2024 NAB Show Wrap Up: New Technologies and Products Shine Bright

By Mark Foley, Technology Editor, ProductionHUB

From cutting-edge technologies such as Adobe’s Generative AI to a plethora of innovative products, the 2024 NAB Show proved to be an incredibly bustling event from my perspective. Every participant, from exhibitors to attendees, infused the floor with palpable energy that was both visible and tangible. If you were fortunate enough to be present, I'm sure you can attest to the atmosphere.

However, if you couldn't make it, fret not, because we've got you covered. Our exclusive ProductionHUB TV videos, helmed by producer Bradford Hill, along with our esteemed ProductionHUB Awards of Excellence, ensured that we hit the ground running this year, delivering the very best from the show floor straight to you.

The Bigger Picture

Nothing says a NAB more than enthusiastic attendees and 2024 was no exception. With an announced attendance of more than 61,000, it was no surprise that the floor was busy with attendees trying to get up close to the newest offerings. There were also great speakers and important presentations on the future of production and the topics that matter right now such as Generative AI, remote production (REMI), along with migration from SDI to IP, and trends in production like working in the cloud.

NAB was brimming with a plethora of new and updated products to explore. I mean, almost overwhelmingly so, wouldn't you agree? But hey, if something caught your eye or captured your interest, don't hesitate to shoot me an email at mfoley@productionhub.com. I'm eager to hear all about the highlights from the show that ignited your inspiration and fueled your drive to embark on your next production endeavor. Without further ado, let's delve into a few standout products that truly caught our attention.

Zeiss Nano Primes

With a background in shooting sports and shows for a considerable period, I naturally gravitate towards products that can enhance visual appeal without breaking the bank. (Pardon the pun, couldn't resist.) That being said, one of my initial stops at the booth was to explore the Zeiss Nano Primes. Meeting with Jean-Marc Bouchut, he provided insights into these lenses. Fortunately, I had the opportunity for a hands-on demonstration from Jean-Marc, experiencing firsthand the remarkable quality and feel of these lenses. The Nano Primes exhibited exceptional clarity without excessive sharpness, and I observed minimal distortion, particularly on the vertical axis. The shots I tested out were simply breathtaking. This new 6-lens set comprises 18mm, 24mm, 35mm, 50mm, 75mm, and 100mm options, offering mirrorless shooters a fresh perspective for their productions. It's truly worth exploring the Zeiss Nano Primes – I'm confident you'll be just as impressed as I was.

FUJINON Duvo™ HZK24-300mm Portable PL Mount Zoom Lens

Speaking of lenses on a sports broadcast or event handheld camera, look no further than the Fuji Duvo HZK24-300mm Portable PL Mount Zoom Lens. Just thinking out loud about this because this type of lens should get a lot of attention because this is the look DPs and our audiences are expecting. You, me, and everyone who shoots videos for a living want that “cinematic” look for broadcast and more. Additionally, if I want to go traditional handheld mode like at a big concert event, I want and need focus and zoom capabilities to make my work happen. The Duvo is another lens you need to put on your must check out list if you want to take your handheld look to the next level.

The Meteoric Rise of AI

Could you say "disruptive technology"? When I think about disruption, I envision technologies that have swiftly altered our working landscape. Nonlinear editing? Check. Shooting 4k on a cell phone? Check. Simultaneously shooting and delivering content to the cloud? Double check. AI (and its myriad applications) took center stage at the 2024 NABSHOW, dominating both the exhibition floor and countless discussions. From editing to production, and from content creation to delivery, I believe the benchmark for "disruptive" technologies has been redefined, both presently and for the foreseeable future. So, what's next? Can you foresee AI integration into your workflows, or are you already there? It's not a matter of if you'll embrace AI, but rather when. Numerous products showcased AI integration, and I must admit, I was thoroughly impressed by its potential to enhance production workflows and streamline processes.

Adobe AI with Premiere Pro

The Adobe booth was packed as they showed off some of the generative AI capacities that they are working on for its video editing suite, Premiere Pro. These tools include AI to generate and edit images, enhance design, create text effects, and even improve audio workflows. They'll be powered by Adobe's FireFly AI and it will be able to work with other AI models like Pika Labs, OpenAI, and Runway. Two things that stuck out in our meeting were Adobe's commitment to a responsible approach to the use of AI and a feature that uses the power of AI to help finish shots by literally filling up the end of your shot where you might have not let the shot run long enough when shooting.

Strata

I have a soft spot for startups, and at NAB 2024, Strada showcased its AI-powered workflow technology platform, which is currently in beta testing. Founded by brothers Michael and Peter Cioni just 10 months ago, this startup aims to provide AI-powered workflow solutions. The software boasts a user-friendly design and interface, granting straightforward access to a variety of time-saving AI tools. It streamlines repetitive tasks, enhances search capabilities, and accelerates delivery speeds, empowering content creators to elevate the quality of their work.

Lightcraft JetSet with Accsoon SeeMO

The app enables you to utilize your iPhone 15 Pro Max as both a camera tracker and a real-time previsualization device. The Lightcraft JetSet, in conjunction with Accsoon SeeMO, offers a seamless integration of products, transforming your iPhone 15 Pro Max into a versatile tool for tracking and visualizing in real-time.

Gotta Love Cameras

Returning to my production roots, I'm inevitably drawn to exploring new cameras and their applications at the show. Right out of the gate, three new cameras immediately caught my attention. Well, to be honest, there were actually more than three, but who's keeping track? Among the plethora of fresh offerings are standouts like the ARRI 35 Live Multicamera Production Platform, Blackmagic Design URSA 12K, and the SONY BRC-AM7, boasting AI capabilities, alongside the RED V Raptor X, just to name a few. Be sure to check them out.

ARRI Alexa 35 Live Multicamera System

The ARRI Alexa 35 Live Multicamera System isn’t a new camera, but an interesting take on one iconic camera for sure. ARRI took one of production's most popular cameras and addressed the growing need to have a more cinematic look in live production. There have been a lot of productions with a single ARRI Alexa 35 woven into the fabric of shows however ARRI took it one step further by developing a live multi-camera system that will allow for a consistent look across all the cameras in the mix.

Blackmagic Design URSA 12K

Blackmagic Design has truly upped their camera game with the introduction of the URSA Cine 12K, and what a stunning camera it is! I'm eagerly anticipating the opportunity to shoot with it. Among its features, the Blackmagic URSA Mini Pro 12K boasts a new sensor with a native resolution of 12,288 x 6480, equating to an impressive 80 megapixels per frame. You can capture footage in glorious 12K at 60 fps, or utilize in-sensor scaling for 8K or 4K RAW at speeds of up to 120 fps, all without any cropping or alteration to your field of view. Hopefully, it won't be long before we can get our hands on a unit to put it through its paces in real-world scenarios.

Now, let's add a bit more excitement with two other noteworthy cameras! Both the PYXIS and the URSA 17K stole the spotlight at the show. The URSA 17K boasts a sensor that's an astonishing 17K in size, akin to a candy bar. Yes, you read that correctly – a 17K sensor! When I first saw that number, I was intrigued to learn why Blackmagic pursued the development of this camera. According to Blackmagic, the 17K cinema camera was designed to offer shooting capabilities akin to working with a large 65-type format. This sensor is truly one of the largest I've ever encountered.

Moving on to the Blackmagic Design PYXIS, it's a compact box-like camera featuring a full-frame sensor with a native resolution of 6048 x 4032. That's nearly three times larger than a Super 35 sensor. This box camera will be ideal for situations where space is limited but high-quality output is paramount.

SONY BRC-AM7

What would a NAB show be without a new camera offering from Sony? The Sony BRC-PTZ featuring AI has a wow factor I haven’t seen on a lot of PTZ offerings. Some of the coolest features? It has installation flexibility, broader accessibility in challenging locations, and more vantage points. The BRC-AM7 also works alongside Sony's professional camera ecosystem, providing compatibility and color matching. "The BRC-AM7 enhances Sony's rich legacy of PTZ cameras renowned for their image quality and reinforces Sony's connected ecosystem of solutions," said Kento Sayama, Deputy Vice President, Imaging Solutions, Sony Electronics. "We recently incorporated AI-based auto-tracking and Auto Framing technology into our models and the feedback was tremendous. The camera's ability to consistently track and frame talent will provide production efficiencies by taking time and guess work out of creating content while providing high production values."

RED V Raptor X

The RED V-RAPTOR [X] and V-RAPTOR XL [X] are the first RED cameras released since the Nikon-RED acquisition. The new cameras feature large format 40.96 x 21.6-millimeter image sensors, insane video quality, and an impressive dynamic range. The RED V-RAPTOR [X] and V-RAPTOR XL [X] utilize the new large-format V-RAPTOR [X] 8K VV and V-RAPTOR XL [X] 8K VV sensors, respectively, alongside a global shutter.

Closing Thoughts

There's always an overwhelming amount to unpack from NAB, and we'll be delivering much more content in the weeks to come. We'll be delving deeper into the technologies and products that make attending this show so exhilarating. However, let's not lose sight of the fact that, at the end of the day, it's the people who utilize these fantastic technologies to bring it all to life. I can genuinely say that NAB always leaves me feeling reinvigorated and ready to tackle the next challenging shoot! It's also a pleasure to reconnect with friends and colleagues from around the world and catch up on what's new with them. I particularly enjoy the humorous production stories they often have to share. Stay tuned for more excitement and be sure to check back frequently for updates. Wishing you safe travels, and I look forward to seeing you on location!