From sleek switchers to powerful graphics engines, — big or small— the focus for companies is to create pro-level &  high-quality content.

Ross Video’s Matt Morgan breaks it down in a recent chat, sharing how businesses are stepping up their game with tools once reserved for Tier 1 TV studios. 

What’s driving the convergence of ProAV and broadcast?

It’s simple—audiences expect more. Whether it's a financial disclosure with the CTO or a live streamed product reveal, viewers want content that feels polished, engaging, and visually rich.  
 
The ProAV world has traditionally focused on in-room experiences and AV infrastructure, while broadcast tools have specialized in live, high-production value storytelling.  

Now, companies are seeing the value of combining those worlds. Focussing on the ability to empower corporate teams to produce studio-quality video while taking the complexity to simplify operations.

How does Ross Video support corporate studios and live event production?

We’ve built an ecosystem that scales—from simple single-camera setups to fully integrated studio control rooms. For corporate customers and partners,  our Carbonite production switcher and XPression real-time graphics engine are popular go-to’s. They deliver that high-end, network-style look while remaining intuitive.  
 
Automation is key and one of my favorite features is our DashBoard control interface. It allows non-technical users to manage complex workflows with ease. Whether you're hosting a global webcast or producing weekly leadership updates, we give you the tools to do it with confidence and consistency.
 
The backbone is Ultrix,  If you're building out a hybrid AV and broadcast environment, this is the system you want powering your workflow. 

Ultrix isn’t just a router—it’s a complete signal management solution packed into one sleek frame. We're talking video and audio routing, multiviewers, audio processing, frame syncs, and more—all in a single box. For AV consultants, integrators, and corporate tech teams, that means fewer devices, less wiring, and way more flexibility. It's a win-win: lower overhead and a higher-performing AV infrastructure. 

Here’s where it gets exciting. Whether you’re managing a boardroom studio in Atlanta or a live event center in Dallas, Ultrix adapts effortlessly. It lets you switch between in-person presentations, virtual broadcasts, or full hybrid productions—without missing a beat. This level of flexibility makes Ultrix an ideal AV routing system for corporations that demand broadcast-level results.

Why are AV consultants and system integrators in North America embracing broadcast technology now?

I think the answer lies in versatility. AV consultants and integrators in markets like Atlanta, Dallas, and Miami are being asked to design multipurpose spaces—rooms that need to support hybrid meetings, live broadcasts, and recorded content, all in one.  
 
That’s where Ross Video delivers a distinct edge in the ProAV space. Our solutions are flexible, modular, and designed to integrate seamlessly into a wide range of AV environments. But we don’t just drop off gear—we partner with consultants every step of the way, from planning and system design to hands-on training and post-install support.  
 
What’s more, our footprint spans North America and beyond. Our technology powers top-tier corporations around the globe, and we bring that global expertise to every project. When you work with Ross, you're tapping into the same proven workflows used by some of the world’s most respected brands, and I can help you in the USA South territory.

What’s the biggest misconception about integrating broadcast tools in a ProAV project?

The biggest myth? That it’s “too much” for the corporate world. People hear the word “broadcast” and immediately picture complex systems and massive crews. But Ross has changed that. Our systems are designed to be scalable, so whether you're outfitting a Fortune 500 studio or upgrading a midsize boardroom, we can match your needs. And with intuitive UIs and automation options, your AV staff can manage productions with ease—even solo.

Are there any notable trends you’re seeing specifically in the Southern USA region?

Absolutely. One of the biggest shifts I’m seeing is a long-term investment in permanent production infrastructure. Corporate campuses are moving away from ad-hoc streaming setups toward purpose-built studios.  

It’s a reflection of how communication is changing—video isn’t an add-on anymore; it’s central. Especially in tech-driven cities like Austin and Atlanta, companies are creating branded content, hosting investor webcasts, and running hybrid events as part of their regular operations. The expectation for quality is high, and Ross is proud to help meet it. 

This insight-packed Q&A highlights the growing synergy between ProAV and broadcast, and how Ross Video is making this transition smoother for corporations and AV professionals in the South. 

More about Matt 

With over a decade of experience in the design and implementation of AV solutions for broadcast and live productions, Matt has helped organizations across corporate and House of Worship sectors build studios and event systems that blend ProAV simplicity with broadcast precision. His expertise bridges both worlds, making him the perfect voice to discuss this evolving convergence. 

Connect with Matt on LinkedIn and learn more about Ross Video AV Solutions