As part of IBC's repositioning as a forum for boardroom, not just engine-room, debate, this year saw the launch of the Leaders' Summit, an ambitious attempt to gather some of the most tal-ismanic figures in world media for a two-day programme of candid discussion and networking in the company of 50 senior European broadcasters. Underwritten by the City of Amsterdam, Deloitte and AIB, with the additional backing ol Sony and Microsoft, all delegates were given a free invitation and tasked with one simple aim to explore what business leaders in this industry must do to keep pace with their consumers and set the agenda for future strategy. The initiative emerged from IBC-conducted research, which indicated that a fundamental shift in buying decisions needed to be taken into account. This shift, from engineering-led tech investments towards the policy and business of broadcasting, underscores the need for organisations to understand how they will engage with their consumers via electronic and social media.
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