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Inside the DPP MediaTech CEO Report: A Framedrop Analysis with Commentary from CEO, JD Costa
A turning point for broadcast technology
According to DPP research, nine in ten MediaTech CEOs expect revenue growth in 2025. More than half, however, describe the media industry itself as “challenged” or “underperforming”. It’s an optimism gap that says as much about survival instincts as it does about strategy.
As JD Costa, CEO of Framedrop, puts it:
“There’s a widening confidence gap between tech suppliers and broadcasters. Everyone believes in growth, but few are being honest about what it takes to achieve it.”
Broadcasters are trying to transform while still running the old model. Linear schedules remain profitable enough to protect, but streaming demands relentless investment and speed. Many organisations are, in effect, flying two planes with one crew.
The sector is full of transformation talk, yet progress often feels stuck in the middle. The next wave of improvement will not come from adding more software. It will come from tighter collaboration between suppliers and broadcasters, from technology that actually understands content, and from the ability to act quickly enough for that understanding to matter.
These three forces, collaboration, intelligence and agility, are reshaping the media technology landscape.
Collaboration: from vendor lists to ecosystems
Eighty-five per cent of MediaTech CEOs told DPP that partnerships are now central to their business growth. That represents a cultural shift. The broadcast supply chain was built on ownership and exclusivity. Each vendor sought to defend its patch; integration was something that happened reluctantly and expensively.
Today, the model is turning inside out. Broadcasters no longer want sealed systems. They want interoperable ecosystems that share data, reduce duplication and scale without tearing up existing workflows.
“The industry used to reward ownership,” says Costa. “Now it rewards openness. The days of closed ecosystems are numbered.”
Partnership has become a business necessity. Few broadcasters can afford to buy monolithic platforms that take a year to install and another to optimise. They need modules that connect quickly and start generating value immediately.
At Framedrop, that reality shapes how we work. Our integrations are designed to fit inside existing workflows. We focus on deploying within weeks and adapting to the infrastructure already in place. It’s about complementing, not replacing.
“Innovation doesn’t happen inside walls,” Costa adds. “It happens at the points where companies are willing to connect their systems and solve real problems together.”
Collaboration is no longer a project. It’s infrastructure, the network of relationships and APIs that makes modern broadcasting possible.
Intelligence: the missing layer in the media supply chain
The same DPP survey highlights three major investment priorities for 2025: content production tools, media management and streaming infrastructure. It’s a rational list, but it reveals a blind spot. Most organisations still invest in moving and storing content, not in understanding what’s inside it.
The result is a supply chain that’s efficient in logistics but inefficient in insight. Files travel faster, yet their value remains largely invisible until a human finds the right shot.
“Broadcasters sit on oceans of content and still suffer droughts of usable material,” Costa notes. “Intelligence isn’t about automation. It’s about visibility.”
The intelligence layer is technology that can recognise the moments that matter inside video: the events, reactions and themes that make a piece valuable. It converts footage into searchable data so editors, producers and marketers can find what they need instantly.
At Framedrop, our system analyses live or archived content to detect highlights, key phrases and emotional beats. It tags them automatically, allowing teams to create short-form edits, localised versions or articles without starting from a blank timeline.
“You can’t monetise what you can’t see,” Costa says. “Real intelligence is about uncovering the value hidden inside every piece of content.”
Evidence from smaller operations supports the case. Projects in the JournalismAI Innovation Challenge showed how even local newsrooms could use AI tools to translate and repurpose stories efficiently. The same principle scales to major broadcasters if intelligence is embedded early in the workflow.
Understanding content is the missing infrastructure of modern media. Without it, organisations keep rediscovering what they already own and paying for the privilege.
Agility: the new broadcast currency
The DPP study points to another persistent challenge: speed. Over seventy per cent of CEOs said that innovation is constrained by slow customer decision-making and long procurement cycles. Everyone talks about transformation, but few can move fast enough to deliver it.
Agility is not a buzzword borrowed from software. In MediaTech, it means compressing the distance between idea and delivery. It’s about testing, proving and scaling in quick succession, not designing the perfect system that arrives a year late.
Traditional projects in broadcast technology are still structured around multi-year implementations and fixed scopes. The approach rewards caution but punishes momentum.
Framedrop works differently. We start with live pilots that integrate into existing systems, prove value, then evolve with the client. The aim is to reduce time-to-impact to a few weeks.
“If a new tool takes six months to prove value, it’s already obsolete,” Costa says. “The market has moved on.”
Smaller, AI-native companies have an advantage here. They can adapt to shifting use cases and customer needs without legacy dependencies. That flexibility is quickly becoming the decisive factor in whether innovation sticks.
“The world moves fast, media needs to move just as fast. Agility isn’t a luxury,” Costa adds. “It’s the only way to stay relevant.”
The new MediaTech triangle
Collaboration, intelligence and agility form a practical framework for the next phase of MediaTech.
The strength of the model lies in balance. Collaboration without intelligence leads to committees and compromise. Intelligence without agility never leaves the lab. Agility without collaboration produces clever tools that no one can integrate.
The AI-ready broadcaster, and the suppliers who support it, will combine all three. Their competitive advantage will not come from spending more on infrastructure but from connecting ideas, partners and content data quickly enough to respond to audiences in real time.
The path forward
Technology should never replace creative judgment. Its purpose is to remove friction so that creative and editorial teams can use their judgment more effectively.
The gap between MediaTech and the media has widened through years of fragmented systems and slow delivery. Bridging it requires openness, understanding and pace. These are the practical foundations of transformation, not slogans about disruption.
At Framedrop we aim to operate in that middle ground, where technology meets real-world production and makes it faster and more visible. Our integrations stay light, our systems reveal the content’s value, and our deployment cycle keeps pace with the industry it serves.
“Technology is only useful when it moves at the same speed as creativity,” Costa says.
“That’s the standard we hold ourselves to. Our job is to turn every frame into opportunity and to do it fast enough for it to count.”
The distance between MediaTech and the media is finally narrowing. The organisations that close it first will define the next era of broadcasting.