Internet Protocol Television (IPTV) has moved from broadcast specialty to enterprise necessity, as organizations across healthcare, hospitality, and corporate environments demand low-latency, broadcast-quality video at a scale legacy network models were not designed to support.
C-suite leaders now treat video as a mission-critical operational layer, a shift that is driving investment in scalable infrastructure rather than point-to-point communication tools.
The demand is coming from multiple directions at once. Corporate campuses are streaming town halls and training content at scale. Healthcare systems are distributing patient-facing and clinical video across campuses. Hospitality and live venue operators are deploying synchronized, high-definition in-room and in-venue experiences. Each use case adds endpoint volume and latency requirements that compound across the enterprise.
This may be why, according to Grand View Research, enterprise video growth is placing sustained pressure on organizations to deploy scalable, high-definition architectures that legacy point-to-point systems struggle to support efficiently.
At NAB 2026, vendors across broadcast, enterprise video, IPTV, and digital signage were competing to own the integrated architecture underneath all of them rather than positioning their products as parallel solutions.
As a result, broadcast, enterprise video, IPTV, and digital signage are converging into a unified, IP-based architecture. The big challenge facing facility operators and chief technology officers revolves around technically effective and cost-efficient integration. Legacy systems and modern IP networks must now operate as a cohesive whole, even when deployed under compressed timelines.
ST 2110 Moves Beyond Broadcast
One of the clearest indicators of this shift is the expanding role of Society of Motion Picture and Television Engineers standards such as SMPTE ST 2110.
Originally designed for high-end, uncompressed broadcast workflows, ST 2110 is now shaping how organizations capture, process, and distribute video across enterprise environments. Media is captured once, then repurposed across multiple workflows—live broadcast, internal streaming, and in-venue distribution. That model requires an IP-native foundation to deliver both performance and return on investment.
The Integration Gap
Delivering ROI, however, depends on more than selecting the right technology. It requires integrating IP-native workflows with the legacy SDI infrastructure and cloud distribution layers most organizations already operate.
Despite the range of technologies on display at NAB 2026, operational alignment remained the defining challenge for most organizations in attendance. That challenge is largely a product of how enterprise video infrastructure evolved.
Organizations did not design hybrid environments intentionally. They accumulated them, adding IP-based workflows and cloud distribution layers on top of SDI infrastructure that was never retired because it still worked. The result is a layered architecture that performs adequately in isolated segments but introduces significant integration complexity at enterprise scale.
Industry groups such as the International Association of Broadcasting Manufacturers (IABM) have highlighted interoperability as a primary concern for buyers navigating the transition from baseband to IP. Low latency, redundancy, and secure transport are no longer differentiators. They are baseline requirements.
Bridging Capture and Distribution
VITEC was among the technology vendors at NAB addressing the integration challenge directly. The company introduced its Diamond-IP OG encoder, designed to bridge high-end IP capture with broader enterprise distribution. Compatible with the openGear ecosystem, the platform supports ST 2110 inputs, including uncompressed and JPEG-XS video, and converts them into HEVC or H.264 streams for delivery across IP networks.
“Diamond-IP OG is our latest addition to the VITEC OG modular system, supporting 2110 inputs and integrating with our broader product line for both point-to-point and enterprise distribution,” said Bill Cassidy, Vice President of Strategic Accounts, at VITEC.
The product was recognized with a Best of Show award at NAB 2026, reflecting its relevance in hybrid environments where reliability and scalability are essential.
The platform supports multiple transport protocols, including Secure Reliable Transport (SRT), Reliable Internet Stream Transport (RIST), and Zixi, along with SMPTE ST 2022-7 redundancy, meeting a central requirement in modern workflows by moving video reliably across diverse network environments.
IPTV Carries Broadcast-Quality Video Into the Enterprise
Those capabilities extend well beyond traditional broadcast facilities. The same infrastructure managing uncompressed video in production environments is now being deployed across healthcare campuses, corporate facilities, transportation hubs, and hospitality venues where reliable, high-definition video distribution carries direct operational implications.
“We’re showing customized TV interfaces for healthcare, hospitality, and other verticals, along with interactive wayfinding and integrated digital signage solutions,” said Steven Forrest, Sales Director – Americas, at VITEC.
As these use cases expand, the distinction between broadcast and enterprise video continues to narrow.
Enterprise Video Infrastructure Enters a
New Integration Era
The trajectory visible at NAB 2026 represents a structural shift rather than a standard technology cycle. Organizations are moving away from isolated workflow design toward integrated video ecosystems that span capture, processing, and distribution across increasingly complex hybrid infrastructures. Generating high-quality video is no longer the primary technical challenge. Moving it reliably, securely, and efficiently across diverse network environments is.
The organizations best positioned for that transition will be those with the integration architecture to make those technologies operate as a coherent whole.
