Manufacturer Musings: Austin Freshwater, Canon UK

Canon's Austin Freshwater
July 20th 2016 at 4:25PM

Canon UK

This will be the seventh IBC show for Austin Freshwater, Canon UK's sales director, professional imaging. Austin's tradeshow survival tips? Good shoes, and never sit down!


Name: Austin Freshwater

Job title: Sales Director, Professional Imaging

Company: Canon UK & Ireland

Number of IBCs you’ve attended?

This will be number 7

What do think will be the big technology trends at this year’s IBC?

I think we’re going to see some more focus on HDR this year. There’s clearly still a lot of interest in 4K, but we’re speaking to our customers about the practicalities in implementing systems now so they can benefit from UHD cameras and lenses before 4K delivery is finalised. HDR is one of the most important benefits, as shooting with a wider dynamic range allows for the production of better, more visually-rich content, future-proofed workflows and easier production processes. Because of these benefits and while standards and delivery systems of higher resolutions are being worked out, we’re finding more users are keen to break the holding pattern and invest in 4K or UHD cameras now.

As far as lenses are concerned, higher resolution glass has already been well-adopted. We regularly speak to users who are using 4K lenses to get better HD images which is noticeable by viewers at home.

What will your company be highlighting at IBC?

Canon will have the largest range of 4K HDR products we’ve had at a show, including cameras, lenses and reference displays. We’ll be demonstrating the technology that allows content producers to implement 4K acquisition workflows now, no matter the genre or size of production.

What do you think is the biggest challenge facing the TV industry right now?

The changes that content producers are facing in their infrastructures is a huge challenge at the moment. As audiences’ viewing habits have changed in recent years, we’re seeing more services that have to be delivered quickly and on multiple platforms. Whether this is over traditional broadcasts or new, IP-based platforms, viewers want to have access to content whenever, wherever and however they like. So broadcast infrastructures have to reflect that and let content producers create more content faster.

I think this year’s IBC is going to show – from acquisition to delivery – how this has changed and what tomorrow’s production infrastructures will look like.

Given the RAI is two meters below sea level, what is your business doing to address climate change?

We think that the innovations and technology that we develop for our products should enrich our customers’ productions without harming the environment. Our business and our brand are built on sustainable economic growth. We reduce our need for new natural resources, carefully monitor economic progress and risks, and respect the communities that depend on us.

What are you top tips for trade show survival?

Comfortable shoes & keep moving – never sit down!

Your favourite place(s) in Amsterdam to unwind and why?

The roof top bar at the Double Tree by Hilton. Great views of Amsterdam and a nice atmosphere to relax in after a long day on your feet at the RAI.