Every January, Las Vegas transforms into a hub of innovation as the Consumer Electronics Show (CES) takes over. Walking the suites and show floors this year, it was impossible not to feel the energy (and ambition) in the industry. From AI-driven TVs to groundbreaking advertising models, CES 2025 offered a window into the evolving media landscape. Here are a few of the moments that stood out for me.
The rise of the intelligent TV
Unsurprisingly, the marriage of AI and television took centre stage this year. Many brands showcased TVs that weren’t just about watching—they were about experiencing.
Manufacturers like Hisense, LG, Samsung, and TCL all leaned into personalisation, introducing systems that feel almost human in their interaction. For instance, VIDAA’s chatbot character promises to tailor the entire viewing experience—from colour calibration to sound settings—based on individual preferences.
And it’s not just about tweaking settings. Imagine asking your TV, “What was that new show with the actor from Eastenders in it?” and having it instantly find and play it. These systems are not only smart but conversational, with the integrated capabilities of AI tools like ChatGPT. It’s technology that understands us better than ever, making screens feel less like devices and more like companions.
Big, bold, and better than ever
Of course, CES wouldn’t be CES without the relentless push for better display technology. TVs continue to grow in size with each stand including 100+ inch TVs, but it’s the quality that’s truly dazzling. Innovations like local dimming improvements such as LG’s QNED with over 2,500 dimming zones with similar enhancements (and acroynms) across the board of manufacturers, all included with much faster refresh rates than previously seen resulting in incredible clarity. It’s fantastic to see how these enhancements create an experience that’s not just bigger, but richer.
Above: LG’s transparent TV technology
Rethinking soundscapes
Another standout was the evolution of audio. Dolby is working on a technology that could make object-based audio accessible on any device, even if the content wasn’t created with formats like Atmos. Imagine being able to isolate a speaker’s voice, reduce background noise, or enhance dialogue—all through software. This feels like a game-changer for accessibility and storytelling.
Meanwhile, Samsung unveiled the results of a partnership with Google – Eclipsa Audio, a cutting-edge 3D audio technology designed to “unlock new possibilities for immersive audio experiences” in TV and film.
The technology enables creators to fine-tune audio elements such as sound location, intensity, and spatial reflections, delivering a truly immersive 3D soundscape for audiences.
A new era for advertising
Advertising innovation had its share of the spotlight too as commercialisation fast becomes the industry watchword. Innovation is all well and good, but if it doesn’t drive the top (or bottom) line adoption is unlikely. Broadpeak’s shoppable ads, tested with TF1 in France, were a particular highlight. These ads let viewers engage directly with products, sending a link to their phone for seamless purchasing. It’s not just about convenience; the analytics behind it allow advertisers to tailor and refine their strategies in real time. It’s an exciting prospect for broadcasters looking to monetise in new ways.
Pushing boundaries with niche tech
CES always delivers its fair share of experimental tech. Some of the more niche innovations this year included:
- Adaptive 3D viewing to reduce motion sickness, offering a customised experience that adapts to both content and screen type.
- Gesture-controlled interfaces that eliminate the need for remotes or voice commands. Just point, and the system responds.
- Motion detection using electromagnetic waves, which opens new possibilities for AR and VR creation without requiring line-of-sight sensors.
Bringing it all together
What struck me most at CES 2025 wasn’t just the individual innovations but how they collectively push us closer to a vision of media that’s more immersive, intuitive, and interactive. It’s a world where our TVs know us better, our audio adapts to our needs, and our advertising feels like a conversation rather than an interruption.
As I left Vegas and reflected on what I’d seen, one thought stayed with me: the future of television is about connection. Connection between viewers and content, between brands and audiences, and between technology and human experience. At the DTG, we’re all about connections and we are committed to navigating this journey with all our members, ensuring they, and the UK as a whole, remains at the forefront of these exciting developments.
Here’s to a collaborative, innovative and profitable 2025!
