How Siemens AG uses real-time video feeds at the annual press conference

The annual press conference at the end of the fiscal year in November is regularly one of the most important events at Siemens AG. The number of national and international media attending is traditionally high. Once again this year, Head of Communications Lynette Jackson and Head of the Press Office Florian Martens welcomed numerous journalists to the company's headquarters at Wittelsbacher Platz in Munich.

However, some correspondents from major international newspapers and news agencies were unable to attend the event and therefore followed the announcement of the record results and the positive outlook for fiscal 2023 by CEO Roland Busch and CFO Ralf P. Thomas via the Siemens AG livestream. Nevertheless, they asked their questions directly and personally to the Managing Board as usual in the Questions & Answer part of the press conference. Video and audio were transmitted live into the event room, so that a real dialog was established between the journalists and the Managing Board.

From broadcasting to conference format

The technical basis for this new interaction option is a smooth transition from classic broadcasting to a video conference format - using Techcast's virtual studio. The principle in a nutshell: the event is streamed to an audience of any size. The audience follows the live stream and has the opportunity to ask questions - both in writing as usual and live with a video image.

The viewer signals that he or she has a question by clicking a button on the broadcast page and is taken to the backstage area of a virtual studio by the streaming operator. After a test of the picture and sound, they are taken directly to the live stage. Once the question has been asked, the person connected switches back to the regular livestream.

Siemens is a pioneer

"With the virtual live feed, first-class online and hybrid events will in future offer the possibility of full interaction in words and images, regardless of location. I am delighted that Siemens' press department is already using the technology as an early adopter for the benefit of journalists," says Rosie Schuster, founder and Managing Director of Techcast, on the use of real-time video feeds at Siemens' annual press conference.

At larger press conferences or other events in broadcast format, online participants have usually asked their questions in writing and the moderator has then read them out in the event room. Siemens is one of the first companies to enable real-time video feeds during a press conference.

Key technology: Virtual studio for online events and live broadcasts

With its virtual studio, Techcast complements high-quality digital events with professional directing options. The development of real-time video feeds in the virtual studio was prompted by the decision of the German Bundestag this summer to make virtual general meetings of stock corporations possible on a permanent basis. The prerequisite for holding virtual general meetings is the unrestricted protection of shareholders' rights. Thanks to connectivity, online participants in the Annual General Meetings can properly participate in the general debate and ask their questions live, just like at an in-person event.

Balanced relationship between planning and spontaneity

Organizers are now using the potential of the virtual studio and real-time video feeds for a wide variety of event formats. The advantage: the organizer team retains control and can bring participants onto the stage after a technical pre-test.

A smart solution that is also part of the Virtual Studio is discreet communication with all connected people via "Direct Call", without other people in the backstage area or on the live stage noticing anything. This is also the decisive difference to pure video conferencing. Spontaneity and planning remain in balance during the event. The resulting dialog between the online audience and the actors on stage makes the entire interaction more lively and natural. The event becomes more dynamic and varied.

Real-time video feeds are also used at Annual General Meetings. With seamless integration into AGM portals, shareholders can present their speeches in accordance with all regulatory requirements.