Reed Exhibitions has installed a new state-of-the-art broadcasting studio at the Messe Wien Exhibition & Congress Center, opening up further possibilities for digital and hybrid events. As the sole operator of Messe Wien, Reed Exhibitions has recognised the needs of its guest organisers and in-house event teams for virtual event technology. "During the pandemic we realised that if attendees couldn't come to Vienna, we needed to take Vienna and Reed Messe Wien to them", says Martina Candillo, director Congresses & Events Management. "We were also excited by the long-term opportunity for digital to add customer value and extend audience reach alongside in-person events as they return." The broadcasting studio has been developed in co-operation with long-term technology partner STEINERLIVE. It comprises a 190-square-meter studio area with 4K camera technology, a separate control room and a curved LED screen. The heart of the studio ‒ the 36-square-meter, fully digital background ‒ enables variable settings and offers plenty of space for creative content.