After nearly a decade away, Mediatech Africa is back and, according to Simon Robinson, it’s not simply a continuation of what came before. Instead, the 2026 edition represents something closer to a reset – a recalibration shaped by years spent working across distribution, production, and the wider technology ecosystem.
During the long gap, driven largely by market shifts and the pandemic, fundamental changes have taken place not just at the event but throughout the industry. Where Mediatech once centred heavily on broadcast and film production, today’s show reflects a much broader landscape. Live events and AV integration have surged to the forefront, while traditional broadcast has diminished in influence. Meanwhile, the rise of content creation tools and social media-driven production has introduced entirely new audiences and opportunities.
Robinson and his team have used the intervening years since the past Mediatech Africa in 2019 to immerse themselves in different corners of the market, gaining insight into the challenges facing distributors, rental companies, and production professionals alike. That experience, he says, has reshaped everything from marketing strategy to exhibitor engagement, ensuring the show is more aligned with real-world industry needs.
Crucially, Mediatech Africa returns at a time when the continent’s appetite for technology is growing rapidly. With more international manufacturers looking to establish a presence and increasing numbers of visitors from across sub-Saharan Africa, the show is positioning itself not just as a South African event, but as a true pan-African hub.
In this interview, Robinson discusses the challenges of relaunching after such a long absence, the shifting balance of industry sectors, and why he believes Mediatech Africa is poised to become the definitive AV platform for the continent.
This year’s looks set to be potentially your biggest and best yet. What do you put that down to?
We took a very conservative approach when planning the comeback. After seven years away, we had to treat this almost like a brand-new event. However, the level of commitment we’re seeing from exhibitors and clients is extremely encouraging – not just in terms of numbers, but in what they’re putting into the show.
There’s a sense of momentum. Exhibitors are investing more, and that creates a better experience for visitors. So, while we’re cautious by nature, all the signs are pointing in the right direction.
How challenging has it been returning after such a long break?
It’s been tough, no question. Being away from organising exhibitions for that length of time means you must rebuild knowledge, relationships, and processes, but it’s also been a good challenge.
What has really helped is that I didn’t just sit still during those years. I worked on the distribution side, did freelance production work, and got involved in various parts of the industry. That gave me a completely different perspective. I’ve seen the market from multiple angles, and that insight has been invaluable.
How has that broader experience influenced the show?
It’s changed how we approach almost everything – especially marketing and audience targeting. Understanding the different verticals within the industry means we can be much more precise in reaching the right visitors for our exhibitors.
On the production side, we’ve also seen first-hand the challenges rental companies face –pricing pressures, undercutting, operational demands. That gives us a better understanding of what they need from a show like Mediatech.
It’s also allowed us to step back and ask what really works, rather than just repeating what we’ve always done. You can’t take anything for granted. You must keep improving and delivering value.
How has Mediatech’s sector focus shifted?
Originally, we were very much a broadcast-focussed show, before expanding into film and television production, and later into live events. The real turning point for live events came when we moved venues in 2009 – that’s when that sector really took ownership of the show.
More recently, we’ve been trying to build the AV integration side – the kind of market you’d associate with major international shows. That’s been a slower process. Until now, we hadn’t quite reached the point where that sector felt a sense that Mediatech is the definitive show for them.
However, that’s changing. Post-COVID, the growth in corporate AV – driven largely by remote work and unified communications – has been huge. Manufacturers in that space are now coming on board in a big way. One of our key goals this year is for that sector to fully embrace Mediatech.
Tell us about the new venue…
Kyalami Grand Prix Circuit & International Convention Centre is a good fit for Mediatech. As well as being a prestigious venue conveniently located in Midrand, the space allows us to create distinct zones within the show. That is important because the sectors we cater to have very different requirements. For example, live events can be loud and high-energy, whereas corporate AV tends to be quieter and more formal. By separating them, we can create better environments for both exhibitors and visitors.
There are some limitations. The roof height in certain halls is not ideal, and the power supply is a challenge for a show like Mediatech, which draws a significant amount of power. We will need to bring in generators to support the event.
We also could have used larger halls, as some areas sold out quickly. But overall, Kyalami gives us the flexibility, location, and profile we need for the next edition of Mediatech.
What can attendees expect in terms of features and experiences?
We’re bringing back some favourites, like the outdoor sound demos, but with a new format. We’ll have multiple systems showcased on a single stage, covering everything from emerging brands to established names.
We’re also introducing some sound demo rooms and a range of production-led features designed to inspire and entertain. Plus, we have a few surprises we’re not ready to announce just yet.
How important is the houses of worship market in Africa?
It’s huge – arguably one of the biggest drivers of installed live event technology. Some of these churches operate at an incredibly high level, using top-tier equipment across audio, lighting, and control. They also produce and stream content, so they overlap with both live production and broadcast. It’s a very dynamic and influential sector, particularly in Africa.
Mediatech has traditionally been a distributor-led show. Is that changing?
Yes, quite significantly. While the region’s distributors continue to be well represented at the show, we’re now also seeing much more direct involvement from manufacturers who want their own brand presence rather than being part of a distributor’s stand. That’s something we’ve actively encouraged. It helps exhibitors stand out and gives visitors a better experience. You’ll definitely notice more standalone manufacturer booths this year.
How important is it to attract visitors from across the wider African continent?
It’s critical. There’s a real hunger for technology across Africa, and many people don’t have the opportunity to attend international shows. We’re positioning Mediatech as the African AV show. Our ability to reach those audiences has improved massively, especially through social media. It’s much easier now to target specific groups, whether that’s churches, corporate users, or technicians.
What broader industry trends are you seeing in Africa?
One thing that stands out is the level of skill in South Africa’s production sector. The quality of work is comparable to what you see in places like the Middle East but often delivered on much smaller budgets, which is really impressive.
We’re also seeing increased movement of talent. During COVID, many professionals went abroad, particularly to the Middle East, but some are now returning. That could influence things like freelance rates.
Has the situation in the Middle East had any other impact on the show?
Not significantly at this stage. A handful of international suppliers have said that higher airfares and limited flight routes may affect the number of staff they can send. We also expect our diesel bill for generators to be a challenge. That said, changes in other regional events could create opportunities and might encourage companies to look at Africa more seriously.
We’re working to make the show as attractive a proposition as possible, partnering with airlines and hotels to keep costs reasonable. Compared to Europe, South Africa still offers excellent value in terms of hospitality.
With such a long gap since the last Mediatech, are you also targeting a new generation of attendees?
Definitely – there’s a whole generation that has never experienced Mediatech. Someone who was a student in 2019 could now have five years’ industry experience and be attending for the first time. That brings fresh energy and new perspectives to the show, which is very exciting.
What’s your long-term vision for Mediatech Africa?
Right now, the focus is entirely on making this comeback show as strong as possible – that’s the priority. We have some big ideas about how to expand Mediatech and strengthen its position as a truly African platform. For now, though, it’s about delivering a world-class event and building from there.
Photos: Mediatech Africa
