the past are still around is because that remains a good way to make a show.” Close collaboration with customers even includes getting down to the root of a broadcaster’s vision. What are their business objectives? What kind of content do they want to make in the future? Who are their audiences? These conversations form a virtuous circle in which Grass Valley is also learning from the customer about what real-world business pressures they face and what tools are needed to meet them.
with the quality of the video. Your message may be invaluable, but if the quality of the broadcast is subpar, it can’t help but reflect on your credibility. “Grass Valley has spent its entire history helping broadcasters create great-looking shows – and now that’s something everybody needs. While there are lots of technologies that try to make things quicker and easier, unless it looks great, it simply doesn’t have value.” The company is collaborating with broadcasters, listening to their problems and anticipating what they might need in the future – but this now goes beyond traditional TV channels. The next wave of content
NEW TOOLS, NEW BROADCASTERS The cloud means wider access to powerful broadcast tech – but not just for traditional media channels. Video is becoming the lingua franca for the modern world. Of course, platforms like Zoom and Teams have turned remote video collaboration into something
creators won’t have the same wealth of hands-on experience under their belts. “As an industry, we’ve got to work out how to make it easier to create video. How do we make it so that anyone can produce a show? There’s a way to go there, and it’s going to be
THERE’S MORE CHANGE NOW THAN THERE’S EVER BEEN
we take entirely for granted, but businesses of all types are now looking at high-quality video as a way to extend their internal and external messaging. “People are realising this is something any company can do. It used to just be broadcasters, but now every bank, charity and school needs to think about visual communication as part of how they reach people.” A webcam and YouTube have been the preferred avenue for a large percentage of those companies – even ones with big marketing budgets – but a raft of studies have found that the esteem in which a viewer holds a broadcaster or company correlates
part of the industry maturing to the next stage. “I’ve been in this business for longer than I want to admit,” Banks reflects. “During that time, there’s never been a moment when it’s not felt like there’s a big change happening. But it does feel like, for broadcasters and other companies in the space, there’s more change now than there’s ever been. If you’re a broadcaster, you need to make a gamble on something, and often you’re gambling a big part of your business. So, if you’re going to bet on something, bet on a software-centric approach. It’s the flexibility of software that is going to enable you to make other choices more easily.”
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