Think of the last corporate webcast you watched and you expected it to look and feel like a Netflix special or a primetime news segment.  That expectation is exactly what's fuelling the transformation of corporate studios.

Recently we asked our own Peter Fitton, Solutions Architect – AV Solutions at Ross Video to share some insights on recent projects he has been working on with AV consultants and systems integrators, helping them bridge the gap between traditional AV setups and the world of sophisticated, broadcast-style production.

Here’s what he had to share about the state of corporate video, the tech making it possible, and the advice he gives to teams navigating the change.

Why are corporate studios shifting toward broadcast-style production?

“It’s really about audience expectations,” Peter explains. “People are used to professional-grade content. Whether it’s YouTube, Netflix, or TV news, there’s a high bar now.”

When audiences tune in to corporate content—from all-hands meetings to quarterly earnings calls—they’re expecting that same polish. And when the production quality falls short, so does the message’s impact.

“At Ross, our role is to make that level of production accessible,” says Peter. “We empower small AV or IT teams to produce events that look like they came out of a network studio, using software-defined systems that are scalable and easier to manage.”

What Ross products are most used in corporate studio setups?

Peter points to one standout: Ultrix Carbonite.

“It’s our go-to for corporate environments—a hyperconverged platform that combines routing, audio, switching, and multiviewing. It’s compact, efficient, and reduces failure points.”

On top of that, Ross solutions often include XPression for real-time motion graphics, OverDrive for automation (especially handy for recurring formats like earnings calls), and DashBoard, which provides customized control panels for intuitive operation.

“These tools are designed to simplify complex workflows, giving teams confidence and control—even with limited hands on deck.”

How do you support AV consultants and system integrators?

Peter’s approach is all about continuity and clarity.

“I’m a single point of contact through the whole journey—design, proposal, implementation, even post-sales support.”

He assists with RFPs, system diagrams, bill of materials, and user interface planning. More than just a technical advisor, Peter acts as a translator—turning vision into practical, broadcast-ready systems using Ross components.

“That continuity helps build trust. I know the project inside-out, so there’s no knowledge gap during handovers.”

What kind of workflows do you recommend for corporate control rooms?

“Streamlined but powerful,” Peter emphasizes.

Most setups start with Ultrix Carbonite, paired with XPression graphics and PTZ cameras. DashBoard lets teams control it all through user-friendly panels. For repeated event formats, OverDrive offers automation that ensures precision—great for tight schedules and lean teams.

“We’re also helping more clients embrace IP workflows, especially ST 2110,” Peter adds. “It’s ideal for future-proofing and multi-site collaboration.”

What advice do you give to consultants and IT leads planning a studio?

“Think big, but build smart,” Peter advises. “Don’t treat it like a one-off room. Think long-term—look for flexibility, scalability, and ease of use.”

A good studio should handle high-stakes live events and be intuitive enough for internal teams to manage. The goal? Systems that boost confidence and minimize stress.

“And lean on your partners,” Peter adds. “At Ross, we’re not just selling gear—we’re collaborating. Whether it’s workflow validation or operator training, we’re here from day one to post-launch.”

The Takeaway

With broadcast expertise and AV-native solutions, Ross Video is helping corporations modernize their communications. Backed by professionals like Peter Fitton, they offer more than just equipment—they offer enduring partnerships that evolve with your needs.

In a world where content quality speaks volumes, Ross ensures that every corporate studio has a voice that looks—and sounds—world-class.

More about Peter

Peter Fitton is a Solutions Architect with Ross Video where he supports the North American sales team by creating custom solutions for the customer’s specific requirements.

Prior to joining Ross Video, Peter was a Senior Design Consultant at Clark, a systems integrator located in Alpharetta Georgia, where specialized in large video system and control room design. Peter also has over a decade of experience as a freelance director, technical director, engineer, and video operator. 

Dedicated to the end-user, Peter is passionate about creating solutions that simplify complex systems and create enjoyable user experiences.

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