West Entertainment at IBC 2026 – Amsterdam
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West Entertainment is heading to Amsterdam this September for IBC 2026, one of the global media, entertainment, and technology industry’s leading events.
Taking place September 11–14, 2026, at RAI Amsterdam, IBC brings together industry leaders, technology innovators, content creators, broadcasters, platforms, and brands from around the world to explore the technologies, ideas, and business models shaping the future of media and entertainment.
Representing West Entertainment at this year’s event will be Anne Howard, Director of Programming, and Martin Cunnison, Strategic Sales Lead. With expertise spanning content programming, passenger experience, entertainment, technology, and strategic partnerships, Anne and Martin are looking forward to connecting with colleagues from across the global industry and exploring the conversations influencing what comes next!
What’s on the Agenda at IBC 2026
This year’s IBC Conference is centered around three core themes: Shifting Business Models, Transformative Tech, and People & Purpose. The program will explore some of the most significant changes taking place across media and entertainment today.
As the media and entertainment landscape continues to evolve, events like IBC provide an important opportunity to bring together perspectives from across the industry, discover new approaches, strengthen partnerships, and turn emerging ideas into practical solutions.
Anne and Martin are looking forward to meeting broadcasters, streaming platforms, technology partners, and businesses across travel and other sectors that serve large, engaged (and often captive) audiences. Because the next frontier isn’t simply recommending what to watch next, it’s understanding the audience well enough to intelligently recommend what to do, discover, or buy next!
That’s where WestDigital is heading: bringing together content, AI, and behavioral intelligence to create more personalized experiences for audiences, and transform Content to Commerce into a new source of value for the businesses serving them.
IBC Event Recap:
It was a great couple of days at IBC 2026, exploring what aviation can learn from the rapidly evolving streaming and OTT world.
One of the clearest takeaways was that personalization in streaming is no longer a differentiator, it is becoming an expectation. Platforms are increasingly using viewing, browsing, and behavioral signals to better understand audiences and improve content discovery.
For aviation, the opportunity is potentially much broader. It is not just about understanding what a passenger may want to watch next, but how passenger intelligence could help create a more relevant experience across the wider journey, from entertainment and discovery to retail, loyalty, and destination experiences.
IBC also highlighted the strength of the existing technology ecosystem and the opportunities to work alongside and integrate with partners across personalization, content discovery, metadata, and localization.
These conversations at IBC sparked some exciting and thoughtful insights to take forward as we continue developing WestIQ and our wider Content-to-Commerce vision!
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