AMSTERDAM—Rise Academy, the charity dedicated to delivering practical media technology experiences, careers resources and sharing work experience opportunities for young people in media technology, is bringing back a beloved industry tradition at this year’s IBC with, a 4k charity run (or walk) designed to empower the next generation of media and technology talent by supporting inclusion and opportunity.

Taking place at 7.30am on Saturday, Sept. 13 during the 2025 IBC Show (Sept. 12-15) in Amsterdam, the fun run will unite IBC attendees as they compete for a good cause.

Originally launched as the 4K 4Charity Fun Run hosted by AWS Elemental in 2014, the 4K Fun Run was held during NAB, IBC and SMPTE gatherings until 2020, when the shows were cancelled due to the Covid pandemic, (nevertheless, three “virtual” fun runs were held in place of NAB, IBC and SMPTE that year). Rise Academy said it “is honoured to continue the legacy with renewed energy and the same mission to create a meaningful, positive impact.”

This year’s event introduces the Sam Blackman Medal, named in tribute to AWS Elemental co-founder Sam Blackman. Presented to the participant who best embodies community, inclusion, and purpose, not just speed, the medal honours his inspiring commitment to harnessing technology for positive change.

Beyond athletic achievement, Race 4 the Future celebrates creativity and camaraderie. Awards include:

• Best Fancy Dress (expect themed costumes and playful vibes)
• Most Enthusiastic Runner
• Best Team Theme
• Top Social Post (so get tagging!)

With an affordable entry fee of just £25, every participant directly supports Rise Academy’s programs, which are dedicated to underrepresented young people. Proceeds fund vital initiatives, including mentorship, training, work placements, and industry exposure, designed to dismantle barriers and amplify diverse talent in media tech.

“The 4K 4Charity Fun Run began as a simple idea, to bring people together across our industry in support of equity and inclusion. What grew from that was a global community effort that raised millions and made a lasting impact. The Rise Academy Run 4 the Future continues that legacy, honouring Sam Blackman’s vision and inviting all of us to support the next generation of innovators in media technology,” said Laura Barber, Co-Founder, 4K 4Charity Fun Run.

Andy Beale, Co-Chair of Rise Academy, said: “Race 4 the Future is about far more than covering 4K. It’s about covering the distance between where our industry is today and the truly inclusive future we know it can become. Every step, every laugh, every shared moment brings us closer to a media tech sector where talent from all backgrounds can thrive.”

Businesses and brands are invited to sponsor key event elements—including medals, water stations and race bibs—offering meaningful visibility and alignment with Rise Academy’s mission.

To register for the fun run, head to rise-academy.live

PORTLAND, Ore.—On your mark, get set, go and register for SMPTE 2020’s 4K 4Charity Fun Run that, like the conference, will take place virtually this year. Registration is now open for the event for both the 4K and 8K distances.

The 4K 4Charity Fun Run is an annual event that raises money for nonprofits that are focused on increasing diversity and inclusion in the technology industry. This year’s beneficiaries include Technovation, a global tech education nonprofit for girls and families to become leaders, creators and problem-solvers, and UNICEF, working with frontline responders in more than 190 countries to keep children healthy and learning, as well as UNICEF efforts to deal with COVID-19.

As for the run, participants will sign up for either the 4K (2.49 miles) or 8K (4.97 miles) distance. Being a virtual event, they will run, walk or jog that distance at a time and place convenient for them by Dec. 16. They are encouraged to share how they are participating on social media with the tag @4K4Charity. Registrants will still receive a finishers medal via mail.

This is the final 4K 4Charity run for 2020, after having conducted virtual runs for the virtual IBC and NAB conferences. NAB’s virtual run raised $21,000.

The event is hosted by AWS Elemental.

The registration deadline, to either run or simply donate,  is Dec. 16. For more information, visit www.4k4charity.com/smpte.  

PORTLAND, Ore.—IBC is going virtual this year and so is the fun run that has become a staple of the conference.

The 4K 4Charity Fun Run has announced that it is going virtual for IBC 2020 because of the ongoing COVID-19 pandemic, with participants able to run from anywhere while continuing to raise funds for organizations that support increased diversity and inclusion in technology.

The NAB version of this annual event also took place virtually earlier this year. The event raised $21,000.

Interested participants can choose between the 4K (2.49 miles) or 8K (4.97 miles) distances, which they then complete at their own pace; it can be completed over multiple days. All registrants who finish their chosen distance by Oct. 30 will receive a finisher’s medal by mail after the conclusion of the event. Participants are encourage to share their runs on social media.

This year’s IBC event will be to benefit Technovation and Unicef. Technovation is a global education nonprofit that supports underrepresented young people, especially girls, to become innovators and leaders through engineering and technology. Unicef is working with health experts to provide guidance on how to handle COVID-19.

For more information or to register, visit www.4k4charity.com/ibc.  

PORTLAND, Ore.—Swapping out Las Vegas’ Sunset Park for running trails near their homes, supporters and sponsors of the annual 4K 4Charity Fun Run that typically takes place during the NAB Show still turned out to the tune of $21,000 raised for COVID-19 relief and nonprofits, according to race organizers.

With the 2020 NAB Show in Las Vegas cancelled because of the coronavirus pandemic and forced to go virtual, the 4K 4Charity also went virtual, allowing participants to complete either a 4K (2.49 mile) or 8K (4.97 mile) distance on a route of their choice and at their own pace between April 21 and June 1. Elemental says that there were participants from 158 companies across 24 countries in the virtual run.

The $21,000 in net donations are being provided to organizations that provide COVID-19 relief, UNICEF and the National Center for Women & Information Technology, which focuses on increasing diversity and inclusion in the tech industry.

Following this virtual run, 4K 4Charity Fun Run event organizers have confirmed that the other 4K and 8K runs on the schedule for 2020 will be virtual as well. This includes the event planned for IBC 2020 (IBC cancelled its physical show for a virtual one) and the SMPTE Annual Tech Conference (no definitive decision has been made on this conference).

“Congratulations to all our sponsors and individual supporters! You have made an impact—and history by completing our first-ever 4K 4Charity virtual run,” said Laura Barber, co-founder of the 4K 4Charity Fun Run series.

For more information, visit www.4k4charity.com.  

PORTLAND, Ore.—The 4K 4Charity Fun Run isn’t breaking with tradition just because there wasn’t an NAB Show this week, but it is adapting to the current situation as a result of the pandemic. Organizers for the annual run/walk have announced that it will now take place virtually, with registration and donations now open.

To take part in the event, users can register online where they select either a 4K (2.49 miles) or 8K (4.97 miles) distance, plot a course and print out a race bib. They can then complete the route at their own pace, either in a single day or over several within the event registration and donation windows. A finisher’s packet will be sent to all registrants at the conclusion of the event period.

There are multiple organizations that will receive support from the donations for this event, including UNICEF and the National Center for Women & Information Technology (NCWIT), which aims to build a more equitable industry by teaching programming to K-12 girls, as well as inspiring Latinas to pursue careers in tech. Funds will also be raised to help those impacted by COVID-19.

“Though current events are keeping us physically apart, this virtual approach provides a positive way to bring our industry together on behalf of a great cause,” said Adam Schmidt , executive vice president, sales, marketing and professional services for Planar systems, one of the event’s sponsors.

Registration is now open through 4K4Charity.com/nab. The donation window is open until June 1. 

LAS VEGAS—TV isn’t the only place you can enjoy 4K and 8K action, as 4K 4Charity will once again host a fun run event at the spring NAB Show, this year with both 4K and 8K race options. Registration for the 4K 4Charity Fun Run events at the 2020 NAB Show is now open. 

The annual event—which is entering its sixth year at the NAB Show and has raised more than $1 million over its time at the show—is meant to be a fun extra activity during the industry conference that also supports nonprofits focused on increasing diversity and inclusion in the technology and media industries. 

This year, the 4K 4Charity Fun Run at the 2020 NAB Show will support two organizations—the National Center for Women & Information Technology: Aspire IT and TECHNOLOchicas, an organization that teaches programming to K-12 girls and inspires Latinas to pursue careers in tech.

In addition to the traditional 4K route (2.49 miles), the organization has added a new 8K course (4.97 miles), which has been a popular request from participants, according to Laura Barber, the co-founder of 4K 4Charity. 

“With all the excitement around 8K UHD ahead of this summer’s big sporting events, there couldn’t be a more timely opportunity to expand the 4K run and support both of these amazing programs,” Barber said. “Now, with two distance options and multiple ways to donate, there are even more reasons to get involved, so please sign up today for a healthy, high-impact 4K or 8K experience and show your support for diversity and inclusion in tech.”

For those wishing to donate but not looking to run, there is a “Choose 2 Snooze” option.

The 4K 4Charity Fun Run events will take place at 7 a.m. PT on April 21 at Sunset Park in Las Vegas. Complimentary bus transportation will be available to and from select NAB Show hotels and the park. Light beverages and snacks will also be provided.

To register, or to find out more information, visit 4K4Charity.com. 

PORTLAND, Ore.—The 2019 NAB 4K 4Charity Fun Run, which is put on annually by AWS Elemental at the convention, reached the goal that it had hoped for, as the total proceeds from this year’s run brought the 4K 4Charity gross proceeds to $1 million since its founding in 2014.

For the 2019 event at NAB, more than $68,000 was raised for Girls Who Code, a national non-profit that works to close the gender gap in technology and change the image of what a programmer looks like, and set a record for individual registrants at 735. Elemental reports that registration was up 30% from the 2018 NAB Show, while the number of runners and walkers on the course was up 33%.

“Since 2014, more than 10,000 people have helped increase equity in the media industry through their support of the 4K 4Charity Fun Run,” said Laura Barber, co-founder of the 4K 4Charity Fun Run Series. “Thanks to the commitment and generosity of sponsors and individual registrants alike, more than $1 million in proceeds are being put to work today to help people marginalized by our society and educational systems find opportunities for success. With your on-going support, we are enriching our industry by making it better for everyone.”

The next 4K 4Charity event will take place on Sept. 14 during the 2019 IBC Show in Amsterdam. Information can be found at 4k4charity.com/ibc.

PORTLAND, Ore.—For the last five years, before the doors of the Las Vegas Convention Center open on Tuesday morning of the NAB Show, hundreds of show attendees have been lacing up their running shoes and taking part in the 4K 4Charity Fun Run organized by AWS Elemental.

This year’s run will be a particularly meaningful one, as it not only is the fifth edition at NAB, but the funds raised through all 4K 4Charity events are expected to put the organization over the $1 million mark in funds raised since its founding in 2014.

The late Sam Blackman, former CEO and co-founder of AWS Elemental, and AWS Elemental PR Lead Laura Barber founded the race and first launched it at IBC in Amsterdam in 2014, hoping to provide a unique and healthy networking alternative at trade shows, while also providing an opportunity to give back. “It was an extremely organic event; we were hopeful people would show up, and in fact they did,” says Barber.

“This was really a great expression of Sam’s vision and his focus, strong focus, and support on equity in the [industry] and in the communities in which we do business,” she continues.

That support has only grown among other industry professionals. The first NAB Show race was in 2015, and since then Barber says that turnout has been growing on average by double-digit percentages event to event and year to year. In addition to annual races at IBC and NAB, runs also take place in Portland, Ore., and just last year started at SMPTE in Los Angeles.

Through all these events, the 4K 4Charity has been able to support many organizations that seek to increase the diversity and equality of those in the broadcast and technology industries. Funds have been raised to contribute to a coding academy for girls in Gaza; for the underwriting of computer science classes for economically disadvantaged primary school students in Amsterdam; the purchase of 135 laptops and 14 smart TVs for a high school that supports underserved students in the Portland area; and more. At this year’s NAB race, the funds will go to Girls Who Code, which focuses on closing the gender gap in technology.

“The common theme to all of this is that the 4K 4Chairty Fun Run and the wonderful individuals who support it each year or at each industry event, our very generous sponsors and of course the trade associations—NAB, IBC and recently SMPTE—are contributing to elevating the issue of increased diversity within our industry,” Barber said. “But not just talking about it, actually taking meaningful action to do something to support give those who are underrepresented more opportunities within the tech industry and to pursue the kinds of technology education that are required for a professional career.”

In addition to crossing that $1 million mark, Barber explains that another exciting development is happening with this year’s 4K run at NAB. An anonymous donor has pledged to provide additional funding based on the turnout for this year’s race. If between 300 and 500 people run the course, the donor will provide $10,000; that will jump to $20,000 with 500-750 people running and $30,000 if more than 750 people take to the course on April 9.

“I invite, together with NAB and with all of our sponsors, everybody who is interested in the run to please come out to Sunset Park that Tuesday… and join us in the run, because we [could] be able to not quite double, but very nearly, the amount raised if we get 750 or more people out there,” expresses Barber.

However, Barber is aware that sometimes trade show schedules can be hectic. And so if for whatever reason you are not able to run but would like to contribute to 4K 4Charity’s efforts, individuals can register and opt only to contribute. '

All donations made by participants go to the selected non-profit; average donations are about $20. Meanwhile, 50 percent of contributions from event sponsors go to the non-profit and the other 50 help with offsetting event costs.

Things won’t stop when that $1 million benchmark is reached. Barber describes 4K 4Charity like a startup: “that first million takes a little bit longer, and we hope we can get to the next million in the next year or the next two years.”

And in addition to continuing to support charitable organizations, 4K 4Charity wants to make the experience more engaging and rewarding for the participants as well. Different features are currently in development, including the possibility of adding an 8K distance.

No matter how the event looks in the next year or in the next five, Barber and Blackman’s original goal will remain the same. “We’re going to see the needle move in the media & entertainment industry and the technology industry in terms of closing the gender gap and providing more opportunities for everyone,” Barber concludes.

LAS VEGAS—An event fixture of the NAB Show since 2014, the 2019 edition of the 4K 4Charity Fun Run organized by Elemental is expected to cross a major milestone: more than $1 million in donations. Individuals can help them reach that goal starting today as registration for the 4K race is now open.

The funds raised through the event are donated to nonprofits with a specific focus on increasing equity in technology. This year, 100 percent of the proceeds will benefit Girls Who Code, a national nonprofit that works to close the gender gap in technology and change the image of a programmer.

The 4 kilometer walk/run will take place around Sunset Park in Las Vegas on April 9 at 7:30 a.m. Complimentary transportation will be offered to and from select hotels, and light snacks and beverages will be available before and after the event.

Individuals can register for the event here.

PORTLAND, ORE.—NAB Show attendees, get ready to step up to the starting line for the fourth annual 4K 4Charity Fun Run, as AWS Elemental has announced that registration is now open for the event. AWS Elemental is also accepting sponsorships for the race.

The 4K 4Charity race will once again look to support and raise awareness for organizations that work in support of increased diversity and inclusion. Funds from the race will be devoted to Girls Who Code, a national non-profit working to close the gender gap in technology and change the image of what a programmer looks like and does, and FIRST Nevada, a local non-profit that helps young people with mentor-based programs that build, science, engineering and technology skills.

Current sponsors for the race include Aspera; AWS Elemental; Ooyala; Dolby Laboratories; Irdeto; Brightcove Inc.; Planar, a Leyard company; ChyronHego; Sports Video Group; NAB; and media sponsors NewBay and Rapid TV News. Groups interested in sponsoring the race can reach out to Kate Incerto at incertok@elemental.com. The deadline for sponsorship commitments is Feb. 23.

The race is 4km (2.49 miles) that will take place on Tuesday, April 10, at 7:30 a.m. in Sunset Park. Complimentary bus transportation will be provided to and from select NAB Show hotels and Sunset Park with seating on a first-come, first-serve basis. For additional information visit 4K4Charity.com/runs/nab.

The 2018 NAB Show takes place from April 7-12 in Las Vegas.

PORTLAND, ORE.—IBC attendees will once again be able to lace up their shoes and take part in the annual 4K 4Charity Fun Run organized by AWS Elemental. Registration to participate in the event is now open, as is sponsorship opportunities.

This year, proceeds from the run will go to global nonprofit partner Heifer International, which links communities and helps bring sustainable agriculture and commerce to areas with history of poverty, and local nonprofit Stitching NewTechKids, an Amsterdam-based foundation that helps develop computer science education for primary school children ages four through 12.

Sponsors for this year’s run currently include AWS Elemental, Aspera, ABOX42, Dolby Laboratories, Verimatrix, Brightcove, Conviva, Irdeto, Vizrt, ChyronHego, SVG Europe, association partner IBC and media partners NewBay Media and Rapid TV News. Sponsorship commitments must be submitted by Aug. 1. Contact Kate Incerto for more information at incertok@elemental.com.

The 4K 4Charity Fun Run is a 2.49 mile run/walk that will take place at 7:30 a.m. on Sept. 16 through Amsterdam’s Amsetlpark. For more information, or to register, visit www.4K4Charity.com/run/IBC.

In advance of the 2016 IBC Show preview, we’re sharing some thought pieces from industry experts, from the August issue of TVB Europe.

AMSTERDAM—This year at IBC, the 4K 4Charity Fun Run is once again promoting wellness, networking and charitable giving in a casual, relaxed (albeit adrenaline-fuelled), environment. Registrations have doubled for each event since 2014 and total donations exceed a quarter of a million dollars to date. The sponsors for this year’s run and walk event include Aspera, an IBM Company, Verimatrix, Dolby, ChyronHego and Xstream, and media partners Rapid TV News and TVBEurope parent company NewBay.

Proceeds will be donated to Heifer International, a global charitable organization that helps bring sustainable agriculture and commerce to areas with a long history of poverty; and Jeugdsportfonds, a local Amsterdam-based charity that offers sports opportunities to children aged four to 18 whose families do not have the financial resources to pay for an athletics club membership.

Eliza Penick, community engagement coordinator at Heifer International, shared her thoughts ahead of the event, and offered a deeper insight into the charity’s aims:

“I had the honor of representing Heifer at the 4K 4Charity Fun Run at the 2015 NAB Show and can personally attest to the camaraderie, and to even more selfies. We are so thrilled and grateful to be joining you again for the 4K 4Charity Fun Run at IBC2016. Look for us in the cow hats!

The mission of Heifer Internationalis to end hunger and poverty and to care for the earth. For more than 70 years, we have helped more than 25 million struggling families find hope and opportunity by providing livestock and training in both environmentally sound agriculture and community development.

The 4K 4Charity Fun Run and Heifer International have one big thing in common: people. Both empower individuals to work together, form partnerships and leverage their numbers and voices for deep impact. As individual runners and sponsoring companies, the people that participate in 4K 4Charity are helping families and communities become self-reliant. While you build community at the Amsterdam event, you’re enabling others around the world to do the same, in lasting and transformative ways.

All Heifer programs include a unique practice known as ‘passing on the gift’. Each family that receives an animal gift passes on the offspring and training they received to another family in need. The act transforms recipients into donors, creating an expanding network of hope and opportunity. It also means that your original donation, at minimum, is doubled in its impact.

The 4K 4Charity Fun Run Series is an amazing example of what people can do together and an embodiment of what passing on the gift is about. Each of you, as you walk, run and donate, are passing on your gift and helping to end hunger and poverty.

We believe that together we can change the world. Let’s run hunger into the ground.”

The 4K 4 Charity Fun Run will take place on Saturday Sept. 10 at 7:30am in Amstelpark, Amsterdam conveniently located right next to IBC venue, the RAI. For more information, visit 4k4charity.com.

PORTLAND, ORE.—In between booth visits and presentations, attendees will have the chance to run through Amsterdam as Elemental Technologies has announced that its 4K 4Charity Fun Run Series will return to IBC 2016. Registration is now open and sponsorship opportunities are also available.

The run will take place at Amstel Park on Sept. 10 at 7:30 a.m. Proceeds from the event registrations will go to Heifer International, a global charitable organization that helps bring sustainable agriculture and commerce to areas with history of poverty, and Jeugdsportfonds, an Amsterdam charity that offers sports opportunities to children between the ages of 4-18 whose families do not have the resources to pay for athletics club membership.

Aspera, Verimatrix, Dolby, ChyronHego and XStream make up some of the sponsors for this year’s race, along with media partners NewBay Media Europe and Rapid TV News. The deadline for sponsorship commitments is June 30. For more information, contact Laura Barber at laurab@elementaltechnologies.com

To register for the event, go to 4k4charity.com.

PORTLAND, ORE.—A group of companies have signed on to help sponsor the 4K 4Charity Fun Run that will take place during the 2016 NAB Show. Comcast, Dolby, IneoQuest Technologies, Sony Electronics and Xstream join previously announced Aspera, Brightcove, Elemental, NAB, NewBay Media, Rapid TV News and Verimatrix as sponsors .

Free bus transportation will be offered to and from Sunset Park, where the run will take place. Buses will pick up participants from major NAB Show hotels starting at 6:45 a.m. and drop off participants either back at the hotels or at the Las Vegas Convention Center.

The 4km race will take place on Tuesday, April 19 at 7:30 a.m. Proceeds of the event benefit Mercy Corps, an international organization supports people after conflict, crisis and natural disasters, and Las Vegas-based The Shade Tree, a shelter for women, children and pets of domestic violence.

Registration is currently open through www.4K4Charity.com; interested participants can register up to three hours ahead of the run. Registered runners can pick up their race bibs at the 4K 4Charity Fun Run kiosk outside the North Hall of the LVCC on April 18 from 3 p.m. – 6 p.m.

PORTLAND, ORE.—Elemental Technologies and Ericsson, co-sponsors of the 4K 4Charity Fun Run at the upcoming 2015 IBC Show, have announced the 4K 4Charity Corporate Challenge to increase participation and charitable donations to humanitarian organization CARE.

The 4K 4Charity Corporate Challenge gives participants the ability to monitor who has the most number of registrations and amount of donations. Participants can also issue company-to-company challenges to drive more registration and donations. The winners in each category will be recognized on race day and in post-event publicity.

Registration is now open at www.4k4charity.com to all IBC attendees. A donation-only registration is also available. The 4K 4Chairty Fun Run will be held on Saturday, Sept. 12 at 7:30 a.m. in Amsterdam.