The Challenge: Rapid Change, Increased Risk

The speed of technological change in the broadcast and AV industries leaves companies vulnerable to miscalculations. To stay competitive, broadcasters, technology providers, and corporate AV innovators must work together to adapt workflows and integrate emerging technologies—without disrupting proven processes.

In this environment, trust and collaboration are critical. Broadcasters and media companies must trust that their technology partners are developing the right tools—built for today and adaptable for tomorrow—across diverse vertical markets like AV. More importantly, these solutions must be designed with real-world challenges in mind.

At IBC 2024, Ross Video CEO David Ross and Executive VP & CMO Jeff Moore met with ARET to discuss this very issue. Ross Video understands the evolving needs of broadcasters and AV professionals alike. By incorporating customer feedback into our innovation roadmap, we develop technology that aligns with industry shifts rather than reacting to them.

David Ross, CEO, and Jeff Moore, Executive VP and Chief Marketing Officer, meet with ARET at IBC 2024

This article explores why and how that approach has resulted in cutting-edge solutions directly addressing industry pain points.

The Problem: Technology That Misses the Mark

In an industry driven by constant evolution, standing still isn’t just falling behind—it actively stifles innovation. Too many manufacturers prioritize legacy workflows over progress, creating tools that fail to meet new industry demands.

While broadcasters and AV teams push forward, many technology providers resist change, staying anchored to outdated solutions. This reluctance creates a widening gap between the industry's needs and what’s available. The result? Inefficiencies, wasted investments, and missed opportunities.

Three Major Consequences of Misaligned Broadcast Technology and affect in AV Video Productions:

1. Operational Inefficiencies

   • Tools that don’t integrate seamlessly into existing workflows slow down production and introduce complexities. This leads to workflow breakdowns or even broadcast downtimes during critical moments.

2. Wasted Investments

   • Corporations investing in technology that lacks scalability or integration capabilities often replace systems sooner than expected, diverting resources away from content quality and market expansion.

3. Loss of Competitive Edge

   • Organizations slow to adopt simplified workflows and multi-platform streaming risk losing audiences and advertisers to competitors offering higher-quality, more accessible content.

To avoid these pitfalls, broadcast and AV technology must be built with real-world applications in mind—aligned with industry demands and designed to evolve.

The Solution: Innovation Driven by Customer Insights

True innovation happens when broadcasters, AV professionals, and technology providers collaborate to solve real workflow challenges.

Ross Video excels in this area by working directly with customers to develop practical, forward-thinking solutions that support the fast-paced demands of live video production environments.

Our Approach:

✅ Continuous Feedback Loops
Ross Video engages in ongoing conversations with customers to understand their current and future needs. This real-time input shapes our technology development to address actual industry pain points.

✅ Solutions Built for Real-World Applications
Every Ross Video solution is designed with a clear purpose—whether it’s improving ease of use, enhancing scalability, or ensuring seamless integration with existing AV workflows.

✅ Flexibility in Innovation
Ross Video builds cutting-edge and adaptable solutions, ensuring long-term operational success as the industry evolves in AV video production.

The Results:

• Operational Efficiency – Purpose-built solutions streamline workflows, reducing manual workarounds and increasing productivity.
• Less Downtime – Seamless integration with existing systems minimizes errors and ensures reliable, uninterrupted AV broadcasts.
• Scalable Growth – Flexible solutions allow broadcasters to expand and adapt as production needs evolve.
• Cost Efficiency – Future-proofed technology reduces unnecessary upgrades, maximizing long-term ROI.
• Better User Experiences – Intuitive, customer-driven design minimizes training time and enhances operator efficiency.

Customer-Centric Innovation: Six Ross Video Technologies That Lead the Way

At Ross Video, our commitment to innovation is guided by real-world customer needs. This has led to the development of powerful tools that enhance production quality, streamline workflows, and improve scalability.

1. Ultrix – The Future of Media Routing

Ultrix is a software-defined media processing platform that consolidates multiple broadcast functions into a single, compact solution. It replaces bulky traditional routing systems, offering seamless 12G, IP, and hybrid workflow support for maximum flexibility.

2. Robotics - Artimo – Advanced Camera Robotics

Artimo is a high-performance robotic camera system that delivers smooth, dynamic shots without the need for additional dolly or jib equipment—perfect for studio floors and live productions.

3. OverDrive – Automated Production Control (APC)

OverDrive automates key live production tasks, from camera control and audio mixing to graphic overlays and video playout. This improves efficiency, reduces human error, and enables smaller teams to deliver high-quality broadcasts faster.

4. openGear – Modular Signal Processing

openGear is an open-standard modular platform that lets broadcasters integrate third-party hardware within a single system, eliminating vendor lock-in and providing greater flexibility in workflow customization.

5. XPression – Real-Time Graphics System

XPression delivers stunning 2D and 3D real-time graphics, making it an essential tool for live sports, news, and studio production environments where dynamic visuals keep audiences engaged.

6. Virtual Solutions: Voyager & Lucid Studio

• Voyager: A next-gen Unreal Engine-based render platform for AR, virtual studios, and XR workflows.
• Lucid Studio: A powerful control platform simplifying virtual production without requiring Unreal expertise—ideal for managing virtual sets, animations, and robotic camera movements.

Together, these tools extend production capabilities, simplify workflows, and future-proof operations for broadcasters and AV professionals alike.

Partner with a Customer-Driven Technology Innovator

Not all new technology is good technology. Many solutions fail to deliver real value because they aren’t built with broadcasters’ and AV professionals' real-world needs in mind.

That’s why Ross Video works directly with individual innovators and industry leaders to shape the future of production technology. By collaborating with those driving industry change, we ensure that our solutions are not just technologically advanced but also practical, efficient, and designed to solve real operational challenges.

📌 Looking for a technology partner that truly understands your workflow?
Let’s talk. Ross Video is here to help you simplify production, enhance engagement, and future-proof your operations.

Final Thoughts

At Ross Video, we believe that innovation starts with the customer, not just the technology. Our approach—rooted in collaboration, adaptability, and real-world problem-solving—ensures that our solutions lead the industry in performance, reliability, and ease of use.

💡 Are you ready to elevate your AV production capabilities?
Discover how Ross Video’s customer-driven approach can transform how you create and deliver content.