital signage or the must-have gear for professional photography, there’s plenty to sink your teeth into. We cover the recent UK government proposal to invest £20 million in taking drones and flying taxis to the skies as part of the Plan for Change and the implications of this investment.

Looking ahead, we address the most pressing AV sector challenges. Confidently navigating them will require agility and resilience in the wake of rapidly changing supply chains and it’s important to remember that from these challenges will come growth. If we are led by collaboration, innovation and creativity, we can futureproof the industry and see businesses go from strength to strength.

A key thread through this edition of Connected is purposefully using our imagination. AV technology opens minds and fosters creativity, and we’re eager to explore those possibilities across multiple sectors.

Within these pages, we hope you find the inspiration to kickstart your creative problem-solving and face industry challenges head-on. Happy reading!

Emmanuelle Gammage

Emmanuelle Gammage

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Mapping the biggest AV sector CHALLENGES

Professional AV businesses today face tough market conditions. Companies are impacted by factors such as the slowdown in end-user markets, mounting interest rates and labour shortages. Therefore, keeping an ear to the ground is essential. In this article, we track the biggest AV sector challenges and offer advice for navigation.

Supply chains impacted by tariffs

Rapidly changing tariffs have a global impact. They present one of the biggest challenges facing the AV sector - uncertainty.

With the changing tariffs and unpredictable global supply chains, it becomes harder to forecast costs accurately. Consequently, long-term planning is more difficult, with businesses constantly adapting to new conditions.

AVIXA predicts the level of tariffs announced in the USA in April this year has increased the likelihood of substantial demand reductions1

Inevitably, AV supply chains are affected. Costs could rise for both AV businesses and end users who rely on cost-efficient solutions.

The only answer to this challenge is maintaining an agile approach.

“Every disruption to the AV sector - from tariffs to labour gaps - is also an invitation to innovate, adapt and differentiate. The organisations that recognise this will transform challenges into strategic advantage.” – Jenny Hicks, Head of Market Intelligence at Midwich Group.

Finding new ways to increase operational efficiency and deliver excellent customer service provides anchorage while buffeted by uncertain winds.

Labour crisis

An ongoing issue, the skilled labour shortage is intensified by rising costs and supply chain issues. Maintaining a consistent workforce in these conditions is increasingly difficult.

of integrators say talent issues are a top concern, exacerbated by the complexity of AV jobs and the demand for rapid, high-quality installations.

The call to raise the profile of jobs in AV is a pressing challenge impacting the sector.

According to recent surveys, 72% of integrators say talent issues are a top concern2, exacerbated by the complexity of AV jobs and the demand for rapid, high-quality installations. This shortage can create a serious backlog when demand is high, having a detrimental knock-on effect on distributors, resellers and end users.

Initiatives such as AVIXA’s online learning programmes and Rise AV, a mentorship programme for women in the industry can help plug this gap, build awareness for AV jobs and offer a lasting solution to the labour crisis.

The cost of sustainability

In 2025, evolving expectations mean sustainability is a ‘must-have’ rather than a ‘like-to-have’.

The AV sector has never been static for long. With new challenges come new opportunities and businesses that take an approach centring innovation, sustainable action and customer needs will lead market growth. 72%

Saturation in the market

The eternal conundrum for AV businesses - how to stand out amongst the competition.

Differentiating a product range is challenging within a highly saturated market. The pressure to undercut competitor pricing can hurt profit margins.

While vying for consumer attention, it’s essential not to lose sight of overcoming operational hurdles to cut operational costs where possible and offer the highest quality services.

In a saturated AV market, true differentiation doesn’t come from price wars - it comes from delivering excellence consistently, understanding the customer deeply and solving problems smarter than the competition.

Ross Floyd, Commercial Director (UK&I)

AV businesses should strike the right balance between low prices and quality product offerings to secure repeat business.

AV organisations might feel torn between prioritising the latest technological innovations or energy efficiency. Embedding sustainability in every aspect of operations sometimes comes at a higher cost.

Having said that, it’s work worth doing. With the increasing consumer demand and corporate ESG mandates, forwardthinking AV businesses must put concerted effort behind going green.

Plus, innovation and sustainability often go hand-in-hand. The benefits of investing in energy-efficient technology extend beyond sales to industry renown and recognition for pioneering designs.

Hope on the horizon

Reintroducing Midwich AUDIO

Having recently celebrated my 17 year anniversary at Midwich (13 of which have been leading the audio strategy), it’s the perfect time to reintroduce you to Midwich Audio! Here, I highlight the depth and innovation within our growing audio portfolio. With a renewed focus on excellence and expertise, we reaffirm our position at the forefront of the AV industry.

Offering the strongest range of brands in the UK distribution market, the Midwich Audio division supports every budget and project. We collaborate with a broad network of vendor partners to deliver the latest audio solutions, with our technical sales team available to design and support complete systems for any requirement.

Our brand line-up has evolved significantly in recent years, with global leaders such as Biamp, Bose Professional and Shure joining the portfolio over the past five years.

We have expanded our reach across key vertical markets including corporate, higher education, transportation, retail and entertainment. We also welcomed innovative brands such as RDL, Bluesound Professional, Sonos and SOWA.

Our team of experts is on hand to support you with tailored solutions, product demonstrations, training and timely supply of all audio requirements.

MARTYN’S LAW

with professional audio solutions

What does this mean for audio installers and resellers?

The introduction of Martyn’s Law isn’t just a public address/voice alarm (PAVA) standard. Even though at times, compliance to both Martyn’s Law and the more traditional PAVA standards are required, Martyn’s Law legislates four procedures that must be covered:

Evacuation - getting people safely out of the premises

Invacuation - bringing people to safe parts within the premises

Lockdown - securing the premises by locking doors

Communication - alerting people on the premises to danger

This legislation has been eight years in the making - and requirements for PAVA systems have always been presented from other standards, such as BS EN 54 and BS 5839. So, there is already a wealth of understanding of designing compliant voice alarm systems within the market. With years of hands-on experience, the dedicated Midwich Audio Team leads the charge.

How do professional audio solutions support the new legislation?

Professional audio devices primarily address the communication aspect of this legislation. Midwich Audio solutions offer the bespoke design of voice alarm systems and provide further specification such as class/shift change notifications, background music and paging functionality, generally at no extra cost. As part of the Midwich value-added services, this is free of charge.

Reach out to the Midwich Audio team for more information by emailing audio@midwich.com or calling 0161 868 1240.

Midwich professional audio products also integrate and control other systems that are required as part of compliance with Martyn’s Law. If these products aren’t already present at the site, Midwich Group businesses like DVS can support the design of other elements such as door access, lighting and CCTV.

As Martyn’s Law reshapes safety standards across public spaces, the role of audio professionals has never been more vital. Getting audio systems up to scratch will have an enormous impact - reinforcing essential comms and strengthening public safety.

THAT SELLS: Screen time how video is dominating the digital signage evolution

Once confined to static posters, digital signage has entered a new eraone dominated by video. Across retail, education and enterprise environments, motion content is proving not only more engaging, but also more profitable. In a screen-saturated world, it’s no longer about simply being seen. It’s about being remembered, responded to and ultimately, acted on.

Welcome to the age of video-first digital signage

The digital signage market is expanding fast. In 2024, it was valued at $27.13 billion1 globally and is forecasted to nearly double to $54.69 billion by 2034. That kind of growth reflects more than just hardware sales - it’s about how organisations are reimagining communication.

Today, over 40%2 of users plan to boost their content production budgets, signalling a shift in strategy from static to cinematic.

Why video wins

Compared to static displays, digital video signage grabs 400%3 more views. And those views matter - digital signage boasts an 83%4 message recall rate, nearly double that of traditional advertising. It’s not just about drawing eyes - it’s about influencing decisions. Video creates emotional momentum, often in the space of a few seconds.

The power of short

As consumer attention spans shrink, the trend is clear: shorter is smarter. Platforms like TikTok and Instagram Reels have set the tone, and digital signage is following suit. Videos under 15 seconds are now considered the most effective for impulse engagement - quick enough to catch a glance, sharp enough to leave an impression.

In environments where audiences are transient - shopping centres, transit stations and waiting rooms micro-content must hit hard and fast.

In retail, this translates to action. Brands deploying video signage have seen:

32% average sales increase5

24% more foot traffic6

68% of consumers are more likely to purchase7

19% rise in impulse buying8

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Today’s lesson: the future of AI displays in EDUCATION

Good morning, everybody! In this article - or mini-lesson - we highlight how smart display technology is changing the game for educational institutions.

With the UK government committing £3 million to an AI ‘content store’ and growing global investments in EdTech startups, smart technologies are taking the education sector by storm. Our focus is on the impact of AI displays on tackling industry demands.

Let’s do a quick exercise - think of three top uses of educational technology. We can name a few:

Our learning objectives are to: 1. 2. 3.

1. Understand the uses of educational technology for institutions, ensuring operations are efficient and inclusive of every type of learner.

2. Learn how Samsung smart displays fit into the equation by equipping schools and universities with the tools needed to meet industry challenges.

Embedding interactivity in lessons.

Accessing efficient lesson planning tools.

Delivering information across a network.

Now, consider one key technology type that meets all these points - smart displays. Samsung display solutions, distributed via Midwich UK&I, present a range of AI-enhanced features that boost engagement, along with slim displays that fit comfortably in any classroom, walkway or lecture hall.

To explore how this works in practice - in the WAF interactive series displays, voice-to-text recognition enables live voice detection - and what the Samsung AI Assistant can do is automatically generate a summary. This helps different kinds of visual learners or students who require visual aids to process lesson content more easily, without the hassle of manually producing extra resources.

Circle to Search function is also coming to the WAF series, which will enable users to circle content on the screen to automatically produce an AI-generated summary of the circled terms or visuals. Designed for educational purposes, the AI is calibrated to produce lesson-style content for specific age groups.

Beyond generative AI, Samsung’s smart display range offered through Midwich delivers several education-specific advantages. Sophisticated offerings such as the popular Samsung Flip are ideal for personalising learning, boasting AI features designed to track student engagement so lessons can be adjusted for maximum impact. This digital flip chart gives learners the flexibility to wirelessly share content with SmartView+ and multi-view up to four screens at oncemeaning lessons don’t have to slow down.

Keeping pace with changes in the ever-evolving educational sector means institutions are constantly playing catch up, trying to deliver more engaging, inclusive and efficient learning environments.

AI-enhanced displays bolster what we’ve coined as the EduTech rule of three:

Engagement and accessibility

Dynamic learning spaces

Unified communications

From kiosks in reception areas that showcase automated updates to Cloud-based software solutions that make installing digital signage solutions a breeze, Samsung display solutions have prolific benefits across schools and campuses. Sleek, smart displays offer intuitive learning experiences, with access to intelligent education-specific apps tailored to user needs.

Just before class finishes, let’s pose a question - how does Midwich UK&I help support intelligent solutions for education? Midwich acts as the essential partner in navigating and implementing Samsung technologies effectively, delivering expert insights, technical support and comprehensive service offerings to help resellers and installers install integrated AV infrastructures and EduTech systems.

In summary, Samsung’s solutions reshape how students learn, and educators teach, building smarter classrooms and campuses today with Midwich.

Scan the QR code

to explore a virtual campus and see Samsung solutions in situ in the newly updated Samsung EduPortal. 1. 2. 3.

AI YOUR WORKSPACE

Shaping the New Era of Smarter, Safer Collaboration

The New Yealink Era: Where Cu ing-Edge AI Innovation Meets Commi ed Trust

Innovation in Action: Global Roadshows

As part of our global launch, Yealink brought “AI YOUR WORKSPACE” to life through the “INNOVATE FOR TRUST” Roadshow, connecting with partners across the UK, Germany, France, the Netherlands, and Sweden. These in-person events demonstrated how Yealink’s AI-powered solutions — from Microsoft Teams Rooms to ProAV — are transforming hybrid workspaces worldwide.

Empowering Every Workspace with AI

Yealink delivers a comprehensive portfolio that covers Android, Windows, ProAV, and personal collaboration — all upgraded with AI. From the MeetingBoard Pro, a Microsoft Teams–certified smart hub for modern meeting rooms, to the MVC series with intelligent multi-camera tracking, and the AV ONE solution simplifying ProAV deployments, Yealink empowers smarter collaboration at every scale.

Driven by Partnership, Built on Trust

Backed by a 10-year strategic partnership with Microsoft and supported by key ecosystem partners Intel and Qualcomm, Yealink builds solutions that are secure, scalable, and trusted by enterprises globally. With 55% of employees in R&D, over 100 AI engineers, and robust investment in sustainability — including FSC-certified packaging, GRS materials, and solar-powered manufacturing — Yealink is commi ed to building a safer, greener future.

Crack open the

WORLD OF MARKETING

Marketing and branding are fiercely competitive.

With social media affording more businesses visibility regardless of their budget, marketing teams work hard to catch the eye with impactful branding.

Branding must create trends, stick in people’s minds and make them come back for more. Eventually, branding should convert people into champions of a business’s services.

AV technologies broaden the modern marketing landscape by delivering all the interactivity, flexibility and data that marketers crave.

So, how are AV technologies transforming marketing?

Interactivity

No one wants to feel like they’re being marketed to – as humans, we want to engage with other people. We want marketing to feel like an open dialogue.

Interactive displays simulate that kind of engagement with AR-enhanced experiences or games and quizzes that build compelling brand narratives.

For example, in retail, using AR and app functionality, magic mirrors enable shoppers to virtually ‘try on’ outfits. This is ideal for making choices without the faff of hunting for clothes in your size.

We feel, as consumers, that businesses are generating solutions tailor-made (pun intended) for us. Integrations with mobile phones speak directly to current audiences, encouraging further engagement.

Analytics

There’s no marketing without the ability to measure impact. Any successful campaign needs to see where ROI comes in.

Smart, interactive AV panels track KPIs such as engagement and retention rates. For example, they can show how long someone interacts with a piece of content.

Beyond vanity metrics, AI can detect patterns and provide actionable insights to improve marketing efforts. Where is engagement dropping off? Where does the consumer get lost along the way? And how can efforts be honed to the target audience?

In hospitality marketing, these insights can lead to conversions through upselling and customisation.

Hotel guest accounts record preferences and suggest package deals or offer personalised resources on experiences guests might like - providing another meaningful opportunity for brand promotion.

Visual displays

This is where AV shines. It can market products by creating memorable, highly aesthetic visual displays.

Spanning true-to-life 4K animations on large format displays in boardrooms to 3D projection mapping and drone shows in events venues or sites of importance, AV can give branding staying power.

When we’re wowed by a display, our natural instinct is to share it - whether we tell our friends, post it on social media or even get creatively inspired. This increases brand awareness.

Immersive product showcases are a popular feature of cutting-edge tech marketing, with AV used to showcase prototypes alongside the latest models.

The strategic, brand and sales advantages of AV in marketing are vast, and this is just the tip of the iceberg, with video conferencing and workplace technologies already making waves.

From Mandalore to Dragonstone: redefining fantasy with virtual production FILMMAKING

Fantasy fans, rejoice. The second season of House of the Dragon takes audiences deeper into the world of Westeros by embracing the power of virtual production (VP) technology. Shot at the newly launched Warner Bros. V Stage in Leavesden, the series uses emerging technologies to bring Westeros to life like never before.

The production’s adoption of virtual production is the same foundational technology that first wowed the industry in Lucasfilm’s The Mandalorian, merging the flexibility of digital environments with the tangibility of live-action shooting.

Virtual production explained

Utilising massive LED wall backdrops, virtual production simulates real-world or fantastical environments in real time. These dynamic backdrops create the illusion of real-world locations, enabling filmmakers to craft stunning visuals while maintaining full control over every aspect of the environment from within the studio.

But there’s much more to it than impressive screens.

Virtual sets seamlessly integrate multiple technologies, including real-time game engine rendering, motion capture and advanced camera tracking. The resulting imagery displayed on the LED walls responds dynamically to the movement of the camera. The perspective naturally shifts, giving the actors and directors the spatial accuracy they need for immersive storytelling.

In other words, when the camera pans across Dragonstone or zooms in on a dragon mid-flight, the scene unfolds in a way that feels physically real both for the audience and the cast.

Fantastical settings

For House of the Dragon’s production team, this technology proved invaluable in recreating key locations from George R.R. Martin’s sprawling world. In season two, Rhaenyra's stronghold of Dragonstone and the eerie, ruined halls of Harrenhal, where Daemon’s arc intensifies, are all brought vividly to life inside the V Stage.

Lead actors Matt Smith and Emma D’Arcy weren’t simply reacting to green screens and tennis balls on sticks - they could look up and see their dragons, Caraxes and Syrax looming overhead. Creating this immersive realism during filming helps actors offer a more grounded and emotionally connected portrayal, something that can be lost in traditional VFX-heavy filmmaking.

Stopping the sun

Actor Rhys Ifans who plays the Hand of the King, Otto Hightower, summed it up perfectly:

“For a director, it’s really useful in the sense that you could freeze a sunset.”

One of the most practical and powerful aspects of virtual production is its ability to halt time. On a traditional shoot, there is only a very brief window per day in which directors can catch the perfect golden-hour lighting. With LED-projected sets, filmmakers can now pause the sun and perfect the shot without racing against nature.

This control eliminates multiple production headaches: unpredictable weather delays, shifting light, the logistical nightmare of night shoots and costly alterations in post. Traditionally, even if a scene had been shot at the right time, CGI teams would still need to painstakingly add fantastical elements like the 500ft dragon, Vhagar. Now, those dragons can be present and interacting in the scene during the shoot.

The next era of fantasy filmmaking

A striking point about the uptake of VP is the cost and carbon savings once these LED installations are in place. Unlike its predecessor, Game of Thrones, which filmed across Northern Ireland, Croatia, Iceland, Spain and Morocco, large amounts of House of the Dragon production were able to take place in Leavesden.

As more productions adopt virtual production filmmaking, this could lead to fewer long-haul flights and less hassle location scouting or dealing with harsh climatesjust pure, controlled creativity.

As House of the Dragon pushes the limits of virtual production, a broader shift in how stories are told is taking place at scale. What began with The Mandalorian has become a game-changing technique for television and filmmaking. House of the Dragon proves that even the most mythical of worlds can feel astonishingly real when grounded in the right technology.

Westeros has never been closer.

Broadening horizons for UK commercial DRONES

Imagine a technology capable of making vital deliveries, conducting remote surveillance and completing infrastructure surveying. Now, picture a drone.

Drone technology is uniquely versatile with features suited to multiple applications. Brands like DJI Enterprise, a global leader in drone technology, set the benchmark for innovation, elevating industries worldwide by offering solutions that deliver timely information and resources.

Drones are crucially placed to transform how we approach public services - and the UK government is eager to take advantage of this opportunity.

£20 Million in government funding

On the 1st April, the UK Aviation Minister confirmed over £20 million funding to launch new flight technologies1. Part of the government’s Plan for Change, these drones will support key areas including healthcare, law enforcement and delivery. In practice, this could mean delivering blood or pathology samples for the NHS or switching from helicopters to uncrewed aircraft systems (UAS) and drone-in-a-box technology in the aerial police force2. The proposed investment marks an exciting new chapter in commercial drone use, spearheading more efficient, cost-effective and sustainable public services.

DJI Enterprise offers drone solutions for a myriad of verticals. Its latest offering, the DJI Dock 3 equipped with Matrice 4D

or Matrice 4TD drones, demonstrates remarkable all-weather flight performance, with heat, cold and wind resistance and an IP55/IP56 rating. For the first time, it also supports vehicle-mounted deployment

To put this into context - during urgent operations and longdistance inspections, drones can seamlessly take flight from the back of a vehicle, enabling more efficient dispatch. In natural disaster relief, the elements are no issue and drone flights continue without a hitch.

Ensuring regulatory compliance is an integral consideration for the UK government. Solutions such as DJI Enterprise’s FlightHub 2 platform are ISO/IEC 27001 certified to uphold secure and compliant data processing - accelerating drone adoption and innovation while protecting public sector data.

£720m

It’s predicted that drones could generate up to £720 million between 2027 and 2035 in cost savings for the UK public sector3. The proposed commercial drone investment is a strategic step in the right direction, set to increase organisational efficiency and promote economic growth.

Circularity in tech with Fin d out more!

In today’s tech industry, sustainability isn’t just a buzzword. It’s a necessity. At Midwich UK&I, sustainability and recycling are at the forefront of business initiatives and Protect+ is playing a vital role in strengthening that commitment.

Conscious support

As part of Plus+, a suite of complementary services designed to help reseller partners boost efficiency and deliver greater value, Protect+ goes beyond traditional warranty offerings. It serves as a powerful sustainability tool, enabling partners to offer greener, more circular solutions to their customers. Protect+ ensures minimal downtime by offering next business day advanced replacement of faulty hardware, but the environmental benefit lies in what happens behind the scenes. This Plus+ service creates new opportunities for partners to align with sustainable practices while enhancing their service offerings.

Building a circular tech loop

Faulty devices are collected through a streamlined reverse logistics system, then assessed and where possible, repaired at authorised local service centres. These refurbished devices are reintroduced into the system as part of the Protect+ gold stock, ensuring maximum hardware utilisation and minimal waste.

This approach is transformative. When devices are beyond economical repair, they’re responsibly disposed of via certified Waste from Electrical and Electronic Equipment (WEEE) providers, with materials recycled for future manufacturing, further contributing to a closed-loop tech lifecycle.

Giving tech a second life

Protect+ also supports the reuse economy by offering previously used devices for resale at fair market value once warranty contracts expire. This gives AV resellers and integrators an additional opportunity to provide cost-effective, sustainable options to their customers while helping reduce e-waste across the board.

Replacement products, issued when a device fails, form an essential part of a circular economy where we can ensure client uptime while sustainably recovering a faulty device. These devices are either fixed, sold or ethically recycled.

Jon Dew-Stanley, Group Services Director (Midwich Group)

Enabling partners to go greener

By embedding this circular process at the core of its service offering, Protect+ contributes to the wider sustainability effort, not only for Midwich but also for the reseller network. This model unites environmental responsibility, business efficiency and service excellence, empowering partners to lead on sustainability while maintaining high-value support.

With rapid expansion across the Midwich Group, Protect+ is poised to become a cornerstone of sustainable AV support globally, helping partners deliver smart, sustainable solutions that align with eco-conscious goals.

Pioneering VIDEO FIRE DETECTION

technology with Ciqurix

In industrial spaces, storage and waste facilities, and other environments with extreme conditions, traditional fire detection methods are put under strain. Your standard fire alarms can’t always detect fires efficiently in these circumstances.

A fresh approach to fire detection is needed to address these challenges: video fire detection technology.

A gap in the market

Shortcomings with traditional fire detection offer opportunities for video fire detection technology.

Improving safety standards across commercial and industrial sectors is a key driver for market growth. This includes industrial areas, damp or wet environments and outdoor areas such as waste management plants.

The risk of fires in the waste stream is well-documented in the latter, with highly flammable materials processed on-site increasing the likelihood of a fire escalating.

Increased risk creates new challenges - fire detection devices must cover large areas and avoid false alarms from dust or high temperatures in these environments.

New methods emerging

A global leader in the video fire detection space, Ciqurix’s solutions are designed to detect fire in challenging environments where traditional heat or smoke detection is ineffective.

Ciqurix CORE, its flagship product, offers a revolutionary

system using infrared and video analytics to detect fire with unprecedented accuracy and range.

Rather than looking for the by-products of a fire, like heat or smoke, it processes visual and infrared images simultaneously, using analytics to identify the presence of a flame. These detectors look for colour, brightness, shape, flicker and movement - all over time.

When enough of these elements are present, a fire event is declared and actioned. This offers users a more precise, effective fire detection method, minimising the number of false alarms. With deep learning offering new avenues for growth, the future is bright for video fire detection technology, providing vital protection where it’s needed most.

Quicker response, wider adoption

More sophisticated systems that deliver greater accuracy and quicker response times are critical to preventing catastrophic events in sectors from culture and tourism to energy.

Ciqurix video flame detectors can recognise a fire at its inception and immediately raise the alarm. The system will rapidly detect fire almost anywhere, unaffected by dust, dirt, fumes, moisture, light levels or temperature.

Returning to CORE, compliance with existing fire safety systems and standards is made simple. This system is designed for compliance with BS5839-1 (UK fire standard), uses fire-rated cabling and can operate from its internal battery supply for over 24 hours during power failure.

With deep learning offering new avenues for growth, the future is bright for video fire detection technology, providing vital protection where it’s needed most.

When AV watches back: AI, surveillance and the ethics of DISTRIBUTION

Be the trusted guide, not the middleman

As AI technologies gain ground in pro AV, from facial recognition to behavioural analytics, new opportunities are emerging, but so are complex ethical and legal questions. For distributors, understanding the risks, as well as the potential, has quickly become essential.

Know what’s legal, not just what’s possible

Many AV solutions now come equipped with AI-driven features that exceed basic automation. Technologies like Herta Security1 and BriefCam2 can identify individuals using facial recognition, often integrated into access control or surveillance systems. Tools such as Density.io3 and Quividi4 analyse foot traffic, generating heatmaps and occupancy insights, while platforms like Realeyes5 track audience reactions by interpreting facial expressions, attention span and emotional engagement.

But collecting and processing biometric data comes with strict legal obligations under GDPR and other data protection laws6

Distributors must ensure that the products they supply comply with regional privacy frameworks and that data collection is transparent and consensual. Simply put, if your AV solution ‘sees’ people, you need to understand what that means legally.

Tech that raises eyebrows

Facial recognition in digital signage. Emotion tracking in meeting rooms. Heatmaps in educational spaces. These tools are impressive, but they sit in ethically grey areas.

Critics of this tech argue that it normalises surveillance and reinforces biases that we know are already ingrained in training data7. Distributors need to be aware of these controversies, not just for compliance reasons, but to maintain trust with resellers and end users.

Just because a product can do something doesn’t mean it should.

Distributors are uniquely positioned to shape how AI is deployed in AV. That means vetting vendors carefully and asking the right questions about data handling. This gives distributors the tools to equip integrators and resellers with clear guidance.

Some great advice for distributors of AI-driven AV tech:

Providing transparency documentation.

Encouraging informed consent signage.

Championing solutions that build privacy in by design.

A new kind of responsibility

In the age of AI, distributing AV tech entails more than logistical challenges. It carries ethical weight. Today’s distributors must walk the line between enabling progress and ensuring that we don’t quietly rewrite the boundaries of privacy now that our systems are always watching.

Navigating the evolving landscape of 2025

AV OVER IP PROTOCOLS

As demand for flexible, scalable and cost-effective AV distribution continues to surge, AV over IP (AVoIP) has cemented itself as more than a trend - it’s now a defining architecture in modern audio visual system design. Whether for corporate environments, higher education, live events or command and control, integrators are increasingly turning to network-based solutions to meet client demands for low-latency performance, simplified infrastructure and long-term adaptability.

Yet, with a rapidly diversifying range of protocols and solutions on the market, many integrators are shifting focus from a ‘one-size-fits-all’ AV over IP standard to curated systems based on specific applications.

The rise of pragmatic protocols

Jenny Hicks Head of Market Intelligence

A key trend in 2025 is the nuanced use of different compression and transport protocols to match the performance requirements of individual zones or endpoints within a broader system. For example:

JPEG2000

• JPEG2000 (JP2K) remains a strong choice for applications requiring visually lossless quality and manageable bandwidth, particularly in environments where minimal latency isn’t critical, such as digital signage or broadcast contribution systems.

H.265 SDVoE

• H.265 (HEVC) continues to gain ground as a bandwidth-efficient codec that delivers high video quality at lower bitrates than H.264, making it a compelling choice for large-scale deployments over standard 1Gb networks where wireless or WAN delivery is in play.

• SDVoE (Software Defined Video over Ethernet) dominates the high-performance end of the market, offering zero-frame latency, uncompressed 4K60 4:4:4 video and comprehensive control integration. While SDVoE demands a 10Gb network infrastructure, its plug-and-play functionality and rich API support adoption in premium installations where quality and responsiveness are non-negotiable.

From protocol wars to ecosystem thinking

What’s changing is not just the technology, but the mindset. Integrators no longer strive to ‘win’ the AVoIP protocol battle. Instead, they’re designing systems where integration, resilience and multi-vendor ecosystems matter more than rigid standardisation.

Brands like Visionary Solutions have carved out a strong position by offering JPEG2000 and Dante audio encoders and decoders with solid Q-SYS integration and simplified deployment tools, enabling system designers to mix and match stream types based on real-world needs. It has focussed on reliability with fanless hardware and sustainability gains. This brand was already present in the IP space with a comprehensive IPTV offering before developing its AV over IP ranges, supporting the market shift from HDBaseT to networked based solutions.

Kramer has continued to evolve its AVoIP offering with the KDS series, supporting 4K60 over 1Gb networks with robust management capabilities, making it a flexible choice for both education and enterprise markets.

ZeeVee, a longstanding champion of AVoIP innovation, has doubled down on SDVoE for high-performance applications, offering a wide array of encoder/decoder models and management tools designed to simplify AV network deployment - critical as systems scale across multiple rooms and buildings.

Atlona, a division of Hall Research, has strategically diversified its AVoIP portfolio to include both visually lossless and compressed transport technologies. Its OmniStream platform enables integrators to build systems that scale from small conference rooms to campus-wide deployments.

The role of network design and IT collaboration

As AV systems increasingly ride on shared IT infrastructure, integrators are also becoming network-savvy, focusing more on switch configuration, QoS settings, multicast routing and VLAN segmentation. This move facilitates closer collaboration between AV integrators and IT departmentsin many cases, requiring integrators to invest in staff training and certification to stay competitive.

We’re also seeing a greater push toward remote management and diagnostics, with manufacturers building more advanced monitoring and analytics tools into their platforms, making it easier to support distributed systems without constant on-site intervention.

What’s next?

Looking ahead, AVoIP will continue to evolve beyond transport protocols into a layered ecosystem of video, control and data integration. The rise of open APIs, configurable workflows and modular hardware will define success for integrators who can create tailored experiences for clients without being boxed in by proprietary limitations.

In a landscape where the protocols of yesterday are still very much part of the present, and tomorrow’s challenges demand adaptable solutions, one thing is clear: AVoIP is not about chasing the newest acronym - it’s about architecting for performance, scale and long-term value.

A guide to creating AI workplaces with Microsoft Copilot FUTURE-READY

What does having a ‘future-ready workplace’ really mean? At its core, being ‘future-ready’ means that businesses must be both aware of past and present challenges and simultaneously, constantly innovating, paving the way for organisational success.

Microsoft and Midwich are pioneers in delivering AI-enhanced connected workplace solutions that power collaboration.

To accelerate workplace developments and transform how we work, we must consider the current moment. We should use trends to predict the direction modern workplaces are moving in or what challenges may arise - which AI tools are excellent at.

Microsoft Copilot is the essential AI assistant for work, so in this article, we guide you through the ways it forges a path for digital-first, future-ready AI workplaces, using insights from the Microsoft Converged Communications Partner Technical Bootcamp.

Make smooth hybrid meetings top billing

Sorry, traditionalists - if there’s one thing we’ve all learned in a post-COVID world, hybrid working is going nowhere. In the UK alone, more than a quarter of working adults were hybrid working in autumn 2024.

The good news is Midwich UK&I presents the largest portfolio of Microsoft Teams Rooms (MTR)-certified devices under one roof, helping businesses facilitate more efficient hybrid

meetings. With the new Microsoft Places Proof of Value Kit, the hybrid workplace setup is smoother than ever. It’s designed to simplify onboarding and help organisations unlock the full potential of Microsoft Places.

From making brainstorms smarter to following up with meeting actions, Microsoft Copilot is the easiest tool to help businesses embrace hybrid working and boost productivity. Once you have it, you rarely turn back - 77% of Copilot for Microsoft 364 users said that once they started using it, they didn’t want to give it up.

Drive productivity gains

Ever found yourself facing a mountain of work without end and wondering how it got like this? You’re not alone - recent studies show 53% of leaders want productivity to increase, but 80% of the global workforce, including the leaders themselves, say they lack the time or energy to do their work.

Future-ready workplaces prioritise intelligent working to help plug the capacity gap. Voice enrolment and certified intelligent speakers are now essential to enabling Copilot in Microsoft Teams Rooms, leading to:

✔ Sharper transcriptions

✔ Richer summaries

✔ More productive meetings

Integrating AI into existing workflows, like getting the most out of meetings, is essential for freeing up workloads and amplifying business performance.

Spearhead seamless business management

The demand for increased flexibility is particularly present in business management. It’s important to remain agile and flexible to market conditions, so being future-ready in this sense entails an approach that works with employees, not against them.

The latest updates for Microsoft Copilot include advanced approvals in agent flows. In layman’s terms, organisations can now create multi-stage processes with decision-makers at each point. It’s possible to build in conditions, allowing workflows to automatically adapt based on outcomes, criteria or business rules and make complex approval chains infinitely more robust.

Plus, meeting business objectives has been made more straightforward. Thanks to the ROI analysis of Copilot Studio agents with the Viva Insights integration, users can now access aggregated usage trends and impact analysis for agents across the company, tracking adoption and usage over time.

The Teams Rooms Pro Management Portal has introduced a host of powerful new capabilities, including:

• AI-powered automated updates with Zero Day support

• Smarter planning and inventory tools

• Real-time device health signals for Android

• Shared space usage insights

• Facilitator Agent to support Copilot configuration in Teams Rooms

Bring on the future

With Midwich and Microsoft Copilot, forward-thinking ways to meet workplace demands are emerging. Improving how we work is fundamentally changing the way we live, offering employees time for life outside of work, too.

Visit the MTR Hub to find out more!

Living the

L.E.DREAM

Not too long ago, a 40” screen was unthinkable for most of us – unfathomably expensive and ostentatious beyond belief. The rise of plasma and, slightly later, LCD screens changed our relationship with size. Suddenly, bigger really did seem to be better. But, of course, there are limits to all things, and 100” appeared to be (for very practical reasons) about where we could stretch to without tiling. Then LED came along…

You’ll find LED technology pretty much everywhere today –your car’s headlights and the small bulb that lights up when you turn on your kettle. They are even what creates the light source for LCD screens. Creating a complete image out of these single points of light, however, is what has been a true game-changer.

If you were to look at an LED screen such as the LG Magnit up close, you would see a series of incredibly small dots across the almost pitch-perfect black of the screen before you started it up. These are all individual LEDs which, when combined in their millions, create the spectacular image we have come to associate with LED screen technology. By removing the need for the light to pass through an LCD layer, the light comes directly to our eyes from the source itself. This creates a direct brightness that truly has to be seen to be believed. Put this against an almost perfectly black background, and you have contrast which makes every image pop and come to life.

What makes the LG Magnit range stand out is not only its MicroLED technology, but the extreme lengths LG have gone to in order to create a screen with such stunning picture quality. From the signature LG Surface Treatment which enhances white uniformity, to their AI-powered Alpha 9 processor, LG have left no stone unturned in creating a screen which can deliver on its promises.

Furthermore, LED has never been easier to install. Coming in both 136” and 163” sizes, LG’s LAAA Magnit range is available as an all-in-one solution. This allows integrators the ease of all the components they need to get a fixed-size LED screen installed, coming as a single package. What’s more, PSCo have teamed up with LG to offer an install package to complement the Magnit AIO screen, leading to an even simpler install process no matter how many jobs an integrator might be juggling at one time.

The LG Magnit is a true revolution in technology and image quality. To organise a demo at our showroom, get in touch with me at gregory.madge@midwich.com. Life’s good.

your fast-track to perfect LED

Unveiled at ISE 2025, Pixel IQ turned hours of technical research into a five-minute task and proved an instant hit on the Midwich Group stand. It helps you explore, compare and configure the ideal LED display for any project - faster and more easily than ever before.

One configurator. Every solution

Why jump between manufacturer tools when one platform does it all? Pixel IQ brings together everything you need to configure and compare LED display solutions - across multiple brands, formats and technologies - in one intelligent, streamlined tool.

Why Pixel IQ stands out

Traditional LED configurators only let you build one screen at a time, with no easy way to compare alternatives or make edits on the fly. Each vendor’s output looks different, and you’re stuck restarting from scratch for every change.

Pixel IQ changes that

It compares like-for-like across multiple leading LED brands, including Samsung, LG, Sony, Sharp/NEC, Absen and more - crunching technical data like pixel pitch, cabinet size, brightness, power consumption, LED processing, warranty and pricing in the background.

Just enter your preferred screen size or resolution and receive a ranked shortlist of compatible options - each with

fully scoped accessories, services and itemised pricing. You can build multiple configurations, compare them side by side in real time and save everything for later.

Pixel IQ is powered by PSCo’s LED experts, combining intelligent automation with years of technical experienceso you’re never on your own.

Time saved; value gained

• Slash design time from days to minutes

• Instantly compare leading LED brands side by side across multiple specs

• Filter by resolution, pixel pitch, aspect ratio and screen dimensions

• Configure fixed-size all-in-one displays or modular qLED to fit any size or space

• Benchmark specification and total cost of ownership across vendors

• Auto-generate power/data wiring diagrams, CAD drawings and itemised quotations

• Compare power use and heat generation to find the most efficient, lowest-carbon solution

The great thing about LED displays is the huge range of options to meet your needs but finding the right one can be difficult. Pixel IQ solves that. It brings together expert-built solutions from trusted brands, so choice becomes your superpower. You can quickly compare options and confidently select the perfect display - knowing every solution is technically validated and will work the first time.”

Liam Winter, Head of LED, Midwich and PSCo

• Integrated with PSCo’s trade-only manufacturer-accredited services for installation and post-sale support

• Consistent format - no more juggling outputs from different websites

Start configuring today

Pixel IQ replaces every other configurator.

It brings together multiple brands, smarter comparisons and full technical scoping in one destination. No more switching tools, re-entering data or decoding inconsistent outputs.

Configure it. Done.

Wall-to-wall impact: how LED walls are lighting up corporate

-NICATION COMMU

Visual branding shapes how customers perceive a business and helps it stand out in a crowded market. A compelling, cohesive visual identity builds trust and recognition. When done well, it fosters deeper engagement and loyalty with audiences, ultimately influencing purchasing decisions.

Once synonymous with auditoriums and arenas, LED walls today play a transformative role in corporate environments, offering unmatched flexibility, scale and visual impact compared to traditional screens.

To engage

LED walls in lobbies and reception spaces are striking, multifunctional focal points that enhance external branding to create memorable visitor experiences.

Beauty brand Shiseido’s Global Innovation Centre in Japan features a Sony Crystal LED wall1, which blends art and technology to make a brand statement. Measuring 63.32” x 17.72” with 16K x 4K resolution, the bezel-less supersize display creates a bright, high-contrast immersive experience for visitors to the flagship Yokohama research and visitor centre.

To inform

Inside boardrooms, LED walls support dynamic presentations and seamless video conferencing. Their ultra-high-resolution visuals and scalability make them ideal for sharing detailed content without compromising clarity.

Without bezels to get in the way, the seamless construction of LED walls makes them the ideal solution for sharing financial dashboards, product renders and plans.

Plus, with wall-to-wall LED, the screen is large enough to clearly see remote meeting participants alongside the content being presented, leading to more engaging and effective virtual interactions.

To inspire

In shared spaces, companies leverage LED displays to foster connectivity and culture. The mixed-use development known as the QUAD in Dallas showcases digital art on an innovative three-sided LED videowall2, transforming a common area into an evolving narrative space.

Similarly, in media production, corporate use of LED walls is pushing boundaries. Amazon Studios’ virtual production stage, featuring the largest LED wall in the US3 illustrates how immersive, high-tech environments are key to storytelling.

From branding to boardrooms, LED walls reinvent how corporations communicate, turning blank walls into brilliant opportunities for connection and innovation.

A call for higher-quality

IMMERSIVE EXPERIENCES

Passive media and performances have largely stagnated in favour of immersive experiences. But, as the experience economy grows, so do audience expectations.

It’s not enough to introduce an interactive screen and call it a day. Audiences want more.

According to Gensler’s 2025 Immersive Entertainment & Culture Industry Report, 73% of surveyed audience members were willing to travel to experiences that piqued their interest1 - and those who travelled frequently would pay more for immersive experiences, assuming they’re high-quality.

Audiences demand a high level of interactivity, using effective experiential design to suspend viewer disbelief.

American Kennel Club’s Museum of the Dog does this well. It employs interactive digital displays and mobile-enabled functionality to engage visitors of all ages.

Tourists can train a virtual puppy by playing fetch, petting the pup and repeating commands and the display contents react to your voice and movements. An app enables child-friendly AR experiences and provides more information on the artworks on display.

The key here is the widespread appeal and the thoughtful inclusion of interactivity. Visitors feel they’re training the dogs themselves and can browse their favourite breeds; kids play and learn with the AR virtual guide dog named Arty. This sparks the joy of having a pet in visitors, young and old.

When the audience is included in the story, an emotional connection is made. In the aforementioned report, respondents cited poor quality and lack of depth as their least favourite aspects of immersive experiences2

AR and MR effects, motion-tracking technology and AI-enhanced animation are powerful tools for creating high-impact immersive experiences, but they’re no use if a compelling story isn’t being told.

While immersive experiences have a certain cultural cachet, in the age of the immersive, businesses must avoid jumping on the bandwagon. Instead, they must design unique, engaging and purpose-built experiences to stay ahead.

1. gensler.com/gri/immersive-industry-report-2025 | 2. gensler.com/gri/immersive-industry-report-2025

LIVE Q&A

with Steve Fay, Director of Live Technology

Live is a new division dedicated entirely to the live-events industry. We sat down with Director of Live Technology, Steve Fay, to explore what’s behind the move, what makes Live different and why now is the right time to rethink the role of distribution in this vibrant, fast-paced market.

Live is described as ‘a new chapter’, dedicated entirely to the live-events industry. What tipped the balance from being a portfolio of brands to creating a standalone division?

It became increasingly clear - especially through our work in the UK lighting and rental markets - that live event is a world of its own. It moves differently, thinks differently, and demands a unique approach. We realised that to truly support our partners in this space, we needed to meet them on their terms. That meant building a dedicated division with the right mix of commercial agility, technical expertise and, crucially, people who understand the pressures and possibilities of live. It’s about speaking the same language - and meaning it.

What was the moment you realised the industry needed a new kind of partner?

We took a step back last year and spoke to a number of key customers. The same themes kept coming up: ease of doing business, product knowledge and flexibility. When we looked at what was already out there, we saw that many distributors do a great job, but they tend to focus on just one slice of the live events pie. That often leaves customers juggling multiple suppliers just to get a single project over the line. We felt there was a real opportunity to create something different: a partner that could bring together world-class brands across multiple technologies, offer true specialism and combine it all with the scale and strength to be flexible and creative.

Sound Technology, PSCo and Dry Hire

Lighting each have loyal followings. How did you decide those legacies could achieve more together under the Live banner?

It was important to us to protect what makes each brand valuable. PSCo and Dry Hire Lighting are staying true to their identities as specialist trade rental partners. They’re a vital part of the “Live” family but continue to operate in their own distinct spaces. As for Sound Technology, the change to Live Technology reflects the natural evolution of the business - it’s grown into something bigger than just sound. With the opportunity to bring more vendor partners together under one roof, we’re building on a strong foundation while creating something fresh and ambitious for the live events market.

Photography by Luke Dyson

The Applications Team grew from one engineer in 2004 to 5 specialists with 20+ years combined experience. Where do they add the most unseen value on a project?

They’re our best-kept secret! These are people who genuinely become an extension of our partners’ teams. Whether it’s designing systems, specifying kit, demoing tech on-site, troubleshooting or just being a trusted sounding board, they bring enormous value to every stage of a project. It’s part of what makes us more than just a product supplier - we’re a partner in the truest sense.

What are you most excited for about the launch of Live?

Honestly? The chance to get closer to the live events community. This industry is full of incredibly passionate, talented people, and we want to play an active role in helping it thrive - whether that’s through championing diversity, supporting education, backing emerging talent or just making our partners’ lives a bit easier. The past few years have been tough on live events. If we can help bring a bit more energy, collaboration and creativity back to the table, then we’re doing our job.

If we sit down again on launch day + 5 years, what headline would you love Connected Magazine to write about Live?

Live promised a lot and wow, they delivered!

Scan here to discover more about Live Technology today!

OUT OF LINE? OUT OF LINE?

The year that

tech

replaced Wimbledon line judges

Wimbledon is the oldest tennis tournament in the world and is widely considered the most prestigious. Deep-rooted in quintessential English tradition, celebrities and royals are often spotted in the stands of Centre Court. This year, one of the most iconic aspects of Wimbledon, the uniformed line judges kitted out in Ralph Lauren regalia, will be nowhere in sight.

Tradition vs technology

After 147 years, line judges disappeared from Wimbledon as the All England Lawn Tennis Club (AELTC) adopts fully electronic line calling (ELC) from 2025.

AELTC Club Chief Executive Sally Bolton said that the “responsibility to balance tradition and innovation at Wimbledon”1 was taken very seriously and after an extensive testing period, this move has been approved to strive for maximum accuracy in officiating.

While groundbreaking for Wimbledon, this decision has already been made at other Grand Slams, with the Australian Open eliminating human judges in 2021.

Hawk-Eye on the ball

Alongside a scalable audio distribution system, IPTV, LED screens and digital signage, Hawk-Eye technology has been a crucial part of the Wimbledon AV infrastructure since 2007. In addition to ensuring accurate decision-making, Hawk-Eye insights power data-driven graphics for use in post-match analysis to bring fans closer to the action.

Hawk-Eye Innovations aims to minimise human error in multiple professional sports. Its synchronised system enables capture and playback of video and audio for officials to review independently2, known in football as VAR and in cricket as DRS.

Ai-fuelled electronics system to replace line judges in over

matches in Wimbledon 2025!3

Making the call

Electronic line calling technology uses a network of high-speed cameras to produce an accurate 3D representation of the court and the ball’s trajectory.

Hawk-Eye tech has also been a resource for players to challenge human calls, which will become a redundant feature once the AI-fuelled electronic system replaces 300 line judges in over 600 matches3 in Wimbledon 2025.

However, traditionalists need not fear as chair umpires will still be present on-court despite the AI additions.

A changing game

This summer is not the first time the use of emerging technology at Wimbledon has made headlines. 2023 saw the use of new 5G GiveVision headsets, enabling visually impaired fans to enjoy the matches in a new way.

Last year’s tournament introduced the Catch Me Up feature on the Wimbledon app. App users can now access summaries on players, previous performance, key statistics and even match predictions, all created by generative AI from IBM’s natural language processing platform, watsonx™.

The use of generative AI helped scale the content on offer for fans, target different audiences and include longer-form daily wrap-ups and match reviews.

Advantage, AI

Used more widely in tennis tournaments over the pandemic to reduce the number of people present on the court, Hawk-Eye is here to stay. Only the clay-court French Open now relies on the human eye for calls.

Those in support of the AELTC decision feel that failure to accept technological advancements would put the world-famous tournament at risk of falling behind. As play commences on 30th June, all 18 Wimbledon courts will be equipped with ELC-enabled tech.

For Wimbledon enthusiasts, it’s time to enjoy your strawberries and cream with a side of AI.

Turn up the retail experience with

AUDIO ZONING

As online shopping continues to define consumer habits, brick-and-mortar retailers are pushed to innovate. The in-store experience is no longer just about products, it’s about creating an immersive environment that entices shoppers to linger, engage and return.

Enter audio zoning, a powerful tool that’s transforming retail outings into memorable experiences designed to connect with customers on a deeper level.

What is audio zoning?

Audio zoning is the practice of dividing a retail space into different sound zones, each with tailored audio content. This could mean upbeat music on the main sales floor, soothing tones in changing rooms or promotional audio in specific product areas. Each zone can play its own audio track and volume level, tailored to specific goals and easily managed from a centralised system.

Cut the cables

Traditionally, managing multiple audio zones required extensive cabling and hardware. Now, with AVoIP, retailers can distribute audio content over a standard IP network, significantly reducing infrastructure complexity.

AVoIP allows for seamless integration of various media sources, remote control and real-time content updates across all zones. It's cost-effective, scalable and ideal for large or multi-level stores.

Sound without the spill

Directional speakers are another game-changing technology in audio zoning. These advanced speakers create focused beams of sound, aiming audio towards specific areas without bleeding into others. A customer standing in front of a promotional display might hear a product pitch clearly while just a few feet away, another shopper hears ambient music. It’s the precise, immersive audio equivalent of a spotlight.

Retailers today are not just selling products. They’re selling experiences. Audio zoning, powered by AVoIP and enhanced with directional speakers, fine-tunes those experiences to drive emotion, behaviour and ultimately, revenue.

Luxury soundscapes

Retailers increasingly use sound to create atmosphere and shape shopper behaviour. A well-zoned sound system can encourage longer visits, increase time spent in high-margin areas and align the audio experience with the brand's identity.

In partnership with MAV Music, iconic department store Harrods crafted a bespoke soundscape for the most exclusive part of the store, their personal shopper zone.

MAV created a soundtrack that was “luxurious yet accessible”1, designed to complement the premium experience and encourage customers to stay longer. Staff reported a noticeable improvement in atmosphere and customer satisfaction.

Audience targeting

Another standout example is ZARA on the UK high street. If you've walked into a ZARA lately, you’ve probably noticed the in-store playlist leans away from typical retail fare and into EDM, house and dance. Earlier in the year, this sound strategy went viral2, spawning TikTok trends like “Club ZARA” and “Went shopping, left with a playlist.”

This isn’t just a social media gimmick - it’s smart marketing. By carefully curating music that matches their brand and appeals to trend-savvy customers, ZARA turns shopping into an event. The sound makes customers feel seen and understood, which is exactly the kind of emotional engagement that fosters brand loyalty.

Audio strategy

Beyond ambience, audio zoning offers commercial benefits. Music is scientifically proven to affect the brain3 and produce different emotions.

Retailers that leverage this can influence consumer mood and buying decisions. For example, while slower tempos suit stores that want to encourage browsing and discovery, faster tempos increase energy and can drive impulse buys4.

Announcements or music in specific zones can support promotions or highlight new collections without disturbing the whole store. They simplify staff communication through central control and dedicated zones.

Final soundcheck

Retailers today are not just selling products. They’re selling experiences. Audio zoning, powered by AVoIP and enhanced with directional speakers, fine-tunes those experiences to drive emotion, behaviour and ultimately, revenue.

As competition from e-commerce strengthens, the stores that succeed will be the ones that sound as good as they look.

Accessibility comes first: assistive listening in the

PUBLIC SECTOR

Assistive listening is often overlooked by manufacturers, integrators and end users in the video conferencing market.

Most video conferencing bars on the market don’t even feature a reasonable output for an assistive listening solution. Some bars don’t feature an output at all and nearly all the ones that do will only provide the far end of a conference call; therefore, the D/deaf person will only hear one half of the conversation.

There are few video bars in the market with this output however, Midwich proudly distributes two that work right out of the box.

How is assistive listening currently legislated for meeting rooms, lecture halls and classrooms in the UK?

Building Regulations part M1 (2015): access and use of buildings other than dwellings.

BS 8300-1 & BS 8300-2 (2018): code of practice for the design of an accessible and inclusive built environment.

Equality Act (2010): requirement for public buildings to make reasonable adjustments to services.

So, how can audio setups facilitate assistive listening?

The end user must be put front and centre. While it’s possible to use ad-hoc portable induction loop systems for spaces with existing non-supportive systems in place, these don’t provide a good user experience. Installing these is often considered a tick-box exercise, ensuring the bare minimum level of compliance.

Generally, it’s best to get it right first time. This is where the dedicated Audio Team at Midwich can help, supporting the design of an integrated audio conferencing and assistive listening solution to ensure not only compliancy, but an impressive system for all end-users.

If there is a professional audio system with a Digital Signal Processor (DSP) deployed within the meeting space, it’s quite easy to adjust an output for an assistive listening solution.

But what options are available?

There are four types of assistive listening systems that can be deployed in this environment, each of which have their own pros and cons:

Induction loop Infrared Bluetooth (Auracast) Audio over Wi-Fi

Cost-effective

Pros

Simple end-user interfacing

Discreet

Cons Metal loss

Under-floor installation

Induction loops have long been seen as the industry standard for assistive listening.

Cost-effective

Light loss Indiscreet

End user must ask for receiver

However, ad hoc systems have been designed for use where it’s not possible to install an induction loop - whether due to immovable flooring or extensive metal. These ad-hoc system work on either a transmission or receiver basis over infrared, Wi-Fi or Bluetooth.

• Infrared is cheap, but it isn’t discreet and struggles in bright spaces with sunlight.

• Wi-Fi is comparably expensive and can be difficult for IT departments to allow it across a network.

• Bluetooth is the future and is being implemented into all newly produced hearing aids at a reasonable price.

Browse Midwich assistive listening solutions:

Discreet

Simple end-user interfacing

Futureproof technology

End user may have to ask for receiver

Discreet

Two-way communication

Premium cost

Latency can be noticeable

End user may have to ask for receiver

The need for considered assistive listening integration is ever-increasing. Between 2024-2025, the Midwich Audio division has seen an 88% growth in the distribution of assistive listening products. We aim to promote the universal adoption of assistive listening solutions in the public sector, enabling industry-wide accessibility.

For general advice or a bespoke system design, please don’t hesitate to contact the Midwich Audio team: audio@midwich.com, 0161 868 1240

Boost patient

WELLBEING

with AV: a holistic approach

From reducing stress to creating a home away from home, AV technologies have a significant impact on emotional wellbeing in healthcare organisations. Advanced features help provide welcome calm in situations that can feel out of a patient’s control.

Room controls

A patient’s surroundings can be a huge contributor to their mental health, which is why art is a common and powerful feature in mental health wards.

For an extended hospital stay, commercial TVs help restore a sense of normalcy. Additionally, AV smart room controls enable patients to personalise their immediate environment.

A 2024 Nuffield Trust survey shows that only one in five people are satisfied with the way the NHS runs1 This is the lowest recorded satisfaction level since 1983.

AV technology offers a way forward. With clearer signposting, remote appointments and improved access to information, AV can help restore patient confidence, elevating their emotional wellbeing.

Digital signage

Installing digital signage helps reduce patient stress and frustrations. This can be as simple as implementing digital maps guiding visitors to different wards, creating a calmer and more navigable environment.

Signage also enhances interactions with healthcare professionals by displaying educational videos, real-time wait times and public health announcements.

Providing information on surgical procedures and diagnoses not only helps relieve patients’ worries, but also empowers them with knowledge and helps destigmatise their health struggles.

Video conferencing

With a connected AV system in place, healthcare professionals can conduct patient consultations remotely.

Using video conferencing technology, such as all-in-one video bars, widens access to specialist care with telehealth capabilities. People in remote locations or with limited mobility can connect virtually with specialists without needing to travel, leading to quicker resolutions and higher overall quality of care.

Simply being able to change the TV channel, the room temperature or lighting gives patients back their agency and reduces discomfort.

Although it cannot replace human interaction, AV technology is an integral tool for improving patient wellbeing.

Tech Xpo returns to Ascot Racecourse on Wednesday 22nd & Thursday 23rd October!

Whether you’re looking to stay ahead of market trends or discover solutions that meet your clients’ evolving needs, Tech Xpo is the place to be.

AI IN CONSUMER AV

innovation or illusion?

It’s impossible to ignore the “AI-powered” claims dominating today’s consumer AV headlines. From TVs that adjust their own settings to headphones promising studio-grade noise cancellation, AI is increasingly the selling point. But as the AV landscape continues to evolve, the question becomes clear: is AI truly delivering smarter experiences, or is this just a new marketing spin? The short answer? It’s both.

AI is absolutely improving AV performance. Smart TVs now analyse on-screen content and automatically optimise colour and contrast. Soundbars can adjust audio scene-by-scene, resolving the long-standing issue of muffled dialogue. Premium headphones such as Sony’s WH-1000XM5 use AI-trained algorithms to adapt noise cancellation based on your environment, learning your daily patterns to fine-tune listening modes. In short, AI’s potential to simplify and personalise our AV setups is real.

Yet for every genuine advancement, there’s an equal measure of inflated claims. The term “AI” is being used so liberally in product descriptions that it’s started to lose meaning. Features like basic auto-brightness or digital EQ adjustments are increasingly rebranded as “AI modes,” even when the underlying tech hasn’t changed in years. This practice, known as “AI-washing,” is blurring the line between innovation and exaggeration - and consumers are noticing.

Research shows that highlighting AI too prominently in product marketing can backfire. Some consumers associate AI with invasiveness or unnecessary complexity, particularly in high-priced devices. For many, trust and transparency are as important as functionality. A smart speaker that listens more attentively might impress on paper, but if users don’t understand how it works or what data it collects, it could end up muted or boxed away.

This is where the AV industry must shift gears.

Transparency around what an AI feature actually does and what it doesn’t - is vital. Brands must communicate the purpose and value of AI-driven tools. Is your TV suggesting content based on viewing habits? Say so, and clarify how that data is used. Does your soundbar adapt audio in real-time? Show the benefit, not just the buzzword.

Ultimately, AI’s success in consumer AV hinges on consumer experience. If a device makes life easier, be it through clearer sound, better image quality or intuitive automation, users will embrace it. If it overpromises and underdelivers, it risks being dismissed as another passing trend.

The future of AI in AV isn’t about doing more.

It’s about doing better, with clarity, purpose and the user in mind. As the conversation matures, the most trusted brands will be those that balance breakthrough technology with honesty and simplicity.

collaboration for education and enterprise IMMERSIVE iiyama TE13A SERIES

Precision-performance interactive displays that promote collaboration are the cornerstone of modern corporate and education environments.

Unveiled in March this year, the TE13A SERIES displays are the next evolution in iiyama’s interactive display technology. These displays boast cutting-edge features to elevate education and enterprise spaces and support hybrid working and teaching. We expand on the features in more depth in this product review article.

Industry-leading integrations

The Google EDLA certification is highly sought in two sectors that value maintaining data security while preserving working flexibility. With this status, the TE13A SERIES enables a secure, app-rich experience for both educators and business leaders. It offers full access to the Google Play Store, Google Mobile Services and ongoing system protection via Google Play Protect.

“The TE13A SERIES marks another huge step forward in our IFP range offering to our customers in both corporate and education environments. We are proud to offer the most optimised abundance of software platform features for ease of set up, including Google EDLA, wireless sharing capability via iiShare and Device Management Systems through iiControl, and supreme installation capability with free wall mounts with each display.” – Lewis Clifford, Sales & Marketing Manager at iiyama International.

Complete ease of use

What makes the difference between a low and a high-quality interactive display? The key’s in the name - interactive. No one wants to be stuck waiting for a display to respond while their students or colleagues’ attentions drift. Luckily, the TE13A SERIES is designed for intuitive use. Powered by PureTouchIR+ technology, it delivers 40-point precision touch with

palm rejection and stylus recognition, ensuring precise touch responses for effortless interaction and annotation.

Plus, nobody’s left out of the loop due to poor sound. The built-in front-facing speakers with an integrated subwoofer deliver ultra-clear sound, ideal for conferencing, presentations and interactive applications.

Energy-conscious design

Education and enterprise businesses are under increasing pressure to meet sustainability targets and keep energy costs down. With the TE13A SERIES, that’s no issuePIR motion and ambient light sensors auto-adjust performance to enhance energy savings.

Control made simple

Appealing to both finance and IT teams, it’s easier than ever to control the TE13A SERIES with iiControl, the device management system with a simplified interface and real-time control features all from a unified platform. Tutors can also quickly log in and control the display with quick shortcut buttons and easy access USB-C ports with data and power delivery.

Packed with useful features, the TE13A SERIES is poised to create more seamless, engaging collaborations in education and enterprise scenarios.

HOLDAN Q&A

how to build a professional photography kit

We interviewed Marcus Swales, Senior Product Specialist at Holdan to discover what’s in his photography kit and his top tech recommendations.

Why is choosing the right tech so important?

I choose products that make my creative process easier and allow me to concentrate on taking the picture.

For example, many photographers start with no lighting setup. This often means you’re as close to a window as possible and using a reflector or a sheet of tin foil to reflect light - we’ve all been there.

In this scenario, you will likely achieve the shot after a lot of adjustments and time. However, a simple light and soft box could allow you to set up in a more suitable area and capture the image much quicker with fewer adjustments.

Certain photography gear enables me to create with minimal resistance so I can focus on capturing the image. And a great product will do just that.

What are the key components

of a professional photography kit?

Ideal components differ depending on the genre of photography. Personally, I feel there are some core pieces of kit we all need at some point, in addition to a camera and subject-appropriate lenses.

To quickly touch on lenses, a good mid-range zoom, such as a Samyang 24-70mm with a wide aperture, is ideal for most subjects. I am a prime lens user myself, so a nifty fifty (50mm lens) will always be a key component in my kit.

Next, spares. Spare batteries, memory cards, dust cloths and blowers are always a good idea.

A tripod with a strong enough head to support your camera body is needed for a range of categories of photography. SLIK tripods are an excellent, high-quality choice.

Lighting is a key component in photography, especially if you live in England where it’s a rarity. With setups becoming more affordable, reasonable lighting setups are within reach. If you’re on a budget, my advice is to use the available light paired with a reflector or two. These are also reasonably priced and will quickly become your best friend.

Now, these aren’t the most exciting products, but with practise, photographers soon learn the key pieces of kit needed for their genre and style

Discover more

Was there a project that taught you the importance of a certain tool or piece of equipment?

My background is product photography so something that made a big impact was using an on-camera monitor, available from brands like Atomos. These monitors helped me with everything, from composition and lighting to ensuring there were no dust spots or marks on the products shot.

What accessories would you choose to complement your kit?

Filters are a key accessory. Whether it’s a UV filter for protection or an ND filter for shooting in bright light, they help you achieve the perfect shot, reducing environmental limitations. And you can’t go wrong with Hoya filters, which provide great flexibility to photographers at all levels.

Also mentioned above is an on-camera monitor. Not only do these support my photography, but when shooting video, the larger screen and monitoring tools are particularly useful.

What are some of the latest trends transforming the photography space?

Film photography is a current trend, offering a nostalgic look both in the styling of the camera and the colours they capture.

Mobile phones have taken leaps and bounds in capturing photo and video. While this concerns some people, it only excites me as it makes creating more accessible. It acts as a gateway to people investing in more traditional photography gear.

AI is also creeping into the photography space. You can likely guess my opinion from the phrasing of that sentence, but that’s a much bigger conversation.

Absen KLCOB v2 MicroLED redefined

Experience next-generation visual performance with the Absen KLCOB v2, a cutting-edge MicroLED display engineered for exceptional clarity, durability and impact. Whether it’s high-end retail, corporate lobbies or mission-critical control rooms, the KLCOB v2 delivers an unmatched viewing experience.

Pin-sharp image quality

With pixel pitches starting from 0.7mm, the KLCOB v2 delivers ultra-fine detail and vibrant colours – even up close. Its advanced Flip-Chip-on-Board technology ensures consistent brightness, superior contrast and long-lasting performance.

Built for reliability

Sealed against dust and moisture, the KLCOB v2 is designed to thrive in demanding environments. Its robust surface technology offers greater impact resistance and easy cleaning, ensuring your investment keeps performing at its best.

Sleek, seamless design

A slim, lightweight profile and precision engineering allow for flawless wall integration. The result? A display that blends perfectly into its environment while delivering a show-stopping visual impact.

For more information, please contact your account manager.