HAMBURG OPEN 2027

How it compares

IBC in Amsterdam covers the international media and entertainment technology market on a much larger scale. Its 2026 show had more than 1,300 exhibitors. It is the stronger fit for a procurement team comparing global suppliers, distribution platforms and strategic technology partners across broadcast, streaming and entertainment. Hamburg Open gives that same team a more concentrated setting for conversations with production users in the German-speaking market.

Integrated Systems Europe in Barcelona takes the comparison in another direction. Professional AV and systems integration sit at its center, including collaboration, digital signage, smart buildings and installed audio. Buyers specifying meeting rooms, teaching spaces or commercial AV systems will find a broader set of applications there. Its broadcast offering also matters when media production forms part of a larger integration project.

Hamburg Open earns its place when the brief starts with making content: capturing pictures and sound, organizing post-production, moving signals and equipping a corporate studio. Its expanding film and creator program makes it useful for production teams whose work crosses television, company communications and online video. The choice turns on the production problem and the people involved.

Hamburg Open suits teams buying and building media production workflows for the German-speaking broadcast, film and corporate video market.

Who exhibits

Blackmagic Design, EVS, Panasonic and Sony are named for Hamburg Open 2027, placing camera acquisition, live production and post-production at the heart of the exhibitor mix. The product categories extend through audio networking, storage, IP infrastructure, playout and streaming services. That breadth is useful for a production team tracing a workflow across equipment and software suppliers. The new Corporate Video Village and AI Zone add dedicated settings for businesses serving company communications and automation.

This year's list is on its way. A HallBrief brief ranks every exhibitor against your goals and finds who to meet at each. Get a brief

HAMBURG OPEN 2027

Hamburg Open 2027 adds the AI Zone, Cine & Camera Area and Corporate Video Village. The camera area combines hands-on equipment with a Cine Stage and support from BVFK, BVK and VTFF. Corporate Video Village builds on the corporate-production focus introduced through guided tours last year. Across four stages, the program turns to AI applications, production standards and more sustainable workflows, while HAMBURG OPEN Connect adds digital networking around the on-site conversations.

• Use the Cine & Camera Area for camera, lens and lighting demonstrations; the Cine Stage connects that equipment with practical production discussions.
• For an in-house video project, combine Corporate Video Village with the storage, audio and signal-transport suppliers across the main exhibition.
• Keep the first-evening Get-together in your plan: exhibitors and visitors share the same networking event.

Exhibiting

The all-inclusive packages combine stand construction, power, cleaning and catering, with an OPEN Stage presentation subject to availability. Standard packages leave furniture to a separate booking. Corporate Video Village and AI Zone offer dedicated packages for their respective suppliers, while OPEN Start has company-age, ownership and employee criteria. Exhibitors selling a complete production workflow can use those formats to connect a demonstration with a focused technical conversation.