At IBC 2025, we sat down with Asier Anitua, Business Development Manager at Telefónica Servicios Audiovisuales (TSA) to talk about the company’s evolving approach to media technology, its new TSA Media Hub, and why longstanding partnerships—like the one with Dalet—remain critical in a rapidly changing industry.

What followed was an honest and insightful conversation about cloud transformation, the real impact of AI, IP-based production, and why flexibility has become the most valuable currency for modern broadcasters.

From System Integrator to Flexible Media Partner

Telefónica may be a global giant, but TSA—its specialized media technology arm—operates with a more focused, agile structure. For years, the company delivered traditional CapEx-heavy broadcast projects. But that’s changing fast.

“Our customers are moving more and more toward software as a service—or even everything as a service—from storage to processing.”

TSA is transitioning from hardware-centric projects into elastic, software-driven, hybrid cloud environments. The flagship of this transformation is the TSA Media Hub, launched this year, offering broadcasters scalable resources without massive upfront investments.

Why TSA Chose Dalet

TSA’s new Media Hub incorporates Dalet technology, but the choice wasn’t just about features—it was about trust.

“We’ve been working with Dalet for more than 20 years. We know them very well, we’re trained in their solutions, and when we need something, they understand our needs and move with us.”

But beyond partnership, Dalet’s strength lies in its 360° media coverage ( radio, TV, digital, and social content workflows ) all in one ecosystem. According to Asier, this breadth simply doesn’t exist elsewhere in the market.

The New Pitch to Broadcasters: Pay for What You Need, When You Need It

Budgets are tightening across the industry but instead of investing millions upfront, broadcasters can now start small and scale on demand:

• Need 100 journalist workstations today? Done.
• Need 100 more for elections or the Olympics, but only for six months? Easy.
• Need to scale back afterward? No problem.

It’s flexibility built around real newsroom cycles, not rigid hardware lifecycles.

“If you grow, we grow with you. If you reduce, we reduce with you.”

AI Isn’t Replacing Jobs: It’s Becoming the Best Assistant

Despite industry anxiety, Asier sees AI not as a threat but as a transformative tool.

“AI will be a revolution for sure. For me, it’s clear that it will be one of the best assistants you could have in your work.”

Rather than job elimination, he expects workflows to evolve, making content creation more efficient and freeing teams to focus on higher-value tasks.

IP Production: Not If, but When

TSA has deep experience with IP standards like SMPTE 2110. In fact, they delivered one of Europe’s first fully IP-based stations years ago.

Their message to broadcasters today is simple:

“You don’t have to ask if you will move to IP, only when.”

While the transition is more complex than the shift from SDI to filebased workflows, the operational impact for end users is minimal. The challenge lies behind the scenes: IT training, network management, and choosing the right integrator.

For contribution workflows, SRT continues to grow, while ST 2110 remains essential for largescale production.

How to Futureproof Broadcast Operations

As technology cycles accelerate, the old model of investing in a platform for 10+ years no longer works. TSA believes flexibility is the new longevity:

“The best futureproof choice is a fully flexible OpEx solution like TSA Media Hub.”

Customers can commit for as little as one year, and if technology evolves, they can change direction without losing their content or being locked in.

For more cautious broadcasters, hybrid models remain viable: part onprem, part in AWS/Azure/Google/Oracle, part at TSA.

The Value of Partnership: Dalet + TSA

TSA and Dalet have built media systems together for more than two decades, and that history translates into real value for customers:

• deep workflow expertise
• tight technical alignment
• ongoing training and support
• regular follow-ups to keep workflows optimized over time

Asier highlights something many integrators overlook: users naturally drift back to old habits unless workflows are reinforced. TSA’s continuous engagement ensures customers get the most out of their investment.

A New Era of Collaboration

As we wrapped up the conversation, one theme stood out: flexibility wins. Whether through cloud-based SaaS, hybrid models, or IP workflows, TSA is shaping a future where media organizations can adapt quickly, scale dynamically, and stay competitive without massive capital risk.

And with partners like Dalet, they’re delivering solutions grounded not only in technology but also in trust.