How do you make a big deal of not very much?
In this month's blog we talk about the benefits and complexities of adopting a continuous improvement' mindset in a market that thrives on big announcements.
Evolution or revolution?
Change and progress can be found in two particular forms. The first of these is revolutionary. We've seen a few examples of this in the world of technology over the decades (and centuries); the lightbulb, the combustion engine, the microchip, the internet, the smartphone. Whilst they inevitably build on the science and progress of those that have gone before, they tend to represent something entirely new a leap forward that is not just profound in what is achieved, but in the paradigm shift it resultantly brings about.
And then on the other hand, you have incremental change. Incremental change will generally follow from revolutionary change, and gradually push the boundaries of what can be achieved with it. One easy example is the car we've been refining the combustion engine for decades, and only very recently thought to fundamentally re-approach how personal transport might work. The other clear example is the microchip: microchip evolution has really been a process of ongoing refinement and improvement over the years the fundamental concept has remained the same and it's only now we're starting to reach the physical limits of that refinement. In the meantime though, the result of that refinement process has been a modern-day product that is a million miles from where it once started, even though it's really not that different at all (how many of our readers were actually around to see the days when a computer filled a room?).
The thing is, we tend to view revolutionary change as the more meaningful' form of change, with incremental change languishing behind in terms of how beneficial and significant it is perceived to be. And this impacts the way technology is marketed to a massive degree. Look at the world of smartphones there have been only a few big leaps in what they can do and how they do it; ultimately, the changes have been very much incremental. Despite this though, each brand launches something brand-new and shiny every year, as if the product is an entirely revolutionary contribution to the market. It's an approach that plays on our desire for novelty, excitement and revolution'.
But the truth is, a journey of a thousand miles is made up of a million steps. And it doesn't always need to be undertaken with dramatic fanfare.
The Bridge Technologies Philosophy of Continuous Improvement
It's this philosophy we hold at Bridge Technologies. Take for example the VB330 (which covers wider broadcast network monitoring) and the VB440 (which operates centrally in the field of production) still maintain the same product names from when we launched them in 2012 and 2017 respectively.
But are they the same product as they were seventeen years ago? Not even close! Their capacity, performance, usability and functionality are all dramatically improved.
Sure, we add on new version numbers every so often just to keep track. But what we absolutely avoid is repackaging tiny changes in a brand new box and making grand product announcements. We just don't think it helps anybody we don't want to squeeze artificial purchases out of the market on the basis of smoke and mirrors, we want to ensure that we are constantly delivering the best product and service to our clients on an ongoing basis which is embedded in our commitment to provide ongoing version upgrades to our existing client base. We're not against revolutionary change when it's real. But in the meantime, we focus our daily efforts on continuous improvement of what we have (because what we have is actually just about as revolutionary now as it was all those years ago).
The progress our increments have brought
Some of our incremental' improvements are tangible enough for us to make a little bit of a fuss about it's not like we're entirely against announcing our efforts to the press and industry (you only need to look at our awards cabinet to know that we occasionally like to show-off our new developments). It's just that we don't repackage them in a whole new product every year or so, just so we have something exciting' to show.
These include some of our more recent developments, such as a revolutionary approach to HDR monitoring that can be undertaken even through a browser with only SDR output. Or alternatively, advanced audio monitoring capabilities which allow for browser-based stereo downmix monitoring of 7.1 audio formats, along with a remarkable range of data visualisation. Then there's the constant extension to format capabilities that we add on a regular basis; JPEG XS analysis, closed caption and packet analysis. Not to mention our constant mission to expand capacity with the VB330 having seen a ten-fold increase in the number of channels it can now handle.
And finally of course, there's the way we've developed our code to stretch and harmonise across embedded, appliance and software-based solutions providing maximum flexibility to our customers and the particular context of their operations.
These are all things we can announce' without the need to launch yet a new product. Other improvements though are ones you couldn't even put a name to but which have a fundamental impact on stability and user experience. Our remarkable development team invests their efforts on these elements on a day-by-day basis.
How to market the unremarkably remarkable?
But this all leads us to the question that we kicked off with: How do you make a big deal of not very much (even though actually, that not very much' is really pretty significant ). For a market that is geare
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
30/08/2025
WASHINGTON The Federal Communications Commission has adopted its FY 2025 Regulatory Fees Order that establishes the regulatory fee rates for the broadcast stati...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
How do you make a big deal of not very much?
