Jeremy Dolby of Regional Sales Director - US at Ross Video shares some insights from working with AV consultants and system integrators that are leading this transformation—and why now is the perfect time to blend ProAV with broadcast technology. 

Why should AV consultants and system integrators care about the blending of ProAV and broadcast?

Because your and our clients already do!   Whether it's a CEO town hall or a product launch, companies now expect their live events to look smooth, dynamic, and engaging—more like something you'd see on a news broadcast. 

This shift opens a huge opportunity for AV consultants and integrators. The process has relly matured... we are no longer just wiring up audio and video— we are enabling corporate live event production at a whole new level. We have found that it is easy for AV professionals to tap into the power of broadcast tools, through simply operations without needing a full team of broadcast production crew.

What tools are most useful for live event setups?

For integrators building out corporate venues or consultants specifying event tech, Carbonite switchers are a great entry point. They offer high-end switching for multi-camera events, but they’re designed to be intuitive—perfect for AV teams who may not come from a broadcast background. 

Then there’s XPression, our graphics platform. Think lower thirds, data-driven visuals, and brand-consistent animations—all created in real time. It gives events a professional edge. And DashBoard, our centralized control platform, ties it all together—simplifying operations and automation across the system. 
 
But what really ties it all together is Ultrix, our routing and AV processing platform. Ultrix allows consultants and integrators to dramatically reduce hardware footprints by combining routing, multiviewing, and audio processing in a single compact frame. It’s scalable, space-saving, and simplifies signal flow—perfect for venues that need flexibility without clutter. 

There are more production tools to make thee solutions really hum, but together, these  give AV pros the tools to deliver broadcast-quality live event productions with ease—and confidence.

How can consultants help clients see the value of broadcast-style production?

In my experience, it is really all about the customers desired outcome.  This isn’t about adding tech for tech’s sake—it’s about enhancing communication, usnderstanding the outcome for the customer.  A more polished event creates stronger viewer engagement, better brand perception, and fewer technical hiccups.   Simple operations and repeatable, consistant high quality productions that output high quality and engaged with content.

For example, when an executive address looks like a CNN segment instead of a webcam stream, it changes how the message is received. Consultants who authentically understand these upgrades as business investments, not just equipment costs, are the ones who earn long-term trust and repeat projects.

What’s your advice for integrators starting to spec or install these systems?

Don’t overthink it—just start with scalable building blocks. Our ecosystem supports SDI and IP, integrates with third-party AV gear, and scales easily from a single room to a full enterprise. That flexibility is key for AV system integrators juggling different client sizes and goals. 

Ross also offers pre sales design support, training, and hands-on assistance to make implementation smooth.  You don’t need a background in TV to deliver broadcast-style ProAV systems—you just need the right partner you trust and the right tools and support for the job.

How does Ross Video support consultants and integrators through the project lifecycle?

We’re in it with you from day one. Whether it’s helping spec a system, creating control dashboards, or offering post-install support, our team is hands-on and experienced in both broadcast and AV.  We have a presales liaison and solution architect who is your contact and facilitator on the Inside of Ross Video to make your collaborations efficient and rewarding. 

Most importantly, we get the integration mindset. Our products are built to interoperate with AV infrastructure, not replace it. That means you can introduce Ross solutions gradually, or build them into full-stack systems that future-proof your clients’ event capabilities. 

Final Thoughts 

As the line between broadcast and AV disappears, clients are looking to AV consultants and system integrators to guide the way. With Ross Video, you’re equipped to deliver scalable, professional, and stunning live corporate event solutions—no matter the environment. 

Explore more at rossvideo.com, and see how we help consultants and integrators transform corporate communications.